Webinar Replay: How to Spot Greenwashing vs Real Sustainability with AI
May 28, 2025
•
5 mins read
Greenwashing is evolving—and so are the tools to uncover it.
In our most recent webinar, "How to Spot Greenwashing vs Real Sustainability Using AI," SESAMm CEO Sylvain Forté and Fingreen AI CEO Louis Frank sat down and unpacked the complexities of ESG credibility in today’s climate-conscious market. From emerging patterns in greenwashing to the rise of corporate silence—greenhushing—they explored what the latest data tells us and how AI is changing the game.
What you'll learn:
Breaking Down ESG Buzzwords: An Introduction to Greenwashing, Greenhushing, and Greenwishing, showing how their mentions have surged in recent years—across sectors and regions.
The Data Doesn’t Lie: While oil and gas and industrials are frequent offenders, every industry faces reputational risks—case in point: the controversies surrounding firms like DWS and BNY Mellon.
Traceability & Transparency: How open methodologies can help verify commitments like Net Zero and SDG alignment.
Fill out the form to access the webinar replay now!
SESAMm’s AI-generated ESG Assessment Reports deliver fast, sharp insights into the ESG performance, risks, and controversies of leading global companies in under 30 minutes. Designed for investors, risk teams, and sustainability leaders, they surface the issues that matter most for due diligence and portfolio oversight. In this edition, we dive into LVMH, one of the world’s largest luxury groups, to see how its sustainability ambitions stack up against the challenges it faces. Explore the summary below or fill out the form to receive your own free AI-generated report.
ESG AI Screening Report Summary: LVMH
LVMH Louis Vuitton Moët Hennessy SE (LVMH) is a leading French multinational conglomerate in the luxury goods sector, with a diverse portfolio of 75 brands across fashion, wines, spirits, cosmetics, and more. Despite its strong market position, LVMH faces significant ESG challenges. A major red flag is the €8 million fine by the French Autorité des Marchés Financiers for failing to disclose its acquisition of a stake in Hermès, highlighting governance and transparency issues. The company has been criticized for environmental impacts, including deforestation linked to its leather supply chain and allegations of greenwashing. Social risks are also prominent, with labor exploitation cases in its supply chain and allegations of workplace harassment.
However, the luxury goods industry inherently faces severe ESG risks due to high scrutiny and frequent controversies, such as cultural appropriation and labor issues. LVMH's ESG reporting is comprehensive, with detailed disclosures on environmental and social initiatives, but the presence of significant controversies suggests a need for improved governance and transparency.
SESAMm's ESG data shows FIFA's Controversy Exposure Score has stayed High to Very High since 2020. See why continuous monitoring beats the four-year cycle.
With the 2026 World Cup now underway, FIFA is back in the global spotlight, and its risk profile is once again being narrated in four-year cycles, as though controversy arrives with the tournament and recedes with the closing ceremony. The data points to a different pattern. Across the period from January 2020 to June 2026, the large majority of FIFA's most serious controversies were recorded outside any World Cup window. Tournaments concentrate global attention on FIFA's existing liabilities, but the evidence suggests they do not drive the underlying volume. Many of the substantive events, including court verdicts, regulator rulings, fund decisions, and bid matters, occur in the periods between tournaments.
For investors, sponsors, and anyone screening exposure to football's governing body, this distinction matters. If controversy were cyclical, it could be assessed around the calendar. Because the data indicates it is closer to continuous, it is better suited to ongoing monitoring. To examine this, the analysis below draws on SESAMm's controversy data, which captures and classifies FIFA's reputational, regulatory, and operational controversies.
Context: How FIFA's Structure Shapes Its Risk
Controversy Exposure Over Time
*Unsolicited ratings - produced from public sources, not commissioned by the rated company. For more information, visit here.
