Recently, the climate crisis has become one of the most important debates facing humanity. Companies have increasingly incorporated rhetoric about corporate responsibility, ESG (Environmental, Social, and Governance) criteria, and sustainability into their strategies. But what happens when these promises are just words?
In Brazil, a 2024 investigation by Market Analysis reveals that 85% of the environmental claims made by analyzed tech products constitute greenwashing. In other words, nearly everything marketed as “green” is nothing more than a façade to attract consumers.
The data shows that despite the significant increase in environmental claims on labels, up 46% since 2010, when the first market analysis on this issue was conducted—the proportion of misleading claims has remained practically unchanged. The electronics and accessories sector stands out as a symbol of regression. By 2024, only 9% of products in this category had verified environmental certifications—a drastic drop from 47% in 2014 when Market Analysis conducted its second survey.
How could an industry as central as technological innovation abandon its potential to lead the environmental agenda? Instead of progressing, the industry appears to have doubled down on greenwashing practices, with 92% of environmental claims now being purely “greenwashing”.
To understand this shift, two key numbers must be examined. This change is not happening in isolation but reflects a broader trend that some have called the “conservative shift” in the tech sector in the last years. A prime example is Donald Trump’s stance in 2025, when he withdrew the United States from the Paris Agreement and declared a “national energy emergency,” prioritizing fossil fuel exploration.
These decisions do not only impact the energy sector; they also send a clear message to the corporate world: environmental protection and care cannot be sidelined in the name of economic growth. In this context, it is not difficult to imagine that sectors like technology—which operate with little oversight on environmental matters—may feel emboldened to take less committed positions on sustainability.
And of course, technology is not immune to political pressures and the strategic decisions of its leaders. Mark Zuckerberg, CEO of Meta, recently exemplified this perfectly. His decision to cut teams focused on social impact and redirect resources to the metaverse and artificial intelligence symbolizes the priorities of an industry that views innovation as its sole purpose. Zuckerberg argued that companies should focus on “growth and innovation” and labeled environmental agendas as “restrictive” or “ineffective.” Hearing this, one has to wonder: Are tech companies proving that they can escape public scrutiny by sacrificing their commitment to the planet?
Interestingly, while the tech sector is regressing, other industries are proving that progress is possible. Between 2014 and 2024, categories such as “toys and baby products” and “cosmetics and hygiene” saw increases of 29% and 14%, respectively, in the number of environmental certifications granted. These figures clearly reflect a growing demand from both consumers and companies for transparency and accountability. So why has the tech industry—expected to lead the future—chosen to ignore this trend? Is the sector so obsessed with growth and performance that it acts as if the future doesn’t depend on a habitable planet?
What we are witnessing is more than just a setback. It is a sign of a deep disconnect between the priorities of the tech sector and global needs. Greenwashing is not just a marketing strategy; it is an ethical choice, or rather, the lack of one. And as the tech industry continues to shape the digital world of tomorrow, it is building an unstable foundation based on empty and unfulfilled promises.
If the tech industry does not reconsider its decisions, it risks alienating a generation that values authenticity and responsibility. More importantly, it loses the opportunity to be the transformative force that the climate crisis demands. Companies have the chance to move beyond greenwashing and take on a real role in building a sustainable future. But are they willing to give up the comfort of false promises in favor of something greater? For now, all signs suggest they are not.
*Machine translation proofread by Janaína da Silva.
Autor
Postgraduate in Political Science (Unicamp) and is a research analyst at Market Analysis, a public opinion consultancy based in Brazil.
Graduate in Social Sciences from UFSC (Federal University of Santa Catarina, Brazil) and research analyst at Market Analysis, a public opinion consultancy based in Brazil.
