Global Executives Say Greenwashing Remains Rife
Nearly three-quarters of corporate leaders say most organisations in their industry would be caught greenwashing if they were investigated thoroughly
Nearly three-quarters of corporate leaders say most organisations in their industry would be caught greenwashing if they were investigated thoroughly
Most global executives think greenwashing is widespread in their industry, and despite customers becoming more vocal about preferring sustainable brands, many companies are cutting corners on their environmental, social and corporate governance initiatives.
Nearly three-quarters of executives said most organisations in their industry would be caught greenwashing if they were investigated thoroughly, according to a survey of nearly 1,500 executives across 17 countries and seven industries conducted in January by the Harris Poll on behalf of Google Cloud.
The risk of greenwashing is increasing with crackdowns on overstated green claims on both sides of the Atlantic. Despite that threat, the figures are consistent with last year’s findings: Nearly 60% say their own organisation is overstating its sustainability methods. While for some it may be intentional, most say it is instead often due to setting sustainability goals or pledges without a concrete plan to reach them.
“There are actors that are maybe intentionally overstating what they’re doing, but I honestly think for the most part, companies are sincere—they’ve set their goals, they’re working towards them, but they don’t always have the data to be transparent,” said Kate Brandt, chief sustainability officer at Google.
The survey gives insight into where companies are in their sustainability efforts. A little more than a quarter are developing their sustainability programs, 22% have a plan they are implementing, another 22% are able to measure its impact, and 14% are in the final stage of optimising their plan based on measured outcomes. In contrast, nearly a tenth plan to start developing their sustainability plan in the near future, while the remaining 6% don’t have a plan or any intention to come up with one soon.

Nearly three-quarters of executives said they want to advance sustainability efforts but don’t actually know how to go about doing it. Top tools identified to improve their ability were having a dedicated sustainability leader, support from senior management, advanced measurement tools, and education for employees and executives. And the two main ways they expect advancement is through technology innovation as well as investment in sustainable operations or services.
With nearly a decade of experience as a CSO, Ms. Brandt said the survey findings reinforced her point of view on how a company can set itself up to be successful. Businesses need strong governance powered by good data and metrics and a dedicated sustainability leader to be the center of gravity but one who can also embed sustainability inside business functions.

Most executives surveyed—85%—said customers and clients are becoming more vocal about their preference for engaging with sustainable brands. However, economic uncertainty means that business leaders have increased their focus on customers, revenue and growth, although ESG issues remain one of businesses’ top three priorities.
While an earlier survey by industrial conglomerate Honeywell International Inc. found that sustainability budgets at most companies were relatively insulated from cuts, the more recent Google Cloud survey indicates things may have changed. Two-thirds of executives in the latest survey said they are having to cut corners on sustainability initiatives and 45% said the economy is negatively affecting their organisations’ sustainability efforts.
“Essentially when times are getting hard, you get to see who’s serious about this agenda and those who are paying lip service or perhaps accidentally overstating their efforts,” said Justin Keeble, managing director of global sustainability at Google Cloud.
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Administration officials have spoken to the airline industry, which has voiced concerns about the rising costs.
Former New Hampshire Gov. Chris Sununu delivered a warning to Treasury Secretary Scott Bessent during a recent visit to Washington: Already-high airfares will surge if the war in Iran doesn’t end soon.
Sununu, a Republican who represents some of the biggest airlines as president of the industry group Airlines for America, has for weeks sounded the alarm to Trump administration officials about the economic fallout from high jet fuel prices. The war, Sununu has argued, must come to a close soon, or things will get worse.
Administration officials have gotten the message.
Privately, President Trump’s advisers are increasingly worried that Republicans will pay a political price for the rising fuel costs, according to people familiar with the matter. Many of those advisers are eager to end the war, hoping prices will begin to moderate before November’s midterm elections.
The fallout from the U.S.-Israeli attack in late February has slowed traffic through the Strait of Hormuz, a vital shipping lane, triggering a sharp increase in oil, gasoline and jet-fuel prices.
That means consumers are grappling with high costs ahead of the summer travel season, as they consider vacation plans.
