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Greenwashing Tops Executives' Minds as Conflict and Inflation Threaten Corporate Climate Progress

Executives are at a crossroads in an era of rising environmental awareness and a pressing need for sustainable practices, juggling their optimism for the future with the difficulties presented by external economic and geopolitical factors. Deloitte's comprehensive survey, aptly named the "2022 Climate Check," delves into the minds of 700 CEOs representing a wide spectrum of industries and countries, shedding light on the complex landscape of corporate climate progress and the intricate interplay of sustainability and global dynamics.

As the world prepares for the COP27 climate change conference, Deloitte, in collaboration with Oxford Economics, embarked on an ambitious journey to glean insights from business leaders about their perspectives on climate action. The survey encompassed CEOs from companies with revenues ranging from $250 million to over $10 billion, presenting a panoramic view of the corporate world's stance on sustainability.

Amid the tumultuous waves of economic uncertainties and geopolitical tensions, a heartening 87% of surveyed executives voiced their optimism regarding the long-term economic benefits associated with environmentally sustainable practices. A substantial 75% of respondents shared a belief that their organizations can achieve growth even as carbon emissions are curbed. This collective optimism underscores a profound understanding of the potential synergy between environmental responsibility and long-term business prosperity.


External Factors Cast Shadows on Progress

However, even amidst this optimism, the survey reveals a dichotomy. Nearly half of the respondents (45%) admit that external factors, including geopolitical conflicts like the situation in Ukraine and the spectre of inflation, have prompted them to reconsider and, in some cases, scale down their climate and sustainability strategies in the upcoming year. It is a reminder that, while executives acknowledge the importance of sustainable practices, the intricate web of global factors can exert a tangible influence on corporate decisions.

Steering Towards Sustainable Horizons

The survey unveils an encouraging commitment to climate action within corporate corridors. Approximately 70% of organizations have taken the proactive step of developing and initiating climate mitigation and adaptation strategies. Another 25% have strategic plans poised for implementation within the next one to two years. This speaks volumes about the evolving consciousness within boardrooms, where climate considerations are woven into the fabric of strategic planning.

Guiding Government Action: A Plea for Collaboration

As the world looks to the COP27 conference for meaningful climate commitments, CEOs weigh in on what governments can do to stimulate genuine change. Leading the charge is the imperative to reduce greenwashing (63%), an urgent call to uphold the integrity of sustainability efforts. Notably, 57% advocate for measures to minimize investment risks tied to clean technology. The diverse recommendations underscore the complexity of the challenge, with opinions divided on the introduction of carbon taxes and mandatory climate change reporting from corporations.

In the symphony of perspectives presented by Deloitte's Climate Check, a clear message emerges: optimism persists, even as the corporate landscape grapples with the ever-shifting winds of global conflicts and economic uncertainties. The report serves as a compass, pointing toward a future where the pursuit of sustainability is not just an ethical obligation but an essential pillar of enduring business success.

Greenwashing Concerns Rise: Navigating the Shadows of Deceptive Sustainability

In the increasingly conscious world of sustainable practices, a shadowy concern has emerged that threatens to undermine genuine efforts toward a greener future. The term "greenwashing" has gained traction, signifying the act of misleadingly portraying eco-friendly initiatives while lacking substantial commitment. As environmental consciousness grows, so do concerns over the authenticity of corporate sustainability claims. This spotlight on greenwashing raises crucial questions about transparency, accountability, and the true impact of businesses on the planet.

In an era where consumers and investors alike demand genuine environmental responsibility, greenwashing presents a formidable challenge. It is not merely a semantic issue but a distortion of values, obscuring the lines between authentic commitment and superficial gestures. Companies that engage in greenwashing risk eroding trust, tarnishing their reputations, and contributing to the dilution of meaningful sustainability efforts across industries.

The Rise of Greenwashing Concerns

A recent survey by a prominent professional services firm highlights the increasing prominence of greenwashing in the corporate landscape. Executives are growing apprehensive about this deceptive practice's prevalence within their respective sectors. A substantial two-thirds of business leaders (66%) acknowledge that greenwashing has become a serious issue, casting a shadow over their industries. This concern reverberates on a global scale, ranking at 41% among climate-related worries that CEOs believe warrant widespread attention.

