{"id":13187,"date":"2026-03-25T11:48:47","date_gmt":"2026-03-25T10:48:47","guid":{"rendered":"https:\/\/insights.ieseg.fr\/?p=13187"},"modified":"2026-03-25T11:48:48","modified_gmt":"2026-03-25T10:48:48","slug":"strategy-reality-middle-managers-response-greenwashing","status":"publish","type":"post","link":"https:\/\/insights.ieseg.fr\/en\/resource-center\/strategy-reality-middle-managers-response-greenwashing\/","title":{"rendered":"Caught between strategy &amp; reality: how do middle managers\u2019 respond to greenwashing?"},"content":{"rendered":"\n<p>Behind the glossy reports and green promises, there can be a hidden gap between what organizations say and what they do. This disconnect is called &#8220;greenwashing&#8221; and it isn\u2019t just a reputational risk\u2014it deeply affects the people working inside these organizations.<\/p>\n\n\n\n<p>In this video, professor <a href=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/expert\/susana-esper\/\">Susana ESPER<\/a> presents research she has co-authored with her colleagues from I\u00c9SEG, that explores how greenwashing impacts middle managers*.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"60 Seconds Inside Research | How do middle managers respond to greenwashing?\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/fpCtKxPmNGU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>She noted that middle managers play a crucial role in implementing CSR strategies, whether they&#8217;re in logistics, HR, finance, or dedicated CSR roles. When companies don\u2019t follow through on their promises, these managers can feel frustrated.<\/p>\n\n\n\n<p>\u201cThese internal dynamics are critical for understanding the true impact of greenwashing\u2014and for identifying ways to drive real change from within,\u201d explains the expert.<\/p>\n\n\n\n<h2>Greenwashing and perceptions of responsibility<\/h2>\n\n\n\n<p>As middle managers occupy a unique position where they see strategic and operational realities, they are often the first to detect greenwashing. How they respond depends on who they perceive to be responsible, she adds.<\/p>\n\n\n\n<p>If it originates with colleagues who resist organizational changes, middle managers will likely try to fix it.<\/p>\n\n\n\n<p>When they believe that the misalignment results from customers who voice support for sustainable practices but ultimately make purchasing decisions based on criteria such as price, middle managers tend to delay action, waiting for the right moment to respond.<\/p>\n\n\n\n<h2>Pushes talented managers to leave<\/h2>\n\n\n\n<p>However, middle managers find it particularly troubling when they perceive top managers exaggerate their commitment to sustainability to manipulate stakeholders. This doesn\u2019t just increase distress, makes real progress less likely and can push talented managers to leave the organization.<\/p>\n\n\n\n<p>\u201cIf business leaders truly want to drive change, it\u2019s not enough to focus on impressive reports. Meaningful progress starts with paying close attention to those employees who are committed to making a difference,\u201d explains professor ESPER.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>*Her research was carried out with professors Frank DE BAKKER and Nico HEUVINCK, and with the support of the Ephemer project and the Agence Nationale de la Recherche.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Find out more in their study in the <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1111\/1467-8551.70030\">British Journal of Management<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Behind the glossy reports and green promises, there can be a hidden gap between what organizations say and what they do. This disconnect is called &#8220;greenwashing&#8221; and it isn\u2019t just a reputational risk\u2014it deeply affects the people working inside these organizations. In this video, professor Susana ESPER presents research she has co-authored with her colleagues <a href=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/strategy-reality-middle-managers-response-greenwashing\/\" class=\"more-link\">&#8230;<span class=\"screen-reader-text\">  Caught between strategy &amp; reality: how do middle managers\u2019 respond to greenwashing?<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":13209,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[483,488],"tags":[416,339,18],"article-type":[13],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.5.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How do middle managers\u2019 respond to greenwashing?<\/title>\n<meta name=\"description\" content=\"Behind the glossy reports, there can be a hidden gap between what organizations say and what they do. 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This is called &quot;greenwashing&quot; and it isn\u2019t just a reputational risk\u2014it deeply affects the people working inside these organizations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/strategy-reality-middle-managers-response-greenwashing\/\" \/>\n<meta property=\"og:site_name\" content=\"I\u00c9SEG Insights\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-25T10:48:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-25T10:48:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/insights.ieseg.fr\/wp-content\/uploads\/2026\/03\/iStock-1261322426-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"725\" \/>\n\t<meta property=\"og:image:height\" content=\"482\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andrew MILLER\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andrew MILLER\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/insights.ieseg.fr\/en\/resource-center\/strategy-reality-middle-managers-response-greenwashing\/\",\"url\":\"https:\/\/insights.ieseg.fr\/en\/resource-center\/strategy-reality-middle-managers-response-greenwashing\/\",\"name\":\"How do middle managers\u2019 respond to greenwashing?\",\"isPartOf\":{\"@id\":\"https:\/\/insights.ieseg.fr\/#website\"},\"datePublished\":\"2026-03-25T10:48:47+00:00\",\"dateModified\":\"2026-03-25T10:48:48+00:00\",\"author\":{\"@id\":\"https:\/\/insights.ieseg.fr\/#\/schema\/person\/3d9d5305d4471a7c4bf3fa7bda0d004f\"},\"description\":\"Behind the glossy reports, there can be a hidden gap between what organizations say and what they do. 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