But not everything that appears sustainable is actually sustainable. It is necessary to distinguish between a real, measurable positive Impact and mere narrative.

It is necessary to analyze data, measure Impact, communicate transparently, and take responsibility for results, without filters or illusions. Only then is it possible to commit to continuing to improve and set realistic goals for the future, whether short-term or long-term.

In recent years, we have seen a growth in “green marketing,” often well-intentioned but unrealistic. This is where the term greenwashing comes in: actions or messages that appear sustainable but do not translate into actual practices. This concept is real and has the potential to undermine good practices in the public’s eyes, who often cannot distinguish between what is true and what is not. Hence, the importance of simplifying the message.

In addition to undermining trust, greenwashing undermines the efforts of Organizations that work rigorously. These organizations, which communicate transparently not only their results but also their processes, become benchmarks and examples to follow in terms of Sustainability, systematizing practices and tools. These are organizations that think of Sustainability as a process and do not just seek results that demonstrate it.

This communication must be accessible, simple, relatable, and not based solely on technical reports and specialized language. The democratization of concepts and their illustration through concrete examples makes this language more universal, capable of being understood by everyone, in a logic of collective responsibility and permanent, systemic practice, a commitment to the present and the future.

More than ever, it is necessary to show what is being done, why it is being done, and what results are being achieved, so that everyone understands the beginning, middle, and end of the issue. Being transparent means setting an example in an Ecosystem where trust is built on facts, inspiring the integration of Sustainability into everyday life, and promoting the generalization and democratization of the concepts inherent to it. It is necessary to demystify, clarify, and make this communication as accessible as possible.

As always, we want to make room for reflection, sharing, and collective learning, and fight against concepts such as “greenwashing” and others that discredit the cause.  This is the topic we will be discussing in the next “Conversations with Impact: Environmental Sustainability Without Filters.”

We will talk about the real Impact and how to communicate it truthfully to people who are committed to the cause and willing to take on this responsibility.

Join the conversation on December 17 at 4:00 p.m. at Casa do Impacto.

Sign up here!