A Call for Authenticity and Transparency

The rise of greenwashing concerns underscores the urgency of fostering genuine sustainability. It necessitates a fundamental shift in how companies communicate their environmental initiatives. Clear, transparent, and measurable actions must replace vague claims and token gestures. To combat greenwashing, businesses must embrace authenticity as a core principle, aligning their actions with their words and substantiating their commitment to a healthier planet.

Consumers and investors, armed with information and empowered by their values, are becoming more discerning. They seek brands that demonstrate integrity, transparency, and a true dedication to sustainable practices. This shift in consumer sentiment places pressure on businesses to abandon superficiality and embrace substantive change. Companies that can communicate their genuine efforts effectively stand to gain the trust and loyalty of a growing eco-conscious audience.

A Collaborative Approach to Change

The battle against greenwashing cannot be fought by businesses alone. It requires collaboration among stakeholders, regulators, and governments. As the world grapples with the challenge of climate change, there is a collective responsibility to ensure that the drive for sustainability remains untainted by deceptive practices. Governments can play a pivotal role by enacting regulations that compel accurate reporting and prevent misleading claims. Regulatory frameworks that encourage transparency and hold companies accountable can foster a landscape where greenwashing struggles to thrive.

The rise of greenwashing concerns marks a pivotal moment in the journey toward a more sustainable world. It serves as a clarion call for businesses to reflect on their practices, communications, and commitment to meaningful change. As the demand for authenticity amplifies and the consequences of climate change intensify, addressing greenwashing becomes not only a strategic imperative but a moral obligation. By dispelling the shadows of deception and embracing genuine sustainability, businesses can forge a path toward a brighter, greener future for all.

Corporate Climate Efforts at Risk: Navigating External Challenges to Sustainability Progress

In the pursuit of a more sustainable future, corporations have championed climate initiatives, pledging to reduce carbon footprints and embrace eco-friendly practices. However, amidst this commitment, a storm of external challenges has emerged, posing threats to these well-intentioned efforts. As the global business landscape contends with conflicts and inflation, the once-clear path toward sustainability has become clouded with uncertainty.

Executive Focus Shifts: Adapting Priorities in the Face of Climate and Global Pressures

The business realm's journey towards a greener tomorrow is undergoing a significant shift in perspective. Executives, who were once steadfastly focused on driving climate progress, are now compelled to reassess their strategies in the wake of external pressures. As geopolitical tensions simmer and inflationary forces disrupt economic landscapes, corporate leaders find themselves at a crossroads, where the route to sustainability must navigate around obstacles that were unforeseen yet impactful.

The Conflict and Inflation Conundrum

Conflict and inflation, both unpredictable and potent forces, have emerged as formidable barriers to sustained climate efforts. Reevaluating business strategies is necessary in light of the geopolitical tensions, which are best exemplified by events like the situation in Ukraine. Moreover, the ripple effects of inflation impact resource availability, financial planning, and investment decisions, influencing corporations' ability to allocate resources to eco-friendly initiatives. These challenges force executives to weigh their commitments to climate goals against the necessity to navigate complex global realities.

Striking a Balance Amid Uncertainty

In response to these evolving dynamics, executives find themselves engaging in a delicate balancing act. The conviction that environmentally responsible practices produce long-term benefits continues to fuel the optimism that drove sustainability efforts. However, this optimism must now contend with the pragmatic realities of conflict and inflation, prompting leaders to recalibrate their timelines, investments, and priorities.

This shifting focus is not a retreat from the commitment to sustainability but a strategic recalibration to ensure the resilience of corporate operations amidst global turbulence. The challenge lies in maintaining momentum on climate progress while mitigating risks posed by external factors that threaten both environmental and economic stability.

The evolution of corporate focus amidst conflict and inflation is not a capitulation but an adaptation—a recognition that true sustainability must be achieved in synergy with a complex and interconnected world. As executive attention shifts, it underscores the need for adaptable strategies that can weather unexpected storms while remaining steadfastly committed to the long-term vision of a sustainable planet.

