Fear of ‘greenwashing’ accusations on the rise among Irish businesses

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🗞️ Driving the news: Irish businesses are increasingly concerned about accusations of “greenwashing,” with 35% now prioritizing clear sustainability communication to avoid reputational risks, according to an EY Ireland survey
• This represents a steep rise from 13% in 2022

🔭 The context: As environmental claims become central to consumer trust, more than four-fifths of surveyed Irish businesses have intensified their sustainability efforts, up from 62% last year, signaling a shift in focus toward transparency and environmental accountability

🌍 Why it matters for the planet: Growing vigilance against greenwashing can drive more authentic sustainability initiatives, helping consumers discern between genuine environmental efforts and mere marketing

⏭️ What's next: Companies may increasingly adopt measurable and verifiable sustainability practices to align with regulatory standards and avoid reputational damage from greenwashing claims

💬 One quote: “The shift among Irish businesses is very encouraging,” - Derarca Dennis, EY Ireland’s sustainability services lead

📈 One stat: 81% of Irish businesses now prioritize sustainability, up from 62% in 2022

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