Unfortunately, green-washing by companies is becoming more normal every day, especially the largest and most powerful ones. They do it to deceive customers and make them believe that they are sustainable and concerned with the environment, which is generally a lie, since their only interest is to improve their image and sell us their products.
In the food sector we can see a multitude of products that advertise them as "natural", "organic", etc... and in most cases they are the same old products with a new label.
The same happens with fashion, many brands talk to us about ecological and sustainable clothing, but they do not demonstrate what they say and that they are really reducing the environmental impact. Pure propaganda.
And we see this in all sectors. Most large companies today have a Department or a Sustainability Committee, which are the people who are dedicated to issuing messages about how the company cares about the environment. Pure propaganda.
Not long ago a study appeared in the British Journal of Management called Board sustainability committees, climate change initiatives, carbon performance, and market value that can be downloaded at:
https://onlinelibrary.wiley.com/doi/pdf/10.1111/1467-8551.12715
It analyzes more than 500 companies from around the world. The market tends to value the most polluting companies worse, and for this reason they carry out all kinds of subterfuges (Sustainability Committees, etc…) to issue messages of their concern for the environment (Green-washing), and try to reverse the situation. Pure propaganda.
I believe that these types of studies should be carried out by governments to prevent companies from deceiving their potential customers. They have the means to force them to comply with what they say.
For our part, we must be vigilant and not believe the messages they send us through their propaganda. Better to be somewhat suspicious than excessively gullible.
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