Crisis PR hub

In contemporary times, people are bombarded with information daily. On TikTok, for example, it is common for users to interact with videos that cause fear and apprehension in an unhealthy way, since the algorithm understands the user’s interests and delivers content in the same pattern (Galanis, 2025). In this unpredictable scenario, when browsing social media, young people show distrust towards brands that they consider inauthentic, manipulative, and lacking a positive online reputation (Tuominen et al., 2025).  

 It is possible to reflect, then, that effective public relations campaigns are capable of improving a brand’s reputation (Lin & Liu, 2021). In this regard, an organizational strategy that has the potential to positively change stakeholders’ perceptions and their relationship towards a company involves corporate social responsibility approaches that address social and environmental issues (Deshmukh & Tare, 2023).  

On the other hand, companies misuse such issues in a distorted way to promote themselves (Lyon and Maxwell, 2021). For example, highlighting positive aspects of their brand but hiding all the facts (Lyon and Maxwell, 2021). The consequence of this can be the spread of “brand hate,” which encompasses audience feelings such as repulsion towards brands blamed for “greenwashing” (Khandai et al., 2025). In this sense, Bowen (2014) explains “greenwashing” as accusations that are harmful to a company’s image and, consequently, to its reputation. 

The Apple company, for example, faced the consequences of greenwashing allegations when a German court banned Apple from advertising the Apple Watch as a “CO2-neutral product” because its eucalyptus offset project was deemed ecologically dubious and legally unstable (More, 2025). Microsoft also faced accusations of greenwashing after non-profit “As You Sow” filed a complaint with the US Securities and Exchange Commission (Skidmore, 2024). They exposed Microsoft’s double standard, since on one hand, the company claimed to lead the fight against climate change, and on the other, targeted fossil fuels as the most significant growth opportunity for its AI, machine learning, and cloud computing tools (Skidmore, 2024).    

Based on this, it is possible to reflect that people are more likely to trust a brand if they perceive it as honest (Sousa, 2025). Therefore, nowadays, even more so with the rise of artificial intelligence, it is fundamental that companies use reliable sources when presenting their products, as well as employ tactics aimed at improving their reputation. For example, formulating strategies that help minimize a business’s environmental footprint by adopting green innovation approaches can be a key strategy to avoid greenwashing accusations (Kot et al., 2025). 

If you are interested in exploring this topic further, below is an infographic containing tips on how companies can avoid greenwashing accusations when promoting sustainability-related campaigns.

References:  

Bowen, F. (2014). After greenwashing. Cambridge University Press. https://doi.org/10.1017/CBO9781139541213  

Deshmukh, P., & Tare, H. (2023). Green marketing and corporate social responsibility: A review of business practices. Multidisciplinary Reviews, 7(3), Article 2024059. https://doi.org/10.31893/multirev.2024059  

Galanis, P., Katsiroumpa, A., Katsiroumpa, Z., Mangoulia, P., Gallos, P., Moisoglou, I., & Koukia, E. (2025). Association between problematic TikTok use and mental health: A systematic review and meta-analysis. AIMS Public Health, 12(2), 491–519. https://doi.org/10.3934/publichealth.2025027  

Khandai, S., Zupic, I., Kohli, H. S., Kataria, S., Yadav, R., & Mathew, J. (2025). Greenwashing and its consequences: The role of skepticism, brand embarrassment, and brand hate in shaping purchase intentions. Quality & Quantity, 59(4), 3723–3749. https://doi.org/10.1007/s11135-025-02132-8  

Kot, S., Khalid, B., & ul Haque, A. (Eds.). (2025). New challenges of the global economy for business management. Springer Singapore. https://doi.org/10.1007/978-981-96-4116-1  

Lin, Y., & Liu, W. (2021). The special role of public relations in modern marketing activities. Academic Journal of Business & Management, 3(11), 8–12. https://doi.org/10.25236/AJBM.2021.031102  

Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20(1), 3–41. https://doi.org/10.1111/j.1530-9134.2010.00282.x  

More, R. (2025, August 26). Apple Watch not a “CO2-neutral product,” German court finds. Reuters. https://www.reuters.com/sustainability/climate-energy/apple-watch-not-co2-neutral-product-german-court-finds-2025-08-26/  

Skidmore, Z. (2024, March 18). Microsoft accused of “greenwashing” due to fossil fuel partnerships. Data Center Dynamics. https://www.datacenterdynamics.com/en/news/microsoft-accused-of-greenwashing-due-to-fossil-fuel-partnerships/  

Sousa, B. (2025). From greenwashing to green trust. https://doi.org/10.34624/iciemc.v0i6.39944  

Tuominen, J., Sormanen, N., Hietajärvi, L., Luoma-aho, V., & Wilska, T.-A. (2025). Young consumers’ brand distrust model: Understanding the antecedents of young consumers’ distrust of brands. Journal of Business Research, 190, Article 115250. https://doi.org/10.1016/j.jbusres.2025.115250