From Awareness to Accountability: Rethinking Sustainability on Earth Day
April 22, 2025
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5 mins read
As we mark Earth Day 2025, it’s clear we’re at a defining moment. Despite decades of activism and innovation, the ecological crisis continues to accelerate, driven by climate change, biodiversity loss, and unsustainable resource use. But alongside this growing threat is a growing opportunity: the ability to harness artificial intelligence (AI) and data to drive more responsible business practices and environmental stewardship.
The warning signs are everywhere. By early 2025, Earth’s average surface temperature reached 13.0°C (55.4°F)—pushing us closer to climate tipping points. The first three months of this year were among the hottest on record, with unprecedented temperature anomalies in both the Arctic and Antarctic regions.
Global greenhouse gas emissions reached 37.8 billion metric tons in 2024, driven largely by fossil fuel use, agriculture, and industrial output. Meanwhile, biodiversity is in sharp decline, with over 46,000 species threatened with extinction due to climate-related stressors like habitat loss, pollution, and extreme weather.
Plastic waste continues to acidify oceans, while urban sprawl and overconsumption accelerate deforestation. From fast fashion to factory farming, human activity is pushing planetary boundaries—and the consequences are becoming harder to ignore.
The Human Toll: Environmental Anxiety on the Rise
This crisis isn’t just environmental—it’s deeply personal. Younger generations are increasingly affected by eco-anxiety, a psychological response to fears of environmental collapse. Studies warn that by 2050, billions could face water scarcity, food system disruption, and mass migration from climate-affected regions. Overheated ecosystems, wildfires, and resource scarcity are not abstract threats—they’re the lived reality of millions.
The Role of AI and ESG in the Fight for a Livable Planet
Fortunately, powerful tools are emerging. Artificial intelligence is transforming how we track and respond to environmental, social, and governance (ESG) risks. Natural language processing (NLP) can detect greenwashing, monitor corporate behavior, and surface early warning signals of environmental harm. AI is also helping companies reduce emissions, optimize energy use, and act on regulatory and reputational risks in real time.
By integrating ESG strategy with AI-powered insights, businesses are no longer passive observers but active players in shaping a sustainable future.
Hope for Change
Despite the scale of the crisis, momentum is building. From robotic wildlife conservation to AI-enabled recycling innovations, new technologies offer hope. Companies are aligning with the UN Sustainable Development Goals (SDGs), and governments are responding with new ESG regulations and global climate pledges. But regulation and innovation are not enough—collective action is still key.
Conclusion
There’s no better time than Earth Day to commit to change. Whether it’s supporting environmental nonprofits, reducing your consumption, investing in sustainable products, or advocating for better policies, every action counts. Our window to act is narrowing, but it’s still open.
In recent years, consumers have become increasingly conscious about the impact of their purchases on the environment and society. As a result, many companies have jumped on the bandwagon of sustainability and green initiatives to attract consumers who prioritize ethical and environmentally friendly products. However, not all companies are authentic in their claims and practices, leading to a phenomenon known as greenwashing. In the first article of this two-part series, we gave an in-depth analysis of reputational laundering and greenwashing. In this article, we will explore the prevalence of greenwashing across various industries. We will also study the case of a company practicing greenwashing and a genuinely sustainable company.
Reputational Laundering by Industry
Reputational laundering is a common practice across various industries. Traditionally, the ‘Oil and Gas’ and ‘Financial’ industries have been identified as the main culprits. However, we have recently observed a substantial increase in the frequency of mentions in the ‘Food & Drug Retail’ industry, surpassing all other sectors by a significant margin. To evaluate this trend, we calculated the percentage of reputational laundering mentions in relation to the total number of mentions for each industry.
Reputational laundering over time
We looked at the last three years to find how each industry has evolved. Most industries have remained fairly static within a reasonable range. However, ‘Industrials’ have seen a significant decrease in mentions. Conversely, ‘Oil and Gas’ and ‘Food & Drug Retail’ significantly increased in 2023.
‘Food & Drug Retail’ more than tripled its mentions percentage due to a large number of mislabeled eco-friendly products (Walmart & Kohl’s) and green initiatives claims (Coca-Cola, Unilever, Amazon…).
