Gen Z holds companies to account for greenwashing

Companies increasingly want to talk about sustainability, but not everyone believes equally in their commitments. The focus of corporate communication has shifted towards sustainability in response to increasingly serious environmental issues, international campaigns such as the UN's 2030 Agenda, regulatory pressures in certain markets, interest in more environmentally friendly investments, and a growing number of environmentally aware consumers. As a result, environmental matters have become a key part of corporate reputation in recent years.