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!
The chemicals industry, often perceived as the backbone of modern economies, is undergoing a notable shift. With the world's focus now fixed on environmental, social, and governance (ESG) initiatives, this sector finds itself at the crossroads of risk and opportunity. In this “ESG Data Trends,” we dive deeper into the chemicals’ market ESG performance, studying the example of Ineos.
The chemicals industry: riding the ESG wave
Post-2020, the chemical market has seen an increase in web mentions. Several factors—from gas shortages rattling this energy-intensive market to escalating environmental concerns—have ushered in a new era of sustainability discussions. But which chemicals are stealing the limelight? Chlorine, Ammonia, and Base Chemicals like Ethylene and Propylene account for over half of the chemical web mentions. And it's not just about their volume. The narrative is changing too. The industry is leaning towards eco-conscious production, championing innovations like recycled propylene, Renewable-Benzene, and Green ammonia.
Figure 1: Chemical market volume of mentions.
What's interesting about this is the emphasis on ESG initiatives over ESG risks. It's a clear signal that the industry is taking action toward sustainability and is making tangible strides. When looking at the industry’s ESG risks mentions, we found that Arkema has the highest percentage of ESG Risks driven mainly by environmental incidents and impact on biodiversity due to a chemical plant explosion in 2017, followed by UOP LLC, which displays the highest proportion of Social related risks as a consequence of layoffs.
Figure 2: ESG risks by company.
Conversely, across the industry, the volume of ESG initiatives indicates a significant commitment to sustainable related practices. Environmental-related practices are the most mentioned initiatives in the chemicals industry; precisely, two pillars stand out in ESG initiatives: climate change reduction and circular economy strategies. LyondellBasell displays the highest percentage of ESG initiatives mentions due to its climate change reduction and circular economy strategies, where the company is working towards greenhouse gas reductions and advancing plastic waste recycling. Despite having the highest environmental risk mentions, Arkema has the highest social-related initiatives with corporate social responsibility.
Figure 3: ESG initiatives by company.
Case study: Ineos
The TextReveal Dashboard detected another chemicals company with an increasing number of mentions, the British multinational Ineos. After the announcement of Ineos Grenadier's off-roader in 2020, the number of mentions more than doubled, increasing Ineos' overall volume. Later on, the company’s mentions have been relatively increasing after cooling down from the announcement, with a significant increase in 2022 following M&A and collaboration announcements, sustainability actions, and controversies around its CEO, Jim Ratcliffe.
Figure 4: Ineos volume of mentions and relative volumes.
We also detected a geographical shift in mentions. Once dominant in the US, Ineos mentions dropped from 65% in 2015 to roughly 30% in 2022. Europe, on the other hand, has seen a spike from 25% to over 65%. Sentiment analysis offers another layer of insight.
Figure 5: Geographical distribution over time.
While the sentiment has largely remained steady, there have been dips, especially during periods associated with fracking controversies and environmental incidents, including a toxic chemical spill. Digging deeper into Ineos’ ESG risks, there has been a decrease over the recent years; nonetheless, before 2019, we captured a relatively higher number of risks, mainly environmental–related controversies, coming from mentions about overexploitation of resources, namely fracking. Social-related risks display a significant proportion of data driven by social dialogue controversies as we capture multiple mentions of protests, particularly in 2017.
Figure 6: Ineos ESG risks over time.
While Ineos ESG risks mentions represent 2.46% of its overall data share, its ESG initiatives mentions represent 5.91% of its web presence, signaling a more positive outlook for the firm, at least from a perception point of view. Furthermore, we detected that environmental–related initiatives are the main focus for Ineos, particularly climate change, while social initiatives arise, particularly in 2018, due to product safety mentions.
Figure 7: Ineos ESG initiatives over time.
Data sources
To produce this analysis, we combined natural language processing with billions of textual web data related to the chemicals market. Using NLP-powered models gives us an edge as we can extract ESG, SDG, and financial insights that aren’t necessarily obvious or easy to detect. These insights help investors make better investment decisions. SESAMm leverages artificial intelligence and machine learning technologies to help you decipher and understand timely sentiment, trends, and ESG metrics on a wide range of public and private companies.
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 request a demo, contact one of our representatives.
Today, it's important to understand the complexities of supply chain regulations. This was the main topic of a recent SESAMm webinar, “Understanding Supply Chain Regulations: The Future Implications of CSDDD”, which explored the implications of the Corporate Sustainability Due Diligence Directive (CSDDD) and other important regulatory frameworks that affect global supply chains.
The webinar, led by SESAMm's CEO, Sylvain Forte, and ESG analyst Maha Chihaoui, explored the evolving landscape of ESG frameworks, laws, and regulations that influence supply chain operations. As businesses strive to enhance transparency, accountability, and ethical practices, they face a multitude of challenges and opportunities. The session highlighted how these initiatives could lead to substantial benefits such as environmental conservation, improved social conditions, and strengthened governance structures.
During the webinar, Maha Chihaoui emphasized the shift from non-binding guidelines to binding laws in the regulatory spectrum, signaling a more robust approach to enforcing corporate accountability and responsibility. Sylvain Forte also discussed the importance of moving beyond mere compliance to ensure genuine adherence to ESG principles, advocating for a systematic and continuous evaluation process to ensure businesses act on their promises.
The session also touched on real-life applications and challenges in implementing these frameworks. For example, the discussion included case studies on companies like Shein and Temu, highlighting how regulatory focus on supply chain controversies has increased visibility and accountability.
As regulatory frameworks around supply chains continue to evolve, the dialogue between various stakeholders—regulators, businesses, and the public—becomes crucial. SESAMm's webinar effectively shed light on these critical issues, offering insights and fostering a deeper understanding of the dynamic relationship between ESG initiatives and supply chain management.
Watch the webinar replay now:
Unlock a deeper understanding of supply chain regulations' complexities and future implications.
CEO Sylvain Forté demonstrates SESAMm’s NLP platform TextReveal® ESG Alerts and Monitoring for public and private companies at FinovateSpring 2023. He uses Wirecard, a German FinTech company that went bankrupt following a fraud accusation, as an example to illustrate the platform's ability to identify potential controversies and assign them severity scores automatically.
Furthermore, he demonstrates another use case with Twilio, an API messaging and phone services provider, which had previously been exposed to major cybersecurity issues. TextReveal ESG Alerts and Monitoring was able to immediately identify the controversial events, providing valuable insights to users.
In this video, Sylvain Forté also showcases what differentiates our solution from competitors while shedding light on our massive 20-billion article data lake, our advanced AI technology and algorithms, and how we combine both to provide major financial institutions, private equity funds, and banks with timely and accurate data to help them detect any issues with investments, suppliers, or clients.
Watch the full recording:
Reach out to SESAMm
TextReveal’s web data analysis of over five million public and private companies is essential for keeping tabs on ESG and other investment risks. To learn more about how you can analyze web data or to request a demo, reach out to one of our representatives.
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.