Reconceptualizing Marketing in the Climate Change Era: Sustainability Vs. Greenwashing

Global warming and its increasingly visible consequences (ecosystem degradation, loss of natural resources, pressure on quality of life and economic instability) require a re-evaluation of the role of marketing in relation to society and the environment. In an economy under the pressure of climate change, marketing can no longer be limited to product promotion, but becomes a strategic instrument for guiding behaviours toward long-term sustainability and responsibility. Recent research increasingly highlights the discrepancy between declarative "green" communication and the real actions of organizations, the phenomenon of greenwashing generating distrust and affecting corporate legitimacy.
While this reconceptualization seeks to align economic objectives with the need to reduce environmental impact, the growing public interest in "green" products and initiatives has also generated a spread of the greenwashing phenomenon, through which some organizations communicate exaggerated or misleading ecological performances that they do not actually support. This phenomenon fuels consumer skepticism, undermines the credibility of sustainable marketing, and limits the ability of companies with authentic practices to differentiate their efforts. As a result of these actions, contemporary marketing must move beyond the stage of superficial communication and orient itself toward transparency, measurable evidence, and real responsibility, offering a solid framework for building a relationship of trust between organizations and society.