Sustainability has ceased to be a secondary element and has become a key factor in corporate reputation. In a context shaped by the climate crisis, increasing regulatory pressure and growing investor interest, more and more organisations are incorporating environmental narratives into their communication. But it is no longer enough to say it — it must be proven. A recent study led by the UOC shows that Generation Z — those born between 1995 and 2009 — does not tolerate greenwashing. They observe, evaluate and judge companies’ environmental performance; they penalise those that are not aligned between discourse and actual practices, and demand transparency, data and measurable outcomes. In a market where consumers are increasingly demanding and informed, sustainability is not just about storytelling, but about credibility. It has become a decisive factor in trust, recommendation and social legitimacy.

The study is based on the opinions of 8,980 people across three European countries (Spain, Italy and Portugal) and three Latin American countries (Chile, Colombia and Mexico). It shows that, in terms of environmental reputation, not all companies start from the same position. Sectors traditionally associated with negative impacts — such as fossil fuels or certain consumer industries — are viewed with greater scepticism.

Geography also plays a role: in Europe, and especially in Spain — the most demanding country — consumers tend to be more critical. According to the study, this is due to higher social and media awareness of the climate crisis, as well as growing distrust towards institutions and large corporations.

Gender is another differentiating factor. Across all countries and generations analysed, women tend to value companies’ environmental commitment and reputation more positively than men, a difference that is particularly evident among Generation X.

Sustainability and reputation: a direct relationship

This shift reflects a deeper transformation: sustainability is no longer seen as an added value, but as a minimum expected standard. Companies that fail to meet it risk losing credibility and facing increasing reputational risks.

At the same time, the study highlights that Generation Z not only penalises inconsistency, but also rewards companies that demonstrate genuine commitment. This implies a change in logic: it is no longer about shaping perception, but about building trust — and trust is built through consistency, coherence and tangible results over time.

In this context, sustainability becomes a competitive factor: it influences the ability to attract and retain customers, access investment and even attract talent. Companies that integrate it across their strategy not only reduce risks, but also create opportunities for differentiation.

Article of reference:

Estanyol, E., Mas-Manchón, L., Fernández-Cavia, J. & Van-Bergen, P. (2025). Raising the bar? How Generation Z perceives corporate reputation and environmental commitment. Young Consumers: Insight and Ideas for Responsible Marketers, Vol. https://doi.org/10.1108/YC-06-2025-2596