The article warns that using corporate storytelling to conceal bad practices, such as sexual harassment or environmental damage, constitutes greenwashing and socialwashing. By presenting only the final achievements without acknowledging the crises that prompted the changes, companies turn their narrative into misleading advertising. This strategy not only dehumanizes the brand but also creates a dangerous disconnect between the promoted image and internal reality, exposing the organization to accusations of falsehood and manipulation. The relevance of this approach lies in the hyperconnectivity of today’s audience, which acts as a constant watchdog. With better-informed and more critical consumers, any discrepancy between marketing claims and actual facts is quickly exposed, leading to lawsuits and severe reputational crises. The H&M case illustrates how exaggerated claims about sustainability can result in litigation and public distrust, demonstrating that corporate lies have immediate legal and commercial consequences. In conclusion, narrative integrity is essential for business survival. Greenwashing and socialwashing not only poorly manage social and environmental risks but also erode the trust necessary to retain customers, employees, and investors. Companies that prioritize truth over appearance avoid public discredit, while those that rely on deception are destined to be discovered and penalized by a society that values authentic transparency over commercial fiction.
Source: maspormas.comPublished on 2024-08-27