6 de cada 10 empresas ven el greenwashing como un riesgo

6 de cada 10 empresas ven el greenwashing como un riesgo

The report highlights a critical disconnect between corporate sustainability commitments and the internal infrastructure required to support them. While most companies actively communicate their progress, many lack robust validation processes, revealing a significant gap between their public messaging and their operational reality. This misalignment creates a vulnerability where firms risk appearing more sustainable internally than they actually are, exposing them to accusations of greenwashing despite having good intentions. Regulatory compliance currently drives much of this effort, but mere adherence to rules does not guarantee genuine integration. The study shows that many organizations are still building the necessary systems to substantiate their claims, often relying on fragmented or basic reviews rather than comprehensive verification. Consequently, a substantial portion of companies acknowledges the risk of greenwashing as a priority threat, yet fails to implement explicit protocols to manage it, leaving them exposed to reputational damage and a loss of stakeholder trust. True sustainability requires transcending communication to become a transversal business practice grounded in solid data and cross-departmental coordination. The article is relevant to greenwashing because it identifies that the risk lies not only in exaggerating achievements but also in the inability to clearly explain actual progress due to poor internal organization. It argues that trust is won in the less visible areas of governance and validation, emphasizing that companies must align their operations with their narratives to avoid being perceived as merely performing for reputation rather than acting responsibly.