As the corporate world grapples with the realities of conflict and inflation, the narrative of sustainability takes on a nuanced hue. The shifting executive focus signifies not a reversal of commitment but an acknowledgement of the multifaceted challenges businesses face on the path to a greener future. Navigating these challenges requires a blend of vision, adaptability, and a steadfast dedication to creating a world where environmental responsibility is woven into the fabric of economic decision-making, even in the face of external uncertainties.

Conflict and Inflation Impact: Unforeseen Hurdles on the Path to Sustainability

In the quest for a sustainable future, businesses have championed eco-conscious practices, aiming to mitigate their environmental impact and foster a greener world. However, the journey toward sustainability is far from a straightforward trajectory. In recent times, unexpected challenges in the form of conflict and inflation have emerged, casting unforeseen shadows over these noble aspirations.

The corridors of corporate sustainability are encountering disruptions from two formidable quarters: conflict and inflation. Geopolitical tensions, exemplified by events such as the situation in Ukraine, inject an element of unpredictability into business landscapes. Simultaneously, the spectre of inflation casts its influence on resource availability, financial stability, and strategic decision-making. Together, these factors redefine the landscape in which businesses must harmonize their green ambitions.

Amid these emerging challenges, the focus of corporate leaders is undergoing a subtle transformation. The enthusiasm that once galvanized sustainability efforts remains unwavering, driven by the belief that environmentally conscious practices are intrinsically tied to long-term prosperity. However, this optimism now intertwines with a pragmatic need to navigate through complex global realities that demand attention and adaptation.

Executives find themselves at a juncture where striking a balance becomes paramount. The commitment to sustainability persists, but strategic recalibrations are essential to align with the contours of a world beset by conflict and inflation. This intricate dance involves recalibrating timelines, managing resources judiciously, and reevaluating priorities, all while safeguarding the core ideals of sustainability.

The surge in sustainability efforts has paralleled an increase in scrutiny. This newfound consciousness has amplified the need for authentic commitment and genuine impact. Greenwashing—a practice of creating misleading eco-friendly impressions without substantial action—has captured the attention of business leaders. A significant two-thirds (66%) acknowledge greenwashing's pervasive influence within their industries, recognizing its threat to credibility and the broader sustainability agenda.

As the lens sharpens on corporate practices, so does the call for transparent action. In a world where consumers, investors, and stakeholders seek verifiable progress, the imperative is to go beyond mere rhetoric and embody authentic environmental responsibility.

In the tapestry of modern corporate sustainability, the threads of conflict, inflation, and heightened scrutiny interweave, creating a fabric that is textured, resilient, and complex. As businesses navigate these intricate dynamics, they recognize that sustainability is not a linear journey but an adaptable one. The vision of a greener world remains steadfast, underscored by a commitment to mitigate conflict and inflation's impact and respond to heightened scrutiny with transparency and authenticity. The result is a narrative that embraces change, rising above challenges to ultimately weave a more sustainable tomorrow.


Conflict and inflation, two powerful forces, cast shadows over the canvas of sustainability. Geopolitical tensions and economic uncertainties disrupt the well-laid plans of businesses committed to a more eco-conscious future. Yet, within these challenges lies an opportunity to adapt and evolve. The shifting focus of executives signifies not a retreat from sustainability, but a recalibration that embraces the intricate dance between environmental ideals and real-world complexities.

The rise of greenwashing and intensified scrutiny underscore the demand for authenticity. In a world increasingly attuned to ethical business practices, transparency becomes a cornerstone. Genuine commitment to sustainability transcends words, requiring verifiable actions that stand up to scrutiny. Businesses must rise to this challenge, realizing that their actions have consequences not only for their bottom line but for the broader global ecosystem.

As the narrative concludes, the message is clear: the pursuit of sustainability is not a linear path but a multidimensional journey. Conflict, inflation, and scrutiny are facets of an evolving story that requires adaptation, resilience, and a relentless commitment to change for the better. The chapters written today will shape the legacy of tomorrow—a legacy where businesses harmonize with the world's complexities, embrace authenticity, and ultimately contribute to a more sustainable and equitable future for all.

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