Fidel Salazar: Del “greenwashing” al “greenghosting”
The article highlights a growing media bias that systematically ignores corporate sustainability initiatives in favor of scandalous negative news. This selective disinformation creates a cycle where responsible business actions are hidden, leaving the public with an incomplete and skewed perception of corporate responsibility. The relevance to greenwashing lies in this opaque environment, which allows companies to hide genuine progress or, conversely, masks the lack of substantial action behind vague narratives, making it difficult for stakeholders to distinguish between true commitment and superficial marketing. To combat this, corporations must prioritize being over appearing, ensuring their sustainability efforts are deeply integrated into their core business strategy rather than treated as isolated charitable events. Consistency, transparency, and a willingness to admit ongoing challenges and imperfections are essential. By demonstrating serious commitment through facts and data rather than sporadic publicity stunts, companies can provide the verifiable evidence needed to prove they are not just greenwashing, but actively advancing their environmental and social goals alongside financial performance. Simultaneously, journalists need better training to understand the technical aspects of sustainability to fulfill their role as vigilant observers. The piece argues that sustainable development is not a fleeting trend but an integral part of modern business strategy. When media and public audiences value environmental and social balances as highly as financial metrics, a more balanced narrative emerges. This shift is crucial for exposing greenwashing by ensuring that both positive actions and negative impacts are scrutinized with the same rigor, fostering a transparent ecosystem where accountability cannot be easily concealed.
Source: elfinanciero.com.mxPublished on 2023-11-22