{"id":13655,"date":"2026-03-20T12:17:22","date_gmt":"2026-03-20T12:17:22","guid":{"rendered":"https:\/\/ineditinnova.com\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/"},"modified":"2026-03-19T12:27:58","modified_gmt":"2026-03-19T12:27:58","slug":"la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat","status":"publish","type":"post","link":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/","title":{"rendered":"Generation Z doesn\u2019t forgive greenwashing: sustainability is no longer about storytelling, but about credibility"},"content":{"rendered":"\n

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 \u2014 it must be proven. A recent study led by the UOC<\/a> shows that Generation Z \u2014 those born between 1995 and 2009 \u2014 does not tolerate greenwashing. They observe, evaluate and judge companies\u2019 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.<\/p>\n\n\n\n

The study is based on the opinions of 8,980 people across three European countries <\/strong>(Spain, Italy and Portugal) and three Latin American countries <\/strong>(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 \u2014 such as fossil fuels or certain consumer industries \u2014 are viewed with greater scepticism.<\/p>\n\n\n\n

Geography also plays a role: in Europe, and especially in Spain \u2014 the most demanding country \u2014 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.<\/p>\n\n\n\n

Spain is the country in Europe where consumers are most critical of companies\u2019 environmental behavior.<\/p><\/blockquote><\/figure>\n\n\n\n

Gender is another differentiating factor. Across all countries and generations analysed, women tend to value companies\u2019 environmental commitment and reputation more positively than men, a difference that is particularly evident among Generation X.<\/p>\n\n\n\n

Sustainability and reputation: a direct relationship<\/strong><\/strong><\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

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 \u2014 and trust is built through consistency, coherence and tangible results over time.<\/p>\n\n\n\n


Generation Z does not penalize inconsistency, but it rewards companies that demonstrate a genuine commitment to sustainability.<\/p><\/blockquote><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Article of reference:<\/strong><\/em><\/p>\n\n\n\n

Estanyol, E., Mas-Manch\u00f3n, L., Fern\u00e1ndez-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<\/em>, Vol. https:\/\/doi.org\/10.1108\/YC-06-2025-2596<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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 \u2014 it must… Read more »<\/a><\/p>\n","protected":false},"author":2,"featured_media":13652,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44,33,20,50],"tags":[53],"class_list":["post-13655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-metricas","category-cadena","category-ecodiseno","category-territorio","tag-news"],"acf":[],"yoast_head":"\nGeneration Z doesn\u2019t forgive greenwashing: sustainability is no longer about storytelling, but about credibility - in\u00e8dit<\/title>\n<meta name=\"description\" content=\"Sustainability has ceased to be a secondary element and has become a key factor in corporate reputation. 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It has become a decisive factor in trust, recommendation and social legitimacy.","og_url":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/","og_site_name":"in\u00e8dit","article_publisher":"https:\/\/www.facebook.com\/ineditinnovacio\/?ref=page_internal","article_published_time":"2026-03-20T12:17:22+00:00","og_image":[{"width":1140,"height":641,"url":"https:\/\/ineditinnova.com\/wp-content\/uploads\/2026\/03\/genz.jpg","type":"image\/jpeg"}],"author":"Codina","twitter_card":"summary_large_image","twitter_creator":"@ineditinnova","twitter_site":"@ineditinnova","twitter_misc":{"Written by":"Codina","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/#article","isPartOf":{"@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/"},"author":{"name":"Codina","@id":"https:\/\/ineditinnova.com\/en\/#\/schema\/person\/891e1158385858d9972e3d28e2abf5e5"},"headline":"Generation Z doesn\u2019t forgive greenwashing: sustainability is no longer about storytelling, but about credibility","datePublished":"2026-03-20T12:17:22+00:00","mainEntityOfPage":{"@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/"},"wordCount":499,"image":{"@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/#primaryimage"},"thumbnailUrl":"https:\/\/ineditinnova.com\/wp-content\/uploads\/2026\/03\/genz.jpg","keywords":["NEWS"],"articleSection":["QUANTIFICATION OF ENVIRONMENTAL IMPACTS","SUSTAINABLE BUSINESS STRATEGY","Ecodesign of Products and Services","CIRCULAR TERRITORY"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/","url":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/","name":"Generation Z doesn\u2019t forgive greenwashing: sustainability is no longer about storytelling, but about credibility - in\u00e8dit","isPartOf":{"@id":"https:\/\/ineditinnova.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/#primaryimage"},"image":{"@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/#primaryimage"},"thumbnailUrl":"https:\/\/ineditinnova.com\/wp-content\/uploads\/2026\/03\/genz.jpg","datePublished":"2026-03-20T12:17:22+00:00","author":{"@id":"https:\/\/ineditinnova.com\/en\/#\/schema\/person\/891e1158385858d9972e3d28e2abf5e5"},"description":"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 \u2014 it must be proven. A recent study led by the UOC shows that Generation Z \u2014 those born between 1995 and 2009 \u2014 does not tolerate greenwashing. They observe, evaluate and judge companies\u2019 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.","breadcrumb":{"@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/#primaryimage","url":"https:\/\/ineditinnova.com\/wp-content\/uploads\/2026\/03\/genz.jpg","contentUrl":"https:\/\/ineditinnova.com\/wp-content\/uploads\/2026\/03\/genz.jpg","width":1140,"height":641,"caption":"Generacio Z"},{"@type":"BreadcrumbList","@id":"https:\/\/ineditinnova.com\/en\/la-generacio-z-no-perdona-el-greenwashing-la-sostenibilitat-ja-no-es-una-questio-de-relat-sino-de-credibilitat\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Inici","item":"https:\/\/ineditinnova.com\/en\/"},{"@type":"ListItem","position":2,"name":"Generation Z doesn\u2019t forgive greenwashing: sustainability is no longer about storytelling, but about credibility"}]},{"@type":"WebSite","@id":"https:\/\/ineditinnova.com\/en\/#website","url":"https:\/\/ineditinnova.com\/en\/","name":"in\u00e8dit","description":"We design circular and sustainable solutions for a better future","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ineditinnova.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/ineditinnova.com\/en\/#\/schema\/person\/891e1158385858d9972e3d28e2abf5e5","name":"Codina","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/4fff7c6f6d19e46cfd6c15f0f9b4aeb9970dd1aa4028caf6584e34d95cb8a41d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4fff7c6f6d19e46cfd6c15f0f9b4aeb9970dd1aa4028caf6584e34d95cb8a41d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4fff7c6f6d19e46cfd6c15f0f9b4aeb9970dd1aa4028caf6584e34d95cb8a41d?s=96&d=mm&r=g","caption":"Codina"},"url":"https:\/\/ineditinnova.com\/en\/author\/inedit\/"}]}},"_links":{"self":[{"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/posts\/13655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/comments?post=13655"}],"version-history":[{"count":2,"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/posts\/13655\/revisions"}],"predecessor-version":[{"id":13662,"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/posts\/13655\/revisions\/13662"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/media\/13652"}],"wp:attachment":[{"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/media?parent=13655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/categories?post=13655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ineditinnova.com\/en\/wp-json\/wp\/v2\/tags?post=13655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}