Business
ESG Communication Needs Proof and Data to Avoid Greenwashing
Ludmila Vilar explains how to translate metrics into authentic narratives without falling into corporate clichés.
In an interview on Marketing - The Podcast, Ludmila Vilar explains what separates genuine sustainability communication from mere greenwashing. Vilar highlights the importance of setting clear targets, presenting concrete data, and maintaining long-term transparency to protect corporate reputation.
The difference between ESG communication and green talk
Sustainability communication expert Ludmila Vilar spoke with Bruno Gimenes on Marketing - The Podcast about what separates a consistent sustainability strategy from superficial corporate image campaigns. Addressing the surge of buzzwords and campaigns attempting to greenwash businesses without structural operational changes, Vilar emphasized that the decisive element is whether a company's practices are genuinely backed by solid evidence.
In the video above, the discussion explores how many organizations still rely on tired visual clichés and generic messaging that undermine brand credibility in the market. For Vilar, effective communication must translate concrete actions into accessible insights for diverse stakeholders, including consumers, investors, lenders, and local communities.
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"Sustainability communication is simply the translation of real practices into an understandable narrative," explains Vilar. The specialist stresses that communication must connect strategy, operations, and public perception based on verifiable criteria: "What sets ESG communication apart from green talk is substance and proof."
Risk management and territorial impact
Discussing the reputational damage caused by initiatives lacking socio-environmental planning, Vilar illustrated these dynamics using the tourism and hospitality sector, where she worked over the past two and a half years certifying sustainable practices. She cited the impact of mass tourism and platforms like Airbnb on cities such as Barcelona, where imbalances in housing supply drove up rents and triggered direct pushback from residents and local authorities.
According to Vilar, the lack of a systemic vision harms the very ecosystem in which a business operates, creating severe risks to its reputation and long-term financial viability. When economic activity erodes local culture and harms residents, the destination's overall appeal deteriorates over time.
"ESG is a long-term vision," says Vilar, contrasting predatory business models with responsible management. For her, territorial preservation and ongoing dialogue with regulatory bodies and society are essential to prevent the degradation of the market itself.
Transparent targets and supply chain engagement
Instead of vague appeals to customers—such as generic requests to save resources without proper context—Vilar advocates for communications backed by numbers, historical context, and future targets. As a practical example in hospitality, she contrasts asking guests to reuse towels without explanation with sharing actual data, such as showing the hotel reduced water consumption by 12% over the past 12 months and aims to reach 20% by 2027.
Vilar notes that transparency regarding unfinished milestones builds more credibility than pretending to be perfect. This alignment must engage not only end customers, but also suppliers and internal employees across the value chain.
"When you're transparent, the mindset is saying, 'Look, we haven't done this perfectly yet because we're not there, but we're giving you the data,'" highlights Vilar. For her, an effective narrative relies on balancing actionable data with genuine engagement around shared goals.
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