The Problem with Earth Month Isn’t Greenwashing

Why It Matters

When trustworthy brands hide their progress, market incentives for regenerative practices evaporate, eroding consumer trust and jeopardizing long‑term sustainability investments.

Key Takeaways

• ESG titles in S&P 100 dropped from 40% to 6%.
• 87% of U.S. firms raised sustainability spend despite regulatory uncertainty.
• Quiet progress erodes consumer trust and market signals.
• Yerba Madre pays above‑market prices to sustain Indigenous shade‑grown farms.
• Transparent marketing that admits setbacks builds long‑term brand credibility.

Pulse Analysis

The decline in ESG‑focused disclosures among S&P 100 firms reflects a strategic retreat rather than a reduction in climate action. Between 2023 and 2025, the proportion of companies using "ESG" in report titles plummeted from 40% to 6%, a shift driven by heightened litigation risk and tighter regulator scrutiny. Yet a 2025 EcoVadis survey reveals that 87% of U.S. firms have actually increased sustainability spending, a phenomenon analysts label "quiet progress." This silence creates a paradox: firms are doing the work but refusing to broadcast it, leaving stakeholders in the dark.

The consequences ripple through supply chains and communities. Farmers who practice regenerative agriculture lose the premium pricing signal that justifies their stewardship, while ecosystems miss critical restoration capital. Employees who joined firms for purpose‑driven missions face cultural dissonance, and consumers—who would pay a modest premium for verified impact—remain uninformed. Yerba Madre exemplifies a counter‑model: by paying above‑market rates, co‑creating shade‑grown practices with 257 Indigenous farms, and reinvesting sales into forest restoration, the brand sustains both livelihoods and biodiversity, even though its higher price tag reflects those costs.

Brands can break this cycle by embracing transparent storytelling as a core business function. Rather than treating Earth Month as a one‑off campaign, companies should showcase the tangible actions already underway, admit setbacks, and let marketing influence sourcing and hiring decisions. Honest communication builds credibility, aligns consumer expectations with real impact, and ultimately turns silent progress into a competitive advantage that endures beyond a single month.