In recent decades, the theme of sustainability has gained prominence in corporate agendas, reflecting a growing demand for environmentally responsible practices. As a consequence, the business world has increasingly displayed labels and seals that seek to prove its care for the environment, even as a way to gain the trust of conscious consumers. Today, this opening trend has been widely questioned about its real impact. Hiding organizational misdeeds has become so common that the phenomenon has even been given a name: greenwashing,or literally, "greenwashing"
In general terms, this is the name given to the practice of companies that exaggerate or falsify their environmental commitment, either through the omission of data or through excessive emphasis on isolated (and often little relevant) aspects of their operations. Intentionally or not, the great truth is that the lack of transparency and the misleading marketing of companies intensify this practice, helping corporations to achieve a status of environmental leadership even without presenting scientific evidence to justify this reputation
Red alert
Terms like "sustainable", "eco" and "green", they came to be used indiscriminately and ended up being trivialized, resulting in dangerous consequences such as discredit and lack of real awareness about environmental issues. To illustrate the extent of the problem, a study by PwC revealed that 98% of Brazilian investors believe that this practice is present in companies' sustainability reports. Globally speaking, this perception remains very high, reaching 94%. The numbers demonstrate a widespread distrust in the veracity of the information disclosed by the sector.
In Brazil, the situation is still complicated, since there are practically no movements aimed at creating standards that require detailed and consistent information from corporations. The consulting firm Bain & Company conducted a survey that sheds light on consumer perception regarding the information provided by companies: 60% of consumers turn to packaging to learn about the origins and processes involved with these products, and 27% of respondents say that the lack of information and transparency about sustainable production processes is a barrier that prevents a "reliable and safe" purchase
Happily, measures to address this problem have already begun to be seen in several countries. The European Parliament, for example, recently approved an anti-greenwashing law, requiring that labels and eco-certifications be backed by internationally recognized certification systems, representing a significant advance to ensure the transparency and authenticity of companies' environmental claims
Time for change
In a scenario of constant updating, regulation is crucial to stimulate more robust and transparent practices. The union between sectors of society is essential to promote standards that ensure rigor in the information disclosed. Another study conducted by PwC reveals that 59,5% of Brazilian companies are already assessing changes to meet the requirements of the International Sustainability Standards Board (ISSB), one of the most renowned international councils related to the topic.
The Securities and Exchange Commission (CVM) demonstrated commitment to the issue by approving a resolution that requires listed companies on the stock exchange to align their ESG risk reports with the standards set by the ISSB by 2026. Regulation becomes a key element to ensure that the transformation is a positive process for everyone
In line with this guideline, collect and disseminate robust data, obtained through scientific tools are essential pillars for addressing the issue. Without well-defined and structured indicators, many companies may continue to mask their true impact or, even, continue believing that they are acting correctly when, in fact, are contributing to the perpetuation of the problem
The fight against greenwashing in Brazil requires a combination of strict regulation and a change in corporate mindset. It is time to demand clarity and authenticity in practices within the corporate context, adopting concrete measures and scientifically proven data. Only then can we ensure that sustainability efforts are genuine and effective, contributing to a truly greener and more transparent future
