Repsol, Aigües de Viladrau, Iberdrola or Moeve -formerly Cepsa- are some of the names that are repeated in the Greenwashing Yearbook 2024a report that analyzes the “ecopostureo” at the national and international level. It is prepared for the second consecutive year by Greenwashing Alert, a collective of professionals in environmental consulting, advertising, journalism and activism.

This year’s study raises a greenwashing x-ray throughout the last year, through a compilation of news, opinion articles, specialized reports and reflections from twenty voices with expertise in sustainability and environmental communication.

Thus, its pages bring together the considerations of, among others, Miguel Ángel Soto, Head of Campaigns at Greenpeace Spain; Lucía Bobadilla, Purpose Brand Manager at RosaParks; or Alberto Fernández, CEO of Normmal. And it also collects reports from Clean Creatives.

The worst of greenwashing in 2024

The document highlights the year that is about to conclude as one marked by the formal complaints to companies from various sectors, especially in the field of energy and food. He cites that of the consumer organization CECU against Repsol for its advertising on biofuels based on palm oil; or the one filed against Aigües de Viladrau by administrative means before the Catalan Consumer Agency and the Catalan Competition Authority.

In current terms, highlights the Iberdrola complaint to Repsol for unfair competition and misleading advertising; or the news of rebranding of Cepsa as Moevewhich those responsible for the report describe as a “high-class greenwashing exercise.”

What’s more, Cepsa’s name and brand identity change has been included by the professionals participating in the study as one of the worst things to happen in 2024 in terms of greenwashing. Along with this there are also the use of dubious credits to certify carbon neutral, deceiving consumers or making minimal efforts to comply with obligations

Greenwashing Alert also illustrates its argument against image greenwashing by putting Spain’s results on the table in the report Clean Creatives F-List. This document includes a total of 1,010 contracts between advertising and public relations agencies and fossil fuel companies in 2023 and 2024.

He points out that 16 contracts from our country have been included, 8 of which are Cepsa in collaboration with iProspect Spain; Prodigious Spain; Publicis Spain and Publicis Teide; Superunion, The Cocktail, Mktg Spain, Saffron Brand Consultants and Sr Goldwind, according to the yearbook. He also mentions Repsol and his relationship with DDB Spain, FleishmanHillard and The Cocktail; either Naturgy and its contracts with Arena Media España and Contrapunto BBDO.

Advances in sustainability in 2024

The Greenwashing Alert yearbook not only highlights the aspects to be improved, but also those areas in which progress has been made. progress, no matter how small they may seem. Thus, those achieved in regulation at both the national and European levels especially stand out.

Quote the directives approved by the European Parliament to promote the “de-ecoposture”, among them the Green Claims Directive, whose measures are aimed at increasing pressure on companies to be transparent in their environmental practices and claims.
Likewise, it mentions the document prepared by the Ministry of Consumer Affairs, presented on March 15, as a basis for a future Sustainable Consumption Law, as well as a guide to environmental allegations.

These regulatory efforts are part of the best of 2024 in terms of sustainability, according to the yearbook. In addition, the increase in events, articles
and content in non-specialized media about greenwashing, which denotes social interest; or the increasing presence in companies of professionals trained in circularity.
Regarding current affairs, he cites the visibility given to the matter by the refusal of the musical group Maybeshewill to perform at the Resurrection festival because it was sponsored by Repsol.

New vocabulary and good practices

Beyond the current events that have marked the year, and the opinions of experts regarding greenwashing, the yearbook also includes practical information on the subject, such as a compilation of new terms, many of them linked to business, marketing or communication.
We highlight them below:

• Greencrowding: create alliances with other brands or companies and “hide” behind them.
• Greenlighting: highlight something as ecological (or similar) to divert attention
  attention to unsustainable practices, operations or products.
• Greenlabeling: market something as sustainable, but further examination
  detail reveals that the environmental claim is misleading.
• Greenshifting: shift the blame to the consumer.
• Greenhushing: not reporting or hiding sustainability credentials
  to evade the scrutiny of investors and consumers.
• Greenrising: periodically change environmental, social and
  governance (ESG) before they are met.
• Greenguessing: establish net emissions reduction calculations and
  other long-term climate objectives based on presumptions and “ojimeter”

The report also includes some advice and recommendations, including those offered by Normmal to advance transparent and ethical communication that preserves consumer confidence in the purposes of companies. The agency invites you to embrace the “greenworking”which he points out is a work philosophy that requires attention in four areas:

• Accurate and verified measurement: work with clear and auditable data, supported by third-party methodologies
• Radical transparency: honest communication, highlighting both achievements and pending challenges
• Transformative collaboration: generate real positive impact by involving customers, partners and communities
• Seals and certifications: Use these tools to legitimize sustainable commitment

More info.: Greenwashing Yearbook 2024