Sixty-three per cent of Americans said they put a great deal or a good amount of blame on Trump for the increase in gas prices, according to a new poll conducted by NPR, PBS and Marist.
More than 8 in 10 Americans said struggles at the gas pump are putting strain on their finances.
Jet-fuel prices roughly doubled in a matter of weeks after the war began, and they have remained high. Airlines have said that will add billions of dollars of additional expenses this year, squeezing profit margins.
U.S. airlines spent more than $5 billion on fuel in March—up 30% from a year earlier, according to government data.
Carriers have been raising ticket prices, hoping to pass the cost along to consumers, and they are culling flights that will no longer make money at higher price levels.
In March, the price of a U.S. domestic round-trip economy ticket rose 21% from a year earlier to $570, according to Airlines Reporting Corp., which tracks travel-agency sales.
So far, airlines have said the higher fares haven’t deterred bookings and they are hoping to recoup more of the fuel-cost increases as the year goes on.
Earlier this week, Trump said the current price of oil is “a very small price to pay for getting rid of a nuclear weapon from people that are really mentally deranged.”
Secretary of State Marco Rubio told reporters that if Iran got a nuclear weapon, the country would have more leverage to keep the strait closed and “make our gas prices like $9 a gallon or $8 a gallon.”
Trump has taken steps in recent days to bring the war to an end. Late Tuesday, the president paused a plan to help guide trapped commercial ships out of the Strait of Hormuz, expressing optimism that a deal could be reached with Iran to end the conflict.
Crude oil prices fell below $100 a barrel on Wednesday, after reports that Iran and the U.S. are working with mediators on a one-page framework to restart negotiations aimed at ending the conflict and opening the strait.
Sununu said Trump administration officials are conscious of the economic fallout from the war: “They get it…and I think that’s why they’re trying to get through the war as fast as they can.”
But he cautioned that it could take months for prices to return to prewar levels.
“Ticket prices won’t go down immediately” after the strait is fully reopened, Sununu said. “You’re looking at elevated ticket prices through the summer and fall because it takes a while for the prices to go down.”
Since the initial U.S.-Israeli attack in late February, Sununu has met in Washington with National Economic Council Director Kevin Hassett, representatives from the Transportation Department and senior White House officials.
A White House official confirmed that Hassett and Sununu have discussed the effect of increased fuel prices on the airline industry. The official said the conversation touched on how the industry can mitigate the impact of high jet fuel prices on consumers.
“The president and his entire energy team anticipated these short-term disruptions to the global energy markets from Operation Epic Fury and had a plan prepared to mitigate these disruptions,” White House spokeswoman Taylor Rogers said, pointing to the administration’s decision to waive a century-old shipping law in a bid to lower the cost of moving oil.
Rogers said the administration is working with industry representatives to “address their concerns, explore potential actions, and inform the president’s policy decisions.”
A Treasury Department spokesman pointed to Bessent’s recent comments on Fox News that the U.S. economy remains strong despite price increases. The spokesman said Treasury officials have met with airline executives, who have reaffirmed strong ticket bookings.
“We’re cognizant that this short-term move up in prices is affecting the American people, but I am also confident, on the other side of this, prices will come down very quickly,” Bessent told Fox News on Monday.
The war has already contributed to one casualty in the industry: Spirit Airlines. Company representatives have said they were forced to close the airline because the sustained surge in jet-fuel prices derailed the company’s plan to emerge from chapter 11 bankruptcy.
The Trump administration and Spirit failed to come to an agreement for the company to receive a financial lifeline of as much as $500 million from the federal government.
Transportation Secretary Sean Duffy has argued that the Iran war wasn’t the cause of Spirit’s demise, pointing to the company’s past financial struggles, as well as the Biden administration’s decision to challenge a merger with JetBlue.
Other budget airlines have also turned to the federal government for help since the U.S.-Israeli attack. A group of budget airlines last month sought $2.5 billion in financial assistance to offset higher fuel costs, and they separately wrote to lawmakers asking for relief from certain ticket taxes.
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