News and ESG Investment Criteria What’s Behind It?

News written in the press about companies generates consumer feelings that can condition the reputation of these companies and, consequently, their financial results. One of the practices that might improve the reputation of a company are the Environmental, Social and Governance (ESG) investment criteria. In this research, we have used Natural Language Processing techniques to identify those ESG-related terms that the press use for companies, in order to detect and analyze which terms improve sympathy towards companies and which worsen it. Finding that those terms related to sustainable development improve it and those related to greenwashing worsen it. With this information, companies can take measures to improve their image, their reputation, and their financial results.