El 45,6% de los profesionales cree que las organizaciones comunican más de lo que hacen realmente en materia de sostenibilidad
Public sentiment largely perceives a disconnect between corporate ESG actions and communications, with nearly half of respondents accusing organizations of greenwashing by promoting more than they actually deliver. This skepticism highlights a critical crisis of trust, suggesting that many companies are exaggerating their sustainability efforts to appease stakeholders rather than reflecting genuine operational changes. Paradoxically, communication directors feel their own organizations strike a better balance between practice and messaging, revealing an internal bias or disconnect from external perceptions. While they actively shape sustainability strategies, most admit to insufficient preparation in ESG matters, undermining the credibility of their communications and exposing a gap in expertise that fuels public distrust. The article is relevant to greenwashing as it quantifies the perception gap driving consumer skepticism and emphasizes the urgent need for transparency and ethical communication. It illustrates how a lack of internal competence and honest data presentation exacerbates accusations of deceptive practices, proving that credibility in sustainability depends on aligning actual performance with truthful messaging rather than strategic exaggeration.
Source: prnoticias.comPublished on 2024-12-04