The new green packaging of the system

carbon market, active mobility, environmental coloniality and the hollowing out of decolonial thought

Authors

  • Fábio Del Nero Doutor em Ciências da Comunicação pela Escola de Comunicações e Artes da Universidade de São Paulo e Professor do Curso de Publicidade e Propaganda da Universidade 9 de Julho https://orcid.org/0000-0003-0245-4199

DOI:

https://doi.org/10.54786/revistaeptic.v28i2.23495

Abstract

Anchored in the critical legacy of Maria Arminda do Nascimento Arruda, author of The Packaging of the System (1985), this article problematizes the instrumentalization of socio-environmental causes by neoliberal logic and the tensions between corporate discourses and effective practices of socio-environmental transformation. The corpus of analysis is the company Tembici, whose actions in active mobility and carbon credits are investigated. The theoretical framework adopted blends concepts from advertising with decolonial perspectives, allowing a deep critique of the symbolic and market appropriation of socio-environmental causes. It concludes that current corporate strategies sophisticate greenwashing, masking neocolonial exploitation.

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Author Biography

Fábio Del Nero, Doutor em Ciências da Comunicação pela Escola de Comunicações e Artes da Universidade de São Paulo e Professor do Curso de Publicidade e Propaganda da Universidade 9 de Julho

PhD in Communication Sciences from the University of São Paulo, Master’s in Contemporary Communication from Faculdade Cásper Líbero, and Bachelor’s degrees in Advertising and Propaganda, and in Portuguese Language (Licentiate). He specializes in the study of Advertising, Brands, and Consumption, in the subfields of: epistemology of communication; anthropology of consumption; Peircean semiotics; content marketing and storytelling; cause-related marketing; cultural marketing; educommunication; and advertising ethics, working at the intersection with Solidarity Economy, Buen Vivir, and the Right to the City, aiming to outline a decolonial perspective of communication, advertising, consumption, and the aforementioned subfields. The methodology adopted for his research includes cartography, drifting, and ethnography. In his doctoral research, conducted with support from the Coordination for the Improvement of Higher Education Personnel – Brazil (CAPES), Funding Code 001, he developed and defended the concept of Solidary Advertising Ecology, which currently serves as the core of his scientific, pedagogical, and market work. In 2023, he founded the communication company Griô Consultoria, whose main focus is the development of disruptive organizational, marketing, and communication planning and strategies, with emphasis on ESG practices and the UN Sustainable Development Goals (SDGs), from a decolonial perspective. He is a professor of Advertising Planning, Brand Management, Advertising Writing, and Social Media Management at Universidade Nove de Julho.

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Published

2026-10-19

How to Cite

Del Nero, F. (2026). The new green packaging of the system: carbon market, active mobility, environmental coloniality and the hollowing out of decolonial thought. EPTIC - International Electronic Journal of the Political Economy of Information, Communication, and Culture, 28(2), 36–51. https://doi.org/10.54786/revistaeptic.v28i2.23495

Issue

Vol. 28 No. 2 (2026): Imperialismo, informação, comunicação e cultura na era da digitalização

Section

ARTIGOS E ENSAIOS

License

Copyright (c) 2026 Fabio Del Nero

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