
That`s not fringe talk. It`s mainstream. Poland ranks 11th globally for greenwashing mentions in major online news sources.
Critics allege that as many as 42% of ESG-related claims are misleading. They accuse firms of selective transparency - flaunting eco-friendly highlights while burying environmental shortcomings. It`s a trust issue. When nearly 90% of surveyed business representatives admit they lack proper ESG knowledge, opponents weaponize this to discredit entire reporting efforts.
As Sebastian Bykowski, IMM’s Vice President warns, disinformation undermines all companies - even those genuinely trying to improve. The chaos is fueled by social media algorithms and generative AI, which amplify controversy and allow fake content to spread at warp speed.
From compliance to confusion - ESG’s growing pains
Despite ESG being enshrined in EU’s Omnibus Directive - binding on firms with over 1,000 employees and €50M+ in revenue or €25M in assets - 45% of companies still don’t know if it applies to them. Meanwhile, media attention is exploding: from 14,600 ESG-related mentions in Q1 2024 to 23,100 in Q1 2025. That’s a 58% leap.
There were 70 ESG-themed events in the last quarter alone, 90% of them free. Yet this informational boom has not translated into widespread understanding. Instead, it created a perfect storm for disinformation to thrive.
The ESG and the ideological skirmish
ESG has become a political football. Both the far left and right now weaponize it for ideological gain. Add to that a media environment dominated by clickbait and vague headlines, and what you get is confusion instead of clarity - skepticism instead of progress.
According to the 19th edition of the "Global Risks Perception Survey", fake news is now considered among the leading threats to global stability. For ESG-driven firms, the consequences are real: lost trust, legal exposure, reputational crises, talent drain, falling brand value - and potentially, existential danger.
IMM’s report "Disinformation about ESG in the media. Facts and myths" was unveiled at the Grand ESG conference by Fundacja Grand Press on May 9, 2025. Download the full report here.
How the media talk (or stay silent) about climate
The report "Climate Change and News Audiences 2024", published earlier this year by Reuters Institute, shows that audience engagement with climate topics has remained almost unchanged for several years.
Climate misinformation remains a significant issue. Interestingly, misinformation sources vary widely, with politicians and celebrities among the most frequently indicated.
Source of Misinformation | Percentage of Respondents |
---|---|
Politicians and political parties | 12% |
Governments | 11% |
Celebrities | 10% |
Climate activists | 10% |
Scientists | 8% |
International institutions | 8% |
Energy companies | 8% |
Friends and family | 7% |
Charitable organizations | 6% |
Religious leaders | 6% |
The problem is not only the emergence of false content but also its dissemination by public figures and influential groups. The high number of mentions of politicians and celebrities as misinformation sources shows that major media players are not always responsible for misleading the public.
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New articles in section Media industry
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Gen Alpha avoids tough topics. What young people are really looking for
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Generation Alpha prefers humor in 46% of cases, while only 12% are interested in news and political topics. Young people and children consciously limit what negatively affects their emotions - according to the report "Gen Alpha Unfiltered" published by GWI.
YouTube redefines viewer engagement. Goodbye to returning viewers
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As many as 30% of internet users now turn to YouTube as their main news source, and 65% consume news in video form. Now the platform is shaking things up. Reach still matters, but engagement is what really counts.
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The Podcast Market in Poland. Research by Wprost and Tandem Media
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How many Polish internet users listen to podcasts? Where and how do we listen? How and why do we choose episodes? Two major studies on this topic were recently released. One by Wprost, the other by Tandem Media from Agora Radio Group. We present both for data comparison and insights.
Disinformation and Fake News. Experts Discuss Challenges for Journalists
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The pandemic, followed by the war in Ukraine, triggered a massive wave of disinformation in media and social channels. Experts at the Impact’22 Congress in Poznań and the European Economic Congress in Katowice discussed effective strategies to combat disinformation.
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
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Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
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