Greenwashing, social washing e bluewashing: estratégias de aparência ética e os desafios para a governança global

Abstract

The growth of the environmental, social and governance (ESG) agenda in recent decades has led companies and institutions to incorporate discourses related to sustainability, social responsibility and human rights. However, alongside the expansion of these concerns, strategic communication practices have emerged aiming to create an appearance of responsibility without substantial changes in organizational practices. Among these strategies, greenwashing, social washing and bluewashing stand out. This article analyzes the historical origins of these concepts, their defining elements and the legal and ethical principles related to them. It then examines emblematic international cases that illustrate such practices. Finally, it presents institutional and social mechanisms capable of preventing or combating these strategies, highlighting legal instruments, governance mechanisms and the role of civil society and the international community.