The ‘Oil and Gas’ industry ranked second, and its recent spike can be associated mainly with greenwashing on actions such as their direct negative impact on the environment and the impact on local communities (TotalEnergies - Uganda & Tanzania). Another example is related to sportswashing with ‘Oil and Gas’ advertising heavily in sports events and even sponsoring sports clubs.
Figure 1: Reputation laundering by industry over time.
When examining the prevalence of reputational risks across sectors, greenwashing is the predominant concern in most industries. This is particularly evident in sectors like Industrials, Oil & Gas, and Financials, where greenwashing mentions are especially prominent. On the other hand, Telecommunications & Social Media stands out as an exception, with the bulk of its mentions skewing towards colorwashing, which encompasses specific practices such as blackwashing and sportswashing (Netflix accused of 'blackwashing' new docu-series Queen Cleopatra by casting black British actress).
Figure 2: Reputational laundering breakdown by industry.
The financial industry's footprint in reputational laundering might not be the most pronounced in terms of direct mentions, but its influence stretches wide via its investment activities in other sectors. This means the ripple effect of the financial sector's actions can be substantially more impactful than those in other industries. Our investigation into this phenomenon included a rigorous examination of the frequency with which financial institutions are cited in discussions of greenwashing. Additionally, we assessed their efforts in driving positive impact initiatives. We scrutinized a group of 144 financial entities, arranging them on a scale from the greatest to the least number of greenwashing mentions in proportion to their overall volume of mentions.
Top financial firms by greenwashing claims
Below, we listed the financial firms with the highest relative volume of greenwashing mentions. Beyond the first two institutions on the list, which are related and had a big scandal in 2022, we can see many very recognizable names, such as Blackrock (investing in fossil fuels), JP Morgan (for fossil fuel investment policies), and HSBC (false advertising green claims) making our top ten list.
Case Study: DWS Group
The DWS Group, previously known as Deutsche Asset Management, found itself in the spotlight for all the wrong reasons in 2022 and 2023. The scandal landed them at the top of our list, a position highlighted by the significant number of mentions they received — a figure that is an order of magnitude higher than that of any other entity on the list.
As a German asset management firm under the umbrella of Deutsche Bank, DWS was embroiled in severe greenwashing allegations. The last two years were marked by high-drama events: starting with greenwashing allegations at the end of 2021, their offices were searched in May 2022, which led to the resignation of the DWS chief in June 2022. The saga concluded with a substantial $25 million fine paid to U.S. regulators in September 2023.
The accompanying chart provides a visual representation of the timeline for these events, contrasting the number of absolute mentions with those specifically related to greenwashing. The alignment in the timing and scale of these mentions with the unfolding events is unmistakable.
Figure 3: DWS Group relative greenwashing mentions.
Best-in-class companies
In our effort to wrap up our study on an optimistic note, it's important to recognize that the heightened scrutiny of greenwashing and its associated initiatives ultimately serves a beneficial role by significantly raising our collective consciousness about crucial ESG issues.
While it's true that numerous companies have come under fire for greenwashing, it's equally important to highlight those that are genuinely advancing initiatives with positive environmental and social repercussions across the globe.
Employing the same method used to scrutinize financial firms implicated in greenwashing, we focused on the same group of 144 companies, honing in on the top 10 that stood out based on normalized mentions of their positive environmental actions.
The findings are quite encouraging: mentions of these positive initiatives dwarf those of negative impacts when viewed as a proportion of total mentions. Brookfield Asset Management (Brookfield) shines as the most notable, garnering almost double the mentions of its closest peer.
Also noteworthy is BlackRock's appearance on this list. Despite its presence on the greenwashing list, BlackRock has made strides in positive efforts, too. The company's initiatives—some counterbalancing the negative—have received more attention for their positive impact than for greenwashing, suggesting a complex but proactive ESG engagement.
Furthermore, companies like EQT, Berkshire Hathaway, and Standard & Poor's have actively engaged in initiatives that drive positive impact, earning them significant—and rightfully so—media coverage.
Figure 4: Brookfield sentiment vs environmental initiatives.
In terms of visibility, these environmental initiatives represent a significant portion of the company’s profile, surpassing 50% of total mentions in September 2022. This highlights the dominant role these actions play in the public discourse surrounding Brookfield.
