A new study has revealed that many of the world’s largest corporations have adopted net-zero carbon pledges more to protect their reputations than to drive genuine climate action. Researchers argue that these commitments often reflect a desire to conform to social and regulatory expectations, rather than a blueprint for meaningful change.
The findings, published in Applied Corpus Linguistics by University of Birmingham researchers Dr Matteo Fuoli and Dr Annika Beelitz, show that net zero has become a dominant theme in corporate communications. Yet the pledges frequently lack transparency, measurable targets, or credible strategies, raising concerns that companies are using climate language primarily for symbolic reputation management.
Analysing over 1,200 sustainability reports from Fortune Global 500 firms between 2020 and 2022, the researchers found that a combination of legal mandates, peer pressure, and social expectations drives adoption of net-zero goals. Oil and gas companies appeared particularly focused on legitimacy, while financial firms leaned heavily on alliances and peer alignment to showcase their climate credentials.
Dr Fuoli cautioned that “net-zero pledges are a step forward, but their credibility hinges on transparency and measurable progress.” Without more substantial commitments, he warned, net-zero narratives risk becoming another form of corporate greenwashing. Recent rollbacks in climate commitments by energy giants such as BP and Shell further underscore the fragility of these promises in the face of geopolitical and economic pressures.
The study also found that companies often framed net zero in vague, aspirational terms, describing it as a “journey” or “ambition.” While many strategies included emission targets and progress reports, more substantial actions—such as investing in renewable energy or structural reform—were downplayed in favour of what the researchers call a “techno-optimistic” reliance on innovation.
Dr Beelitz stressed the need for greater scrutiny, noting that “real climate leadership requires not just words, but measurable, enforceable action.” She urged regulators, investors, and civil society to hold corporations accountable, warning that unless pledges translate into systemic change, net zero risks becoming yet another hollow corporate buzzword.
More information: Matteo Fuoli et al, Corporate buzzword or genuine commitment? A corpus-assisted analysis of corporate ‘net-zero’ pledges by major global corporations, Applied Corpus Linguistics. DOI: 10.1016/j.acorp.2025.100142
Journal information: Applied Corpus Linguistics Provided by University of Birmingham