CORPORATE SUSTAINABILITY PRACTICES DISSEMINATED IN THE SPECIALIZED MEDIA

Abstract

This research aims to analyze sustainability initiatives proposed by organizations and publicized in the media. The methodology adopted is characterized as documentary research, based on the collection and analysis of reports published in specialized communication portals, seeking to understand how these practices are disseminated. The main results show that companies listed on B3 have been adopting both concrete actions, such as issuing green bonds, bioeconomy funds, international certifications, and investments in carbon credit projects, as well as institutional strategies aimed at reaffirming socio-environmental commitments and strengthening the organizational image through recognition in rankings, in a context where practices are often aligned with the companies' sectors of activity. The study also reinforces the need for critical analysis to avoid greenwashing, as these initiatives prioritize a predominantly positive approach, demonstrating the importance of a more consistent integration of sustainability into corporate discourse and practice.