Brands position themselves as greener by relying on images of women, ethnic minorities and nature

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It is also no coincidence that ethnic and racial minorities are among those most concerned about climate change and that brands use images of these minorities in their social media posts, Supran notes.

Car brands in particular are relying on the japan phone number data presence of young and non-binary people in the content they share on social media in an attempt to legitimise greenwashing.

The beauty of nature is another hook that companies in the spotlight in the report use to try to connect with their target audience under totally pharisaical premises.

"One of the most surprising findings of the investigation is that European automotive, commercial aviation and fossil fuel companies are subtly but systematically appropriating the beauty of nature in their social media posts to clean up their public image," says Silvia Pastorelli, climate & energy campaigner for Greenpeace in Europe.

Pastorelli points out that automotive companies are much more prolific on social media than airlines and oil companies , and therefore play a much more active role in sowing the seeds of “greenwashing” on these platforms.

The report's researchers conclude that social media is currently at the forefront of disinformation emanating from climate change.

"This systematic practice of 'greenwashing' needs to be confronted by banning advertising by fossil fuel companies across Europe, just as was the case with tobacco," says Pastorelli.