Between promise and practice: exploring greenwashing in Paris 2024 partners’ communication

Abstract

The article aims to identify and evaluate from a multidisciplinary perspective a sample of greenwashing complaints and lawsuits received during 2023 by sponsors of the Paris 2024 Olympic Games. From the communication sphere, a content analysis template is applied to advertising campaigns that have received greenwashing lawsuits and complaints alike during 2023 to explore how sponsors present their sustainability initiatives to the public, from a marketing point of view, the content analysis template is used to evaluate authenticity and effectiveness by analysing the packaging, brand promises, labelling and other marketing efforts made by sponsors accused of greenwashing, while from a legal perspective, the article focuses on greenwashing lawsuits received by various courts against the sponsors of the event, and discussing them. It was found that at least 44% of the sponsors of the Paris 2024 Olympics were identified as having used greenwashing practices during 2023 and it is concluded that 54.5% of these complaints/lawsuits would be justified. This study is relevant due to the international impact represented by a sporting event like the Olympic Games, in which the organising committee is committed to sustainability as one of the pillars of the event. In addition, at a social level, the article allows consumers to identify possible greenwashing actions by internationally known companies to evaluate their commitment to sustainability. At a business level, the study provides companies with a better understanding of the phenomenon of greenwashing so they can avoid engaging in these practices.