ZURICH—Recent research from RepRisk, a global leader in environmental, social and governance (ESG) data technology, showed a 12 percent decrease in greenwashing risk globally across all sectors during the year ending June 2024. Greenwashing is the practice of making misleading claims about a company's environmental impact to make it appear more sustainable than it is. This is the first such decrease in six years, according to the report. RepRisk's third annual greenwashing report finds this is likely the result of increased regulatory measures and companies engaging in greenhushing out of fear of pushback from stakeholders, especially consumers, investors and regulators.

While the prevalence of incidents has fallen, the number of severe greenwashing cases has increased by 30 percent, according to the report.

"Stakeholders are more aware of greenwashing risk than ever before," said Dr. Philipp Aeby, CEO and co-founder of RepRisk. "While regulators have successfully pushed forward legislation to deter greenwashing, the risk will keep evolving as new forms emerge, leaving companies open to reputational damage which impacts their bottom line. Greenwashing is often driven by corporate narratives. To uncover it, investors and companies should rely on what external sources reveal about these claims."

The fall in net cases underlines that companies are increasingly cognizant that greenwashing is a material offense and are taking proactive steps to mitigate exposure, according to the report. This is an encouraging sign for governing bodies banking on pending and active greenwashing legislation to instigate change.

However, RepRisk data found that 30 percent of all companies linked to greenwashing in 2023 were also flagged in 2024. This indicates that while public perception is having a big impact on the overall downward trend, more regulation, coupled with transparent data, is needed to reduce protracted cases and tackle the growing number of severe incidents.



The report also signals a significant shift in the greenwashing landscape of banking and financial services. While the sector experienced a 70 percent increase in climate-related greenwashing from 2022 to 2023—a trend also reflected in a report from the European Banking Authority published this summer—new RepRisk data reveals a 20 percent decrease in incidents globally across the sector from 2023 to 2024. Just over a third (36 percent) of financial companies linked to greenwashing last year were also linked to greenwashing in 2024, slightly above the 30 percent average across all sectors.

According to the report, regulation has had an impact on the overall downward trend. The UK saw a relatively modest reduction in incidents of 4 percent, whereas there was a 20 percent decline in the EU, which led the regulation wave based on the sheer volume of legislation that went into effect in the past 12 months. For example, the EU's Green Claims Directive mandates that companies substantiate their environmental claims with robust evidence, contributing to a reduction in incidents across the continent.

However, regulation may not be the sole driver, as U.S. greenwashing trends paint a different picture. Greenwashing cases in the U.S. peaked in 2022, with 503 incidents—a 35 percent year-over-year increase from 2021. This was followed by a 10 percent decline in 2023 and a modest 6 percent rise in 2024. 

One possible explanation for the divergence in the U.S. is the increasing politicization of ESG, according to the report. The earlier decline may be linked to companies and funds becoming more cautious about promoting their green credentials, responding to pressure from investors, state attorneys general, and other state-level political figures opposed to considering ESG criteria in investments.