Ebook: Beyond Greenwashing: Unveiling the Spectrum of Colorwashing
July 3, 2025
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5 mins read
As social values shape consumer expectations, companies are under growing pressure to align with progressive causes. But not all support is genuine. SESAMm’s latest report, Beyond Greenwashing: Unveiling the Spectrum of Colorwashing, explores how brands adopt the language of inclusion, without the action to match.
Colorwashing refers to the use of social justice themes in marketing—such as gender, race, or LGBTQ+ rights—to appear ethical or inclusive while avoiding meaningful change. The report analyzes major forms, including pinkwashing, rainbowwashing, racialwashing, bluewashing, and orangewashing.
Key Takeaways:
Colorwashing is on the rise: Mentions of pinkwashing, rainbowwashing, and blackwashing have grown sharply since 2020.
It’s about image, not impact: Many companies leverage social issues for PR, but fail to back them with policy or internal reform.
Consumers are calling it out: There’s an increasing backlash against symbolic gestures that lack substance, especially during high-visibility moments like Pride Month.
AI can help: Real-time controversy detection enables investors and communications teams to monitor and address potential colorwashing early.
Juliette Fafa and Thibaut Gunsey will join the conference virtually. Feel free to reach out to them and schedule a meeting to learn more about our ESG technologies.
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Intro to SESAMm
Thank you very much, Greg. Thank you, everyone, for listening to this presentation. I’m Sylvain. I’m CEO and co-founder of SESAMm. SESAMm is an AI company. We extract billions of articles and messages from the web in order to identify critical insights related to financial institutions and corporates. We’re a team of close to a hundred people. And what we aim to show you today is our new product that helps financial institutions and corporates identify ESG controversies in the form of alerts on all of their investments, on all of their clients, and all of their suppliers.
So there are more than 23 million companies in the world right now. These companies are your investments, your suppliers, your clients, and no one is actually tracking them. Most of these companies are never tracked day to day. SESAMm’s solution aims at automatically identifying controversies on these companies and finding the critical information that you’re missing.
See a dashboard example
So let’s take a quick example first. Here we have dashboards where we analyze a company called Wirecard. Wirecard is a fintech company—German—that went bankrupt a few years ago due to a two billion fraud scandal. That company was heavily embedded into the financial sector, working with a lot of banks, a lot of corporates worldwide.
On our dashboards, we can immediately identify all of the key controversies and all of the key risks on the companies. And we have a score called a virality score that helps assess the severity of each ESG event so as to understand whether that company should be excluded from your list of suppliers, for example, or even discussed as a client.
SESAMm solution benefits
There are key benefits to providing this information and to the way that this product is brought to the market. First, SESAMm covers more companies than anyone else. We cover close to five million firms, whereas most ESG providers have coverage limited to 50,000 firms in total. In addition to that, we’re able to detect controversies in real time and generate daily alerts where normally a bank, for example, would have to go through that process manually and update it just a few times a year instead of receiving that live information.
In addition to that, as you can see on the demo here, we have information for more than 14 years of data. So anytime you onboard a new supplier, anytime you check for information—ESG information, on a new client, or on an investment—you’ll automatically be able to go back in history and understand whether that company was exposed to issues in the past.
Trusted by major financial institutions
SESAMm solutions are already adopted by major banks such as Raiffeisen or Nomura, for example, in this industry, major private equity firms such as Carlyle. And what’s interesting in this solution is that we’re seeing specific interests from commercial banks that are missing the solution in order to track ESG risk on their suppliers and their clients. And it makes sense. Most of these suppliers and clients are small firms, local firms that no one else is going to track. And AI is enabling us to automate the process of monitoring these firms and making sense of that data in real time.
SESAMm's solution in action
So now, let’s go to the second part of the demo. We want to take an actual life example. So let’s take a company like Twilio, for example. So you may know Twilio communications, API, messaging services, phone services, and the like. This company is a typical provider of banks or of financial institutions or any other corporates in the world.
So you see on the left, we immediately identify all of the information related to Twilio. And we can rank this based on negative sentiment so as to understand what are the key critical topics that I should care about and that I should evaluate before actually working with Twilio or in the context of already working with Twilio. We go through that process by handling more than 20 billion articles and messages from more than four million sources worldwide. So that’s an insanely large amount of information.
