If sustainability used to be a more marginal issue, meant for just a small group of readers, today, environmental challenges, circular business models, and ESG standards have become an integral part of discussions in mainstream media. Based on our detailed study, covering the past year, we explored how often and in what way the media cover sustainability topics. The results leave no doubt: sustainability issues are becoming increasingly present, but there is still a long way to go.
In the past year, we noticed a steady increase in the number of publications on sustainable development. The peak was recorded in May 2023, which is interesting because it coincides with major global events related to climate change. This shows that Slovenian media are following international trends and alerting the public to key global shifts. However, despite this, sustainability still cannot completely surpass other current topics, such as artificial intelligence (AI), which has exploded in public consciousness in recent years.
When we compared the number of publications on sustainable development with those on artificial intelligence, AI clearly dominated by a large margin. This is not surprising, as AI’s development brings technological changes that simultaneously evoke excitement and fears. Whether we are more concerned about the impact of AI or climate change, it is clear that both topics must remain at the center of media attention.
Caption: Comparison of the number of publications between artificial intelligence (blue) and sustainable development (green).
However, despite this, sustainability still cannot completely surpass other current topics, such as artificial intelligence (AI), which has exploded in public consciousness in recent years. The most common topics in Slovenian media related to sustainability include sustainable development, ESG standards, and sustainable business and management, with media often emphasizing global issues. It is commendable that many articles highlight successful companies that have reduced their carbon footprint and adopted circular business models.
Which media lead in reporting on sustainability?
Among the key media covering sustainability topics, the Slovenian Press Agency (STA) stands out, being one of the leaders in the number of publications on sustainable development. Additionally, major media outlets such as Delo and gov.si play an important role in raising public awareness. Journalists like Mare Bačnar and Boštjan Jerman have significantly contributed to shaping the discourse on sustainability issues, confirming that sustainability has become an important point of journalistic reporting.
Not Everything Is Green: From Greenwashing to High Costs and Lack of Political Guidelines
While media often praised companies that successfully implemented sustainable practices, many articles also pointed out problems. One of the main criticisms was greenwashing, where companies allegedly emphasize their “greenness,” although their sustainable solutions may not be as effective in practice. Greenwashing has become a serious problem as it can confuse readers and make it harder to distinguish between genuinely sustainable initiatives and mere marketing gimmicks.
High costs associated with introducing sustainable practices are another topic frequently mentioned in the media. Companies face financial challenges when transitioning to sustainable models, which slows progress. In addition, critics point out the lack of clear political guidelines, creating uncertainty for companies and slowing the adoption of necessary changes. Lobbying pressures also delay the process, as political decisions often remain at a standstill.
One of the main criticisms was greenwashing, where companies allegedly emphasize their “greenness,” although their sustainable solutions may not be as effective in practice.
The Role of the Media in Shaping Social Dialogue
Our research clearly shows that in 2024, Slovenian media became an important factor in shaping sustainable dialogue. Positive stories about companies adopting circular business models and reducing their carbon footprint encourage companies, governments, and individuals to make changes. At the same time, critical articles revealing challenges such as greenwashing and lack of funding inspire improvements. The media’s role has become indispensable – shaping a more responsible and sustainability-oriented society.
Expert Advice: Media (Mis)Truths About the Green Transition of Companies
We presented the research today at an expert online forum, organized in collaboration with the Academy Green Slovenia and the Slovenian Public Relations Society (PRSS). Petra Vek, senior data analysis strategist from Press Clipping d.o.o., highlighted how Slovenian media in 2024 became key opinion shapers on sustainability topics, identifying key challenges such as greenwashing and the lack of political guidelines.
