El nuevo reto para las empresas: comunicar la sostenibilidad sin caer en el greenwashing
The new EU directive significantly tightens regulations on generic environmental claims, shifting from voluntary best practices to strict legal requirements backed by substantial financial penalties. This regulatory shift aims to eradicate greenwashing by mandating evidence-based sustainability messaging, thereby ending the era where vague terms like "eco" or "green" could be used without substantiation. However, the fear of severe sanctions and competitive litigation has triggered a counterproductive phenomenon known as "greenhushing," where companies voluntarily silence their genuine sustainability efforts to avoid the risk of being accused of greenwashing. This retreat from communication undermines the strategic value of sustainability, as positive environmental impact only translates into business benefits like trust and loyalty when stakeholders are aware of them. The article is crucial for understanding the evolution of greenwashing, highlighting that the solution is not silence but a shift toward "greentrusting"—transparent, verifiable communication. By clearly articulating goals and timelines rather than making overblown promises, companies can maintain credibility and accountability. This approach ensures that the transition to sustainability is communicated realistically, turning regulatory compliance into a tool for building genuine consumer confidence rather than a reason for corporate opacity.
Source: esdiario.comPublished on 2026-09-27