The company’s polarity(1) — a measure of sentiment in mentions — shows a steady and positive trajectory beginning in late 2021. This trend points to a growing positive reputation and increased positive online discussions regarding the company.
Web Sentiment Analysis: Financial Industry vs. DWS & Brookfield
Figure 5: Sentiment over time.
When assessing the landscape of ESG engagement within the financial sector, we consider the comparative reputations of two key players: the leader in positive impact initiatives against the firm with the highest number of greenwashing mentions. How do they stack up against the broader sentiment within the financial industry?
The finance industry at large grapples with a challenging reputation shaped by various issues, including regulatory shortcomings, perceived corporate greed, opacity, and environmental impacts, among others.
Against this backdrop, we observe that:
DWS: The company's reputation trajectory is on a downward slope compared to the industry average, with the aftereffects of recent controversies culminating in a reputation low as of October 2023.
Brookfield: In contrast, Brookfield's commitment to the environment appears to buoy its reputation, maintaining a consistently positive trend that surpasses the market standard. Notably, from January 2023 onward, there is a discernible uptick in positive sentiment.
Conclusion
While the prevalence of greenwashing poses a considerable challenge within the corporate sphere, our study reveals a silver lining. The intensive scrutiny and debate surrounding environmental, social, and governance (ESG) issues have led to heightened awareness and, more importantly, action. Amidst the cacophony of claims, our analysis has found a discernible pattern of positive ESG initiatives overshadowing negative impacts, indicating a shift towards genuine sustainability efforts.
Particularly encouraging is the performance of certain frontrunners like Brookfield Asset Management, which has emerged as a beacon of positive action, outpacing its peers in driving meaningful change. This illustrates the potential for firms to lead by example and underscores the importance of rigorous analysis in distinguishing substantive ESG commitments from superficial ones.
Ultimately, this study underscores the transformative power of informed scrutiny and the pivotal role that advanced analytical tools play in propelling the ESG agenda forward. As the financial community continues to refine its approaches to evaluating ESG metrics, we can remain cautiously optimistic about the journey from mere green-tinted narratives to deeply rooted, impactful corporate practices.
(1) Polarity aggregates positive and negative sentiment (opinions, reviews) on a company. It ranges from -1 to 1. A 0 score means that positive and negative sentiment are equal. Well-regarded brands generally have polarity scores over 0.5.
At SESAMm, we used AI to study billions of articles and analyze greenwashing trends. Download this comprehensive ebook for an in-depth understanding of the evolving landscape of reputational laundering, notably greenwashing, and dive into its trends in the corporate world.
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Mining projects around the world often promise development and economic growth, yet their legacies reveal a far more complicated story. Sites like Cerrejón in Colombia, Córrego do Feijão and Samarco in Brazil show how environmental, social, and human rights risks can ripple through communities for decades. Rivers are poisoned, soils contaminated, and ecosystems devastated, while thousands of residents face health crises, displacement, and loss of livelihoods. Legal actions, class lawsuits, and ongoing remediation efforts illustrate that the consequences of these operations do not end when production stops. Communities continue to grapple with the aftermath, from toxic waste and tailings spills to the psychological scars of displacement and conflict.
What are the most pressing ESG challenges currently facing the mining sector? Read on to find out.
Córrego do Feijão Mine: ESG Challenges and Ongoing Controversies
The Córrego do Feijão Mine is facing serious ESG controversies following a dam collapse that resulted in 270 fatalities and contamination of the Paraopeba River. Indigenous villagers still lack safe land and access to clean water and food. The operating company, Vale, is dealing with ongoing legal challenges, including fines and criminal charges for negligence and bribery. Environmental and social impacts persist, with continued monitoring of water quality and safety risks from existing dams. Governance issues remain significant, highlighted by employee arrests and scrutiny over manipulated audits, prompting calls from local and international NGOs for improved remediation efforts and oversight of the mine’s operations.
Cerrejon Mine: Human Rights, Health, and Environmental Impacts
Cerrejón Mine faces significant ESG issues, particularly in environmental and social areas. Its expansion has displaced over 20,000 indigenous people, especially from the Wayúu community, leading to severe health problems and the deaths of 5,000 children. Environmental concerns include the diversion of the Bruno Stream, excessive water use during droughts, and significant air and water pollution. Labor unrest persists, with over 4,600 unionized workers striking over job cuts and unsafe conditions. The mine continues to face international criticism for violating local community rights and harming regional ecosystems.
