This study examines the integration of environmental sustainability at Inditex through its annual reports and Instagram posts between 2015 and 2023, using a set of terms linked to the conceptual framework of the circular economy as a reference. Data mining and statistical analysis techniques such as regressions are used to measure the presence and evolution of the selected terms in both communication spaces. Contrary to what might be expected from a leading company in the sector and in a context of increasing regulatory pressure, climate emergency, and social interest in sustainability, the results show a progressive disinterest on Instagram in associating the brand with sustainable messages. In the annual reports, the use of these terms increases significantly, although with a fluctuating trajectory that tends to stabilize. The findings raise important socio-environmental implications by showing that if the company perceives that sustainability does not influence consumer decisions, it could reduce its interest in communicating it and even in applying it, weakening the promotion of responsible practices and discouraging corporate commitment. The results reinforce the need to monitor companies with a high environmental impact in order to ensure the transition to sustainable models.
Castillo-Eslava et al. (Mon,) studied this question.