Climate change has long been recognized as one of the most pressing global challenges, characterized by rising temperatures, melting ice caps and increasingly extreme weather events [1]. Scientific consensus on the human impact on climate change has led to both political and corporate moves toward sustainability. Over the past few decades, the concept of environmental, social and governance (ESG) policies has emerged as a framework for companies and investors to systematically deal with these challenges.
Did it start today?
The origins of ESG policies can be traced back to the broader corporate social responsibility (CSR) movement that began in the 1960s and 1970s. CSR initially focused on philanthropic efforts and ethical business practices, gradually evolving into a more comprehensive consideration of environmental and social issues. The 1990s saw the mainstreaming of these issues into business strategies, with the launch of initiatives such as the United Nations Global Compact in 2000, which encouraged companies to align their operations and strategies with ten universally accepted principles on human rights, labor, environment and anti-corruption.
The term ESG itself gained prominence in the mid-21st century, particularly after the landmark 2004 report “Who Cares Wins,” which was a joint initiative by financial institutions at the invitation of the United Nations [2]. The report argued that integrating environmental, social and governance factors into capital markets makes good business sense and leads to more sustainable markets and better outcomes for societies.
We are waking up as a society
In recent years, ESG issues have become central to corporate governance and investment decisions [3]. This shift is driven by several factors, including increasing regulatory requirements, growing consumer awareness, and recognition of the financial risks associated with climate change. Investors are now more willing to consider ESG criteria to assess the long-term sustainability and ethical impact of their investments.
Climate change as a catalyst for ESG
Climate change remains at the center of ESG policies. The urgent need to address climate change has led to the implementation of various international agreements, such as the 2015 Paris Agreement, which aims to limit global warming to well below 2 degrees Celsius above pre-industrial levels [4]. This has prompted governments and corporations to commit to reducing greenhouse gas emissions and switching to renewable energy sources.
In response to these global commitments, many companies have adopted comprehensive ESG strategies to reduce their carbon footprints, improve energy efficiency and ensure sustainable supply chains. For example, large corporations are increasingly setting ambitious carbon neutrality targets and investing in green technologies. The financial sector has also embraced ESG principles, with investors seeking to support companies that demonstrate strong environmental stewardship.
Current trends and challenges in ESG implementation
Despite progress, effective implementation of ESG policies faces several challenges. One significant issue is greenwashing, in which companies exaggerate or falsely claim that their environmental efforts appear more sustainable. This has led to growing scrutiny from regulators, investors and consumers demanding greater transparency and accountability [5].
The European Union has played a leading role in combating greenwashing through legislation. EU Directive 2024/825, known as the Greenwashing Directive, effective March 26, 2024, provides guidelines for fair marketing communications to ensure that companies’ environmental claims are authentic and verifiable. The directive aims to protect consumers and the environment from misleading practices.
Glacier retreat and its ecological effects
Scientists from the Polish Academy of Sciences (PAN) are focusing on one of the most notable phenomena in the polar regions: the retreat of glaciers [6]. Researchers from the Institutes of Geophysics and Oceanology recently completed field work as part of the “RAW – Retreat and Wither” project, which investigates how the change of glaciers from sea- to land-terminating affects marine biological production and the biogeochemistry of Arctic seas.
Dr. Matthew Moskalik, head of the research team from the Institute of Geophysics of the Polish Academy of Sciences, pointed out that the Arctic is warming more than four times faster than the global average, accelerating the melting of glaciers [7]. This transformation is causing glaciers previously terminating at sea to become terminating on land, where meltwater flows into the sea via rivers rather than directly. This change may initially expand fjord areas and expose new land areas, changing the balance of nutrients in the fjords and affecting the growth of plankton and its role in absorbing and depositing carbon dioxide in marine sediments.
The project’s results suggest that the complexity of Spitsbergen’s fjords, with their shallower depths and numerous independent bays fed by glaciers, results in different physical and chemical conditions affecting plankton development. The reduction of sea-end glaciers potentially creates unfavorable conditions for marine plankton, leading to a reduction in their role in CO2 reduction and affecting the broader Arctic ecosystem.
Polish question mark – consumer awareness and skepticism are on the rise
Parallel to these scientific endeavors, the 6th edition of the EKObarometer survey conducted by SW Research reveals a significant increase in environmental awareness among Poles [8]. Almost 3 in 4 Poles (72%) consider the current state of the environment to be a significant problem. However, this increased awareness goes hand in hand with growing skepticism about green marketing [8]. While green products are valued, consumers are increasingly demanding authenticity in environmental claims.
Eco-critics and eco-enthusiasts – will Poles divide further?
The EKObarometer survey identifies four types of eco-personalities among Polish consumers: Pragmatists (33%), Critics (16%), Enthusiasts (24%) and Pretenders (27%). It is worth noting that there was an increase in the Critics segment (+6 percentage points) and a decrease in the Enthusiasts segment (-7 percentage points) [8]. This shift reflects growing environmental awareness, but also growing skepticism about green marketing.
The polarization is evident in the perception of green-themed ads: 39% of Poles believe that these ads increase environmental awareness, while 34% do not trust their sincerity, seeing them as mere marketing gimmicks. What’s more, a majority (68%) agree that green slogans are only used for promotional purposes, while 63% believe that most brands view green activities as image-building [8].
It will get better
Growing skepticism about green marketing underscores the need for authenticity and transparency in green claims. The significant drop in the EKObarometer Index compared to last year, reaching 8 points, signals a growing gap between eco-critics and eco-enthusiasts [8].
Looking ahead, the implementation of the EU’s greenwashing directive may increase the credibility of environmental claims, encouraging more sincere and authentic marketing communications. Consumers are suggesting solutions that include unconventional, greener media, such as ads on public transportation and urban bicycles, reserved for brands actively committed to the environment.
Bibliography:
[1] https://www.un.org/en/global-issues/climate-change
[2] https://mpra.ub.uni-muenchen.de/119642/1/MPRA_paper_119642.pdf
[3] https://hbr.org/2019/05/the-investor-revolution
[4] https://unfccc.int/most-requested/key-aspects-of-the-paris-agreement
[8] https://ekobarometr.pl/ekobarometr-6
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