The problem with Earth Month isn’t greenwashing

Every April, the internet fills up with green logos, limited-edition packaging, and pledges that will be quietly retired by May. We’ve gotten good at calling that out. Greenwashing is understood, documented, and increasingly prosecuted. What we talk about less is the other problem: the brands that are actually doing the work, but have stopped saying so. Both are failures. Just different kinds. Here’s what’s actually happening. The share of S&P 100 companies using “ESG” in their sustainability report titles dropped from 40% in 2023 to just 6% in 2025. But the work hasn’t stopped. According t...