Samarco Mine: Escalating ESG Challenges and Corporate Accountability
Samarco Mine faces intense ESG scrutiny nearly a decade after the 2015 Fundão dam collapse, with over 700,000 claimants in a $44 billion lawsuit for contaminated water and pollution. The operator risks bankruptcy due to environmental liabilities and failed debt restructuring, exacerbating financial instability. Ongoing issues include heavy metal contamination in wildlife and dust pollution exceeding health standards, prompting NGOs to demand the operator's removal from the UN Global Compact. Governance concerns have risen with employee arrests linked to safety protocol violations and falsified audits, raising questions about corporate accountability.
The ongoing ESG challenges in the mining sector highlight significant environmental, social, and governance failures that profoundly impact affected communities. The cases of Córrego do Feijão, Cerrejón, and Samarco reveal the dire consequences of prioritizing profit over sustainability. Mining companies must embrace accountability, transparency, and community engagement to rebuild trust and ensure a positive impact.
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The NZBA's announcement comes after a series of high-profle departures that began in late 2024. What started as a coalition of 43 banks at its 2021 launch had grown to over 140 institutions representing $74 trillion in assets by 2024. However, political pressure, particularly from Republican politicians in the US, warning of potential legal violations, triggered a mass exodus.
The departures followed a predictable pattern: Goldman Sachs led the way in December 2024, followed rapidly by all major Wall Street peers within weeks. Canadian banks soon followed, and the bleeding continued through 2025 with HSBC, UBS, and Barclays all exiting. Barclays' departure statement was particularly telling, noting that "with the departure of most of the global banks, the organisation no longer has the membership to support our transition."
Proposed Restructuring
The NZBA has now proposed transitioning from a membership-based alliance to what it calls a "framework initiative." This fundamental change would essentially transform the organization from an active coalition with binding commitments to a more passive guidance provider. The steering group believes this approach would be "the most appropriate model to continue supporting banks across the globe to remain resilient and accelerate the real economy transition in line with the Paris Agreement."
A member vote on this restructuring is currently underway, with results expected at the end of September. However, given the exodus of major institutions, the outcome seems predetermined.
Broader Climate Coalition Collapse
The NZBA's troubles reflect a wider crisis affecting climate-focused financial coalitions:
A member vote on this restructuring is currently underway, with results expected at the end of September. However, given the exodus of major institutions, the outcome seems predetermined.
Recent developments include a 23-state coalition warning the Science Based Targets initiative (SBTi) about potential antitrust risks, demonstrating that the pressure extends beyond banking to other ESG frameworks.
Market Implications
The NZBA's effective dissolution has several implications:
Fragmented Approach
Without coordinated frameworks, banks will likely develop individual approaches to climate commitments, potentially leading to:
Inconsistent standards and methodologies
Reduced transparency and comparability
Weakened collective bargaining power with policymakers
Regulatory Response
The vacuum left by voluntary coalitions may accelerate regulatory intervention:
Mandatory climate disclosure requirements
Government-imposed transition standards
Regional divergence in approaches
Investment Impact
For investors, this development signals:
Increased difficulty in assessing bank climate commitments
Greater need for individual due diligence
Potential opportunities in banks with strong standalone commitments
Looking Forward
The NZBA's pause represents more than just one organization's troubles; it symbolizes a broader retreat from coordinated climate finance at precisely the moment when such coordination is most needed. With climate risks accelerating and the urgent need for massive capital deployment, the financial sector's inability to maintain collective action represents a significant setback.
However, this may also create opportunities for more resilient, legally defensible approaches to climate finance. Banks that remain committed to transition goals may find competitive advantages in developing robust standalone frameworks, while regulatory bodies may step in to fill the coordination gap.
SESAMm’s AI Technology Reveals ESG Insights
Discover unparalleled insights into ESG controversies, risks, and opportunities across industries. Learn more about how SESAMm can help you analyze millions of private and public companies using AI-powered text analysis tools.
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