It helps to start with how FIFA is organized, because its governance structure has a direct bearing on the type of risk it carries. As a Swiss-law association, FIFA answers to a membership rather than to shareholders or a securities regulator, and its decision-making body, the FIFA Council, is composed of representatives from the regional confederations whose commercial interests the Council also oversees. This means the regulatory functions of sanctioning, eligibility, and integrity sit close to the commercial function of awarding and selling tournaments. Arrangements of this kind tend to produce a steady stream of governance-related questions as part of normal operations, which is consistent with SESAMm’s controversy data.
One useful illustration is procedural rather than criminal. The Blatter and Platini proceedings span the entire time period without reaching a clear resolution, running from a 2020 complaint through a fraud indictment, an acquittal, a prosecutorial appeal, and a second acquittal, before Platini opened a fresh action against FIFA and Infantino in June 2026. As a corruption narrative, the sequence is inconclusive. As a governance observation, it illustrates a broader dynamic in which matters are litigated and re-litigated over long periods, in part because resolution often depends on external courts operating on their own timelines. The result is a long-running procedural footprint rather than discrete, time-bound events.
The CES is an aggregate, entity-level score (0–100) that measures an entity's overall exposure to ESG controversies over time. It's built from individual ESG events and their intensities, synthesizing both event volume and severity into a single trackable figure. The intensity score, by contrast, operates one level down: it's applied at the event level, measuring how severe or important each individual ESG event is on a scale from 1 (least severe) to 5 (most severe). In short, the CES tells you how exposed an entity is overall, while the intensity score tells you how serious each underlying event is.
ESG Risk Over Time
This chart tracks FIFA's ESG controversies per year from 2020 to 2026, stacked by risk pillar. Governance dominates every bar, with social forming a secondary band and environmental barely visible. Volume climbs from a governance-heavy opening year to a clear peak in 2022, then holds at a stable plateau through 2025 before the short 2026 bar. The shape is driven by a handful of major events. The 2020 corruption investigations kept the opening-year baseline elevated and were almost purely governance-related, following a US DOJ indictment unsealed that April, which alleged bribes were paid for the votes that awarded Russia and Qatar the 2018 and 2022 World Cups.
The 2022 Qatar World Cup marked the clear inflection point, drawing sportswashing accusations and pushing total controversies to their peak, while migrant-worker conditions and human-rights coverage around Qatar thickened the social band into a permanent quarter-to-third of each bar from 2022 onward. Rather than reverting, controversies settled into a post-2022 "new normal," plateauing well above the pre-tournament level.
Underneath it all, corruption-and-bribery and legal/investigative exposure account for the bulk of total risk across 2020 to 2026, while environmental risk stays statistically negligible throughout.
ESG Risk by Type
Environmental Risks
Environmental risk accounts for a small share of FIFA's total controversy volume, but that low frequency masks cases of genuine severity. The Swiss Fairness Commission ruled against FIFA's Qatar 2022 carbon-neutrality marketing, turning a greenwashing accusation into a formal regulatory matter still active in June 2026. Related controversies extend the theme, including criticism of the Saudi Aramco and Coca-Cola sponsorships, the cooling and water-use controversies at Qatar, and the animal-welfare outcry over stray-dog culling ahead of Morocco's 2030 hosting.
Beyond these, FIFA has drawn criticism over its marketing and communications, notably branding the 2022 Qatar World Cup as "carbon neutral," and has dealt with fraud and embezzlement, exemplified by the case of former FIFA and CONCACAF official Chuck Blazer. Issues tied to its board and senior management leadership round out the picture, though the overall pattern is one of an organization reacting to the weight of its legal and ethical past rather than getting ahead of it.
As the breakdown above shows, the overwhelming majority of FIFA's screened ESG events fall into the low-risk tier (1,294, or 88.1%), with 165 (11.2%) on the watchlist and 9 (0.6%) classified as Violator, the highest-risk tier under SESAMm's UN Global Compact screening. That tier is assigned only where there is clear evidence of a breach, such as formal sanctions, court findings, or regulatory condemnations, rather than unresolved allegations. For investors with SFDR Article 8 or 9 obligations, or internal exclusion policies tied to UNGC compliance, a Violator flag on a core holding or counterparty is a material signal rather than a monitoring note, which is why the profile is best read as governance-led: the nine Violator events reflect adjudicated breaches concentrated in FIFA's governance history, not the live controversies surrounding the current tournament.
