Sustainable investing didn’t creep into finance. It arrived quickly and with confidence. Within a few years, ESG funds were everywhere across Europe. Asset managers updated their brochures. Sustainability teams grew. Climate language moved from the margins of annual reports to the front page of marketing decks. At first, most people welcomed it. More transparency. More responsibility. More long-term thinking. But then the awkward questions started to surface. Investors began

There’s something slightly strange about how sustainability is talked about today. Every company seems to have a climate story. Open any annual report and you’ll find pages on carbon targets, responsible sourcing, ESG performance, net-zero roadmaps. The language is confident. The graphics are polished. The commitments stretch to 2030, 2040, and 2050. And yet, the more companies talk about being green, the more the word greenwashing  shows up in headlines. That tension is hard