Corporate Sustainability & Greenwashing

 

Media impact, differences among the companies analyzed, and communication strategies put to the test

 

 

 

 

Discover how sustainability and greenwashing topics appear in media coverage of five leading international companies. Our analysis reveals which topics gain traction, which receive little attention, and what triggers critical debates.
 

 

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Understanding the Media Reality – Sustainability in 2025

Sustainability remains a key communications topic – but not with the same level of impact everywhere. Our analysis of online news and social media from November 2024 to April 2025 shows:

 

  • Owned media emphasizes sustainability far more than external coverage.
  • Greenwashing accusations are mostly directed at companies with high media visibility.
  • The five companies studied, from different sectors, show clear differences in visibility and thematic focus.

 

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Which of the companies analyzed successfully place sustainability topics and why others are less visible

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How owned and earned media differ on sustainability topics and what that means for your communication strategy

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What triggers greenwashing debates and how to reduce the risk

 

Gain exclusive insights and align your communication strategy with the topics that resonate most in your industry environment.

 

 

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INSIGHT REPORT

PRophet examined the sustainability and greenwashing debate for five global companies: Apple, British American Tobacco, BP, Danone, and Diageo. The study analyzed millions of articles and social media posts worldwide – from sustainability initiatives and partnerships to high-profile controversies. The results show how visible sustainability and greenwashing are in the public discourse around these companies and which stories capture the most attention.

 

Key findings at a glance:

  • Clear differences between the companies studied – FMCG leads, technology and tobacco show lower resonance
  • Gap between self-perception and public perception: owned content is often far more sustainability-focused than external coverage
  • Greenwashing accusations concentrate on specific incidents, most notably involving Apple and BP
  • Positive stories drive engagement, but criticism travels just as far
     

 

 

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