Unearthing Corporate Greenwashing: A Content Analysis of Sustainability Reporting in the Mining Sector

Greenwashing is a common form of corporate disinformation that is often challenging for the general public to detect. Companies engage in greenwashing in their reporting to mislead shareholders and stakeholders about their environmental efforts, seeking to enhance legitimacy and gain competitive advantages. While systems for identifying greenwashing exist, they typically focus on advertising, leaving greenwashing in corporate reports underexamined. This study aims to address this gap by conducting a qualitative content analysis of a climate report from a mining and commodity trading company, considering the company’s profile, the report’s target audience, and current research. The findings reveal that the company employs numerous subtle greenwashing strategies to project a more sustainable image through strategic omissions, hedging and vague long-term goals. Moreover, this research broadens the scope of greenwashing analysis to include corporate reporting, which targets a more informed audience, such as shareholders and experts, rather than the general public. The results underscore the need for stricter regulation of sustainability reports and highlight the importance of fostering greater scrutiny among shareholders.