And on Twilio—say Twilio is one of your suppliers or one of your clients—we immediately identify a large controversy related to a data breach and cybersecurity issue, and we identified both in news but also in some of the specialized cybersecurity websites. In addition to that, we can go in even more granularity and look transparently at the content themselves, read the contents from the platform, and not just rely on a numeric rate saying that “Hey! This company is problematic.” We can actually read the underlying content and understand how the controversy emerged.
SESAMm solution benefits
So the key benefits and the real advantages of that solution is getting information immediately. You don’t have to wait for a due diligence for someone to check for someone to send a questionnaire to the company. You just type in the name, get the information in a few seconds wherever the company is, and however local that company is. It could be the most obscure company. And as you can see our system also covers many different languages, including Asian languages that are monitored automatically.
The second part is that we have access to millions of sources, including very industry-specific sources. I was mentioning cyberthreats. We also have access to NGO websites that identify these types of ESG issues in real time.
So this is really the information that is aimed at helping you monitor controversies and ESG events in just one place on any number of companies, public and private, whether they are your suppliers, your clients, or your investments. You can make sense of that data in real time using AI.
Presentation summary
I’ll finish this presentation a bit early, and we’ll actually bring the point to three calls to action. The first one is, first, please come to our booth. We’re actually on the left of the exhibit hall right when you come in. The second one is, please visit our website. It’s spelled SESAMm, sesamm.com, and you can get a free trial from the website. And finally, come talk to our amazing team with Dave and the rest of our team at our booth. And please ask us for a free POC—whether you’re a bank, an asset manager, or a fintech company—and help us help you track all of the ESG controversies on millions of companies.
As 2024 comes to a close, I’m proud to reflect on SESAMm’s achievements and energized by the opportunities that lie ahead. This year has been a milestone for our growth, partnerships, and technological advancements, setting a strong foundation to tackle the challenges and embrace the possibilities of 2025.
Looking Back on 2024: Key Achievements
Strengthening Client Partnerships and Expanding Our Reach
This year, SESAMm welcomed an impressive roster of new clients, in particular working more closely with LPs such as Swen Capital, banks, and asset managers such as Natixis, alongside numerous mid-market asset managers and private equity funds. These organizations are turning to SESAMm for more control over their ESG data and access to granular controversy insights, reaffirming our role as a trusted partner in sustainable finance. We also launched impactful partnerships with Ramboll, ARX, FinGreen, and CybelAngel, among others, broadening our reach and capabilities.
Building a Stronger Team and Advancing Our Technology
Internally, we strengthened our team with strategic hires, including our first team member in Canada, to better support our clients locally. On the technology front, we achieved significant milestones: introducing new platform features, launching a comprehensive product documentation help page, and reaching the capacity to process nearly 30 billion documents—our largest scale yet.
Adapting to a Dynamic ESG Landscape
Globally, the ESG landscape was marked by notable developments. Europe focused heavily on CSRD compliance, while Asia advanced new ESG mandates and regulations in South Korea, Japan, and Singapore. Despite regulatory shifts in the U.S., SESAMm experienced strong growth in North America, demonstrating our ability to adapt and thrive globally.
Innovating with Generative AI
This year also saw the integration of generative AI into our solutions, reshaping how we deliver value to clients. Risk Reveal, for example, enables automated controversy report generation and real-time insights.
Looking Ahead to 2025: Rising to ESG Challenges
Embracing ESG Challenges
As we close out 2024, the momentum in ESG shows no signs of slowing down. With new regulations like CS3D and evolving global frameworks, companies face mounting demands to monitor not only their investments but also their supply chains while improving transparency across the board. SESAMm remains committed to enhancing its tools to meet these challenges, delivering faster, more actionable insights to corporate and investment clients alike.
Harnessing the Potential of AI
The evolution of AI presents a major opportunity. Advances in generative models will enable us to further increase the scale and quality of our data processing. Our focus will remain on refining interpretation and reporting capabilities, empowering clients to make smarter, data-driven decisions on millions of companies with minimal friction.
The year ahead will undoubtedly bring its share of challenges, but it also holds incredible potential for progress. SESAMm is committed to remaining at the forefront of ESG and AI innovation, helping businesses not only adapt to change but lead it. None of this progress would be possible without the trust and collaboration of our clients, partners, and team members. Thank you for making this year a success. Together, we are shaping the future of finance and sustainability. Here’s to another year of growth, innovation, and positive impact in 2025!
Reach out to SESAMm
TextReveal’s web data analysis of over five million public and private companies is essential for keeping tabs on ESG investment risks. To learn more about how you can analyze web data or to request a demo, reach out to one of our representatives.
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