The composition that emerges is a governance core of long-running legal cases, a Qatar-rooted social overlay that has proven durable, and a small but genuinely high-severity environmental tail now being contested through formal channels.
Both lines explode together, but unevenly: absolute volume roughly doubles while the relative share more than quadruples, briefly making Qatar roughly one in seven of all FIFA-related items, because nearly every controversy fires at once. The spike packs in wider labor abuses, and the jailing of whistleblower Abdullah Ibhais; the OneLove armband ban and Qatar's criminalization of same-sex relations and the broader sportswashing and carbon-neutral greenwashing charges; and the unresolved bribery allegations over the 2010 hosting vote. On its own, this acute cluster would suggest a controversy that lives and dies with the tournament.
Phase 3: Off-Season Accumulation (2023–2026)
This is where the two lines part ways, and the accumulation shows itself. After the tournament, the relative share deflates sharply in 2023, the acute spike clearing, but it never returns to baseline; instead, it grinds steadily upward every subsequent year, ending in 2026 at roughly four-and-a-half times its pre-tournament level. Over the same stretch, the absolute volume collapses, from 1.43M in 2023 to around 448K in 2026, under a fifth of the 2022 peak. The two movements together are the key finding: even as total FIFA coverage shrank dramatically, the Qatar migrant-worker case captured a larger and larger share of what remained. Driving that residual are post-tournament findings: The non-payment of the migrant workers during the 2022 World Cup, the campaign for a migrant-worker compensation and remedy fund, and Amnesty's continued push for FIFA to fund remediation.A storyline that merely echoes the event would fade with the falling volume; one that accumulates does the opposite. The controversy is no longer powered by the match calendar but by its own momentum.
The Case Underneath
Underneath that residual sits the report's single heaviest case: the human-rights strand of 135 events running from 2020 to 2026, the longest-running and most densely populated case in the dataset. What stops it fading is that each turn of the hosting cycle reactivates it: the 2026 uptick to 6.49%, the highest reading outside the tournament year itself, coincides with the 2026 World Cup now underway in North America, which revives retrospective scrutiny of Qatar, and the emerging human-rights questions around Saudi Arabia's 2034 tournament, which carries the same migrant-labour lens straight to the next host. The case is not simply failing to fade; it is being actively topped up by each new host, which is why the social exposure reads as structural rather than event-bound.
Key Takeaways
Taken together, the data describes a profile that is primarily governance-related, with the most severe and persistent cases concerning legal exposure, corruption, and bribery, supported by a durable Qatar-rooted social overlay and a small but high-severity environmental tail. All three pillars reach maximum case intensity, so severity is not confined to any single dimension.
The most consistent feature is persistence. FIFA's Controversy Exposure Score has remained in the High-to-Very-High band throughout the period and sits at 99 today. The largest cases run continuously from 2020 to 2026, and a significant share of binding decisions occur outside tournament windows. None of this reduces the significance of the World Cup, which clearly concentrates attention and scrutiny. But the underlying controversy is produced across the quarters between tournaments, and several of FIFA's most consequential outcomes are set during lower-attention periods. For those screening FIFA, the practical implication is that continuous monitoring suits this profile better than event-triggered review, because much of the relevant activity occurs between tournaments rather than during them.
The data suggests that for an entity like FIFA, a four-year review cycle misses most of what matters. Request a demo to see how SESAMm supports the kind of ongoing monitoring this profile requires.
*The Controversy Exposure Score (CES) is a continuous score from 0 to 100 measuring a company's exposure to ESG controversies over time, based on the severity of incidents and their media volume. This is an unsolicited rating: it is not commissioned by the rated company. The company is notified before its score is first issued, does not take part in the rating, and SESAMm has no access to its management or non-public documents. Ratings are produced only from public and licensed sources. The methodology is available here.
