Del lavado de imagen verde a la transición real: cómo convertir el 'greenwashing' en una palanca de cambio
The article presents a paradoxical view of *greenwashing*, arguing that it should not be seen solely as a reputational risk to be eradicated, but rather as a phenomenon that, under certain conditions, can drive corporate sustainability. The central thesis is that exaggerated environmental claims, although opportunistic, normalize green language and create an environment where silence is no longer viable. This raises the sectoral benchmark, generating irreversible expectations among consumers and investors that progressively compel companies to align with the announced standards. The key mechanism behind this transformation is the so-called "ratchet effect," whereby initial public commitments establish reference points that make it difficult to backtrack and facilitate accountability. Although the discourse may initially be inconsistent with practice, it exposes the company to constant scrutiny by regulators, courts, and shareholders. This external pressure, combined with the internal influence of the corporate narrative, acts as a form of pre-commitment that motivates management and employees to fulfill the promises in order to avoid costly legal and financial consequences. The relevance of this approach to the study of *greenwashing* lies in its shift in perspective: from viewing it as a simple moral fraud to understanding it as a dynamic catalyst for the ecological transition. However, this only works within a robust regulatory framework that makes claims verifiable. The article concludes that the true economic challenge is not merely to eliminate misleading environmental advertising, but to use it strategically to convert empty promises into real investments, using the companies' own words as tools to demand tangible changes.
Source: marketingnews.esPublished on 2026-01-16