Sometimes the urge to write strikes at the strangest moments - for me it was late this afternoon when I was leaving a voicemail (more like a podcast) for a friend, ranting about something that had happened.
I was telling her about something that I’d seen unfold on LinkedIn today. The outing of someone as a BS artist. And let me tell you, it felt fucking amazing to see it happen.
Why ? Because I’ve had a hunch about this dude for a long long time. He fits into a very specific (and unfortunately growing) category of wealthy white dudes who suddenly see the opportunity to grow their ego/status by pivoting to become ‘environmentalists’. I put that word in speech marks, because they’re not environmentalists at all. Not even close.
I’ve watched this happen more and more over the last few years. It was never cool to be an environmentalist before. There was no benefit to your CV or your social status to care about the planet. Ha, in fact, I think the majority of us felt like we were living on the fringe somewhat. The outliers (not in a hipster way) - the geeks in the corner saying ‘hey, you guys … you really should be paying more attention to climate change’.
Anyhows - for all sorts of reasons, now it’s cool. Now it means something. Now you’ll get some brownie points for talking about climate.
And so we’re in the midst of a land grab - creative agencies suddenly morphing into purpose-driven agencies, sustainability consultants popping up left, right & centre, brands & businesses bragging about their shrinking carbon footprint or the trees they just planted.
Don’t get me wrong - I’m stoked to see that climate is finally getting some attention (nowhere near enough, but we gotta stay optimistic right ?). But the tricky part shows up when you start spotting the folk who are disguising consumerism as activism, when egotistical behaviour is being framed as heroism - or, one of my favourites, when people position themselves as ‘thought leaders’ in the space.
So how can we spot the blatant greenwashing ? How do we call it out ? And why is that important ?
First off, a definition of greenwashing - ‘deliberately overselling sustainability efforts to exploit business opportunities’
I’d like to add something to that definition - because the example I’m talking about today, is far far beyond that. This isn’t just about making money, it’s about status, power & ego.
Ok, let’s get back to the last question - why is calling it out important ?
If you haven’t noticed, we are in a serious fucking climate emergency. Every single hour of work counts, every investment counts, every person counts. There are incredible humans working their asses off day & night - dedicated to saving this beautiful planet. They don’t get paid well, they don’t clock off on a Friday at 5pm and forget about ‘work’ and they most definitely don’t get anywhere near the acknowledgment that they deserve.
But these greenwashing clowns ? They’re fooling a LOT of people - taking vital attention, funding & energy away from the real work.
Some useful questions to ask / things to think about -
(Side note - I’m writing this for the folk who are working their socks off and getting hit up by seemingly dreamy investors/collab partners. If you’re looking for greenwashing spotting tips as a consumer or as someone who wants to learn more about how brands & businesses are greenwashing then go do this course (I’ve done it, it’s epic).
Trace the impact - Is the impact truly theirs ? Are they riding on the coattails of others ? Are they claiming stuff that doesn’t belong to them ? Dig deep and remember, if it seems too good to be true, then it probably is.
Look behind the closed doors - It’s all well & good to tell a beautiful impact story, but if the organisation telling it don’t actually have their own shit together then it’s straight up greenwashing. External facing comms only often means there’s something to hide.
Spot the egos - When the story is more often about themselves or their org than the folk who are actually doing the work on the ground ? Red flag. When someone positions themself as ‘the face’ of the org or campaign again & again ? Red flag. When the focus is on shiny storytelling (and the associated ‘likes’) as opposed to funding what matters ? Red flag.
Check the credentials - Ask for & read the impact reports, look out for vanity metrics, research the business set up, the financial reports. Don’t be afraid to ask for someone’s credentials, to dig into their experience, to check for references & reputation.
Don’t become part of the problem - Don’t share stuff that you haven’t actually fact checked. Just because someone you know/like/trust in your network has shared it doesn’t mean they’ve done their due diligence. Do yours, it’s your responsibility.
Look for true collaboration - If someone is claiming to have lots of partners, then go check them out. Reach out to them, ask good questions. Make sure you can track donations & transparent (and just) partnership agreements.
Get it in writing - If you’re offered funding or support for your climate work, if you’re promised backing - then lock it in and do it legally. If they squirm, get the fuck outta there.
And lastly - and perhaps most importantly -
Remember to champion the true heroes - Heads up, they’re normally the quiet ones, the humble ones.
I've been lucky enough to meet them, learn from them and work alongside them - and trust me when I say this - their commitment to the cause runs deep.
All too often we are at risk of being distracted by the shiny, the loud and the brash.
The polished monologues and the self proclaimed experts & leaders. Trying to shortcut their way to being known, respected and admired.
And yet, behind the scenes, again and again you find the real heroes. The folk who are so damn busy doing the work that they don't even think to shout about it.