Allianz Commercial oversees underwriting for a highly diversified global client base, including a vast ecosystem of large and medium-sized enterprises and infrastructure projects.
To enhance visibility into underwriting risks at scale, Allianz Commercial partnered with SESAMm to implement an automated sustainability and reputational risk due diligence capability directly integrated into underwriting workflows. SESAMm now automates the assessment of hundreds of thousands of companies each year, delivering structured insights on sustainability and reputational risk in seconds via a real-time API-driven workflow.
This deployment functions as a fully integrated component of daily underwriting activities across global teams, supporting high-volume decision-making processes without adding operational burden.
Key Benefits at a Glance
Efficiency: Transformed a manual, multi-step process into a fully automated, real-time underwriting check delivered in seconds.
Going Beyond Data: Automatically completes the sustainability and reputational due diligence questionnaire rather than simply delivering raw risk event data, saving time and enabling faster referral decisions.
Dedicated Corporate and Infrastructure Projects Coverage: Comprehensive global coverage across corporate coverage and infrastructure projects.
Tailored Approach: Risk logic configured to Allianz Commercial’s underwriting policies and decision frameworks, delivering assessments tailored to its specific requirements rather than requiring adaptation to an off-the-shelf product.
The Objective: Consistent Risk Visibility at Scale
Underwriting teams had sustainability and reputational risk data for large listed companies from an existing data provider, but required broader coverage across SMEs and privately held companies. To fill this gap, underwriting teams relied on a combination of internal processes and external research to identify potential risks. As volumes increased, ensuring consistent and timely access to sustainability impacts became a key challenge, particularly during onboarding and renewal cycles.
As part of this process, SESAMm delivered significant additional value by providing direct answers to each sustainability and reputation due diligence questionnaire question in a systematic way, enabling Allianz Commercial to fully automate the process, which was not feasible with other solutions.
Allianz Commercial aimed to:
Provide underwriters with immediate access to structured risk data.
Align with internal sustainability and reputational risk guidelines.
Support efficient onboarding and renewal workflows at high volumes.
Allianz Commercial needed a solution that could deliver real-time, standardized, and scalable risk insights directly within underwriters’ workflows.
The Solution: SESAMm’s Enterprise Underwriting Automation
SESAMm partnered with Allianz Commercial to deploy a fully integrated risk intelligence layer embedded within its proprietary underwriting environment. Underwriters now access SESAMm insights directly within their existing interface.
When underwriters enter a company identifier, the system uses Dun & Bradstreet’s D‑U‑N‑S® Number to anchor the search in a globally recognized, trusted, and data‑rich company record. With that foundation, the SESAMm API can instantly retrieve and deliver a structured sustainability and reputational risk assessment, supporting both precise entity matching and scalable discovery across millions of companies.
The SESAMm API evaluates external data over a multi-year period and automatically answers predefined due diligence questions across sustainability and reputational risk categories. Each response includes:
Clear yes/no determinations
Supporting justification and context
Supporting evidence, compliant with Allianz Commercial audit track requirements
The output is aligned with internal reputational risk and sustainability guidelines and supports transparent, auditable underwriting decisions without adding operational complexity.
Results & Impact
Since deployment, SESAMm has enabled Allianz Commercial to evaluate corporate coverage and infrastructure projects underwriting with consistent, real-time external risk intelligence. A process that previously required multiple research and validation steps can now be completed in under a minute through automated API-driven checks embedded directly within underwriting workflows.
The solution supports the assessment of hundreds of thousands of companies annually for Allianz Commercial and provides underwriters with documented sustainability and reputational risk insights at the point of decision. With expanded visibility across privately held and smaller companies globally, Allianz Commercial benefits from a far more consistent risk coverage while maintaining the speed and reliability required for high-volume onboarding and renewal processes across global operations.
Stay ahead with the latest in ESG and AI intelligence
Join our mailing list to receive new reports, event invites, and updates from SESAMm directly to your inbox.