El reto de las empresas para hacer llegar su compromiso social ante un público vacunado contra el ‘greenwashing’
The article highlights the growing consumer skepticism toward corporate ESG initiatives, which are increasingly perceived as greenwashing tactics rather than genuine commitments. This distrust creates a paradox where companies invest significant resources in social and environmental projects, yet these efforts remain invisible or are dismissed as insincere due to opaque communication strategies. The core problem lies in the disconnect between corporate actions and public perception, leading to wasted potential impact and reputational risk. To address this, the startup HumansDid introduces a platform that bridges the gap between companies and communities by democratizing the validation of social initiatives. Instead of relying on traditional corporate storytelling, the app allows users to interact directly with projects, deciding whether to support or scrutinize them. This model shifts the narrative from passive consumption to active participation, enabling communities to verify claims in real-time and rewarding engagement, thereby fostering transparency and accountability. This development is crucial for understanding greenwashing because it proposes a structural solution to the credibility crisis in corporate sustainability reporting. By moving ESG communication from isolated annual reports to interactive, community-driven verification, the platform challenges the traditional top-down approach that often facilitates deceptive practices. It underscores the necessity for authentic, verifiable engagement over performative activism, marking a potential shift toward more honest corporate citizenship where trust is earned through observable action rather than marketing slogans.
Source: elpais.comPublished on 2025-06-13