El lenguaje también es víctima del blanqueo ecológico
El lenguaje también es víctima del blanqueo ecológico
The article argues that the pervasive use of sustainability terminology in corporate communications has fueled public skepticism, often crossing the line into greenwashing. This linguistic trend reflects a growing market value for environmental claims, yet the sheer volume of generic slogans has created a trust deficit. The core issue lies not in the existence of sustainability efforts, but in the disconnection between corporate rhetoric and actual operational practices, leading consumers to question the authenticity of these messages. To combat this, the text highlights a new European directive aimed at curbing greenwashing by restricting vague environmental claims unless backed by measurable, comparable data. However, relying solely on regulation is insufficient; companies must take ethical initiative. The authors emphasize that credible discourse requires coherence between what a company says, thinks, and does. Drawing on Aristotelian concepts of ethos and pathos, they assert that trust is built through integrity and consistency over time, rather than through superficial branding or keyword insertion. Ultimately, the article calls for corporate honesty and precision in language. Instead of using empty buzzwords, businesses should align their communication precisely with their genuine goals and realities. The authors suggest that if a company cannot substantively articulate its sustainability efforts, it is better to remain silent than to risk misleading the public. This approach prioritizes ethical responsibility and transparency, ensuring that sustainability claims reflect actual impact rather than just marketing strategy. This perspective is crucial for understanding greenwashing because it identifies the root cause not just as misleading information, but as a fundamental lack of integrity between corporate action and communication.
Source: eleconomista.com.mxPublished on 2023-05-08