Greenwashing: An Evolution Around The World That Illustrates the Urgency of Responsible Communication

Detailed Table of Contents

1. Why Link Communication and Social Networks/Digital Media?

  - Global mobile phone usage statistics

  - Role of social media in communication

  - Importance of tracking greenwashing trends

2. Greenwashing: A Term with a Long History

  - Origin of the term "Greenwashing"

  - Early examples and evolution of the term

3. Greenwashing: A Global Expression That Crosses Cultures and Languages

  - Worldwide spread of the term "Greenwashing"

  - Regional usage and cultural differences

  - Europe’s leading role

4. Countries Reflecting on Their Actions

  - Global regions and language representation in greenwashing discussions

  - Key themes and geographical targets

  - Comparison of stereotypes and behaviors (by country and gender)

5. What Are We Really Saying?

  - Emotional sentiment analysis in greenwashing discussions

  - Breakdown by ESG categories (Environment, Social, Governance)

  - Social media vs. traditional media sentiment

6. Business Sectors Most Associated with Greenwashing

  - Energy, utilities, finance, and fashion industries

  - Shift in industry focus over time

  - Decline in FMCG and Transport & Logistics discussions

7. Conclusion

  - Global awareness and spread of greenwashing

  - Key industries and sectors at risk

  - Importance of governance and business conduct in ESG frameworks

8. Additional Data and Resources

  - External references and resources for further reading                   

Executive Summary

WHY LINK COMMUNICATION AND SOCIAL NETWORKS

· Did you know that 5.04 billion people worldwide use mobile phones?

· That's 3 out of every 5 people in the world, and 9 out of every 10 people use a cell phone!

· You're probably going to think that social media are mainly used to keep in touch with loved ones, and that perhaps they're not a communication medium?

Keeping busy, getting informed, finding articles, getting information.... are the main reasons for using social media, just after contact with loved ones.

Purchasing sources and brands come only second.

=> Digital RS are therefore an essential part of communication and the dissemination of this communication by individuals.

=> Therefore, it should be interesting to learn more about the evolution of an important subject: greenwashing.

GREENWASHING: A TERM WITH AN INTERESTING HISTORY

The term Greenwashing was popularized by the American Jay WESTERVELT in 1984.

This American activist and environmentalist denounced the practice of hotels encouraging residents to reuse their towels, under the argument of saving the planet, when in fact the priority was to reduce cleaning costs.

The term derives from the word "whitewash", which means "to pretend to be innocent".

Although the expression originated in the US, that's not where it's most widely used…. 

GREENWASHING: A GLOBAL EXPRESSION THAT CROSSES CULTURES AND LANGUAGES, WITH EUROPE PLAYING A LEADING ROLE

NBS factory _ impressions “greenwashing” Jan 2021 – Jun 2024

The term greenwashing is used in every language and in a huge number of countries. It has established itself throughout the world, regardless of culture, which is the first step towards a common understanding of the same concept. Together, speaking the same language, we're already stronger.

Methodology

The report examines the evolution of greenwashing over the last three years, focusing on millions of social and digital media discussions across various regions and industries including traditional media coverage. Due to inconsistent data, some regions like Russia and China were excluded, with a primary focus on areas with substantial information. Data was gathered from social media platforms and traditional media sources, with posts categorized by sentiment—positive, neutral, or negative—across environmental, social, and governance (ESG) factors. Industry-specific analysis was also conducted, identifying which sectors were most associated with greenwashing discussions. The report includes a temporal analysis to observe how these conversations evolved, particularly in response to key global events. Additionally, a comparison between traditional and social media was performed to highlight differences in tone and engagement across platforms.

Key Findings:

1.  Greenwashing is a single word, common to EVERY language. It's an opportunity to detect weak signals on a global scale.

2.  In 2 years, the number of posts mentioning greenwashing has almost quadrupled. However, we see a slight decline in discussions after COP 28 that can be attributed to event fatigue, lesser instances of greenwashing coming to the forefront or a shift in people’s attention towards other global crises or topics.

3.  Europe (UK, France, Germany) is clearly the most committed to the subject, followed by the North America (US followed by Canada), Asia (Thailand, India, Singapore) and Oceania (Australia and New Zealand)

4.  Energy companies and banks are the first to be challenged. However, the risk for consumer brands is growing rapidly, particularly in the food, textile and automotive sectors.

5.  Governance stands out as a critical area for improvement and presents a significant opportunity for businesses to enhance their reputation. It currently generates the most negative sentiment, followed closely by environmental concerns. Within the governance framework, business conduct is particularly crucial and should be a key area of focus for organizations aiming to build trust and accountability. Leadership of these companies should be aware of this. They should have access to detailed analysis for their sector and companies and also get properly trained to avoid reputational risks.

6.   In traditional media, conversations around social and environmental topics tend to be more positive, which contrasts sharply with discussions on social media. On social platforms, topics such as influencers addressing greenwashing, cultural appropriation related to Azerbaijan’s ethnic cleansing, and AI-washing by companies like Amazon generate much more critical dialogue.

Most posts on social media concerning environmental and governance (E&G) issues are predominantly negative and drive higher engagement. This stands in contrast to traditional media, where discussions around environmental, social, and governance (ESG) topics are typically more favorable.

In the area of resources and the circular economy, companies like Coca-Cola, Danone, and Nestlé face significant criticism for greenwashing. Additionally, governance-related discussions target sectors such as banking, the oil industry (e.g., Equinor), fast fashion, and the cattle industry, where business conduct is under scrutiny.

7.   We see a rise in discussion of topics like renewable energy, sustainable finance, and green & eco-friendly shopping indicating higher consumer and investor awareness.

Want to know more? You can download the full report by NBS factory here:

At NBS factory, we help companies align their internal ESG efforts with how they're perceived online by customers, talents, partners, and investors. We uncover the key topics that spark real engagement 🔥 and tackle potential reputational risks 💡, keeping your brand on the pulse of ESG conversations and challenges. Reach out to hello@nbs-factory.com for more information!