...OR WHY WE'VE STOPPED TALKING ABOUT SUSTAINABILITY
Katie Treggiden
Katie Treggiden is a craft, nature and sustainability writer and a certified Blue Health Coach? working with purpose-driven founders making imperfect progress towards genuine sustainability.
I have had conversations with magazine editors asking me why no one is pitching them environmental stories anymore.
I have spoken to brands who, "frustrated by the noise made by other brands claiming to be the greener than thou," don't want to speak out about their own (very worthy) efforts.
I have had lunch with purpose-driven founders who have told me that everyone they know is too scared of getting called out to say anything about what they're working on.
So we've just stopped talking about sustainability.
You've heard of greenwashing – this is its opposite: greenhushing.
According to NetZeroNow.org,
“Greenhushing refers to the practice of underreporting or deliberately withholding information about their environmental efforts and achievements.
"This phenomenon stems from various motivations, including fear of criticism, scepticism, and the desire to avoid the spotlight until substantial results are achieved,” they add.
Now, before I dive into this topic any further I want to make absolutely clear that greenwashing – exaggerating or falsifying environmental efforts and achievements – is wrong and needs to be called out.
But those of you who are making imperfect progress towards genuine environmental sustainability? You need to be shouting about that from the rooftops.
Why?
Two reasons:
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1 – if we don't talk about imperfect progress towards genuine environmental sustainability, we don't hear about imperfect progress towards genuine environmental sustainability.
...and that means you miss out on the opportunity to learn from each other, to connect with each other and to collaborate.
And that requires vulnerability, sharing things before they're perfect, and focusing on getting it right over being right, all of which are hard.
But those things are crucial if we are to bring about the changes we need on the timescales we need them. They're also part of the change we want to see.
The second reason is that if you don't talk about imperfect progress towards genuine sustainability, you miss the chance to connect with right-fit clients and customers – the ones who share your values, are here for the journey, and ultimately, will buy your stuff.
I know you're not doing this to increase profit margins, but your business needs to be financially sustainable as well as environmentally sustainable and that requires telling people why they should invest in you.
All of this is why the topic of the first annual Making Design Circular conference is How To Talk About Your Eco-Efforts with Confidence:
If you want the confidence to talk about your eco-efforts with confidence, get your ticket for just ￡7 (ex VAT) and I will see you there!
Stay curious, imperfect and defiantly hopeful,
Founder/MD Leandesk
6 个月Very interesting Katie, thanks, and sadly the fear of criticism point is all too easy to understand and believe. I wonder if you know about Sail GP? Its high performance sailing (bear with me), and there is an obligation on all teams to share all their data, meaning they work collectively to improve performances and efficiencies. Additionally they have an Impact League which score teams (along with race results) for their carbon footprint reduction, waste management, and community engagement. Inspiring stuff. See Fiona Morgan.
Creative director
6 个月Because we banned greenwashing
Co-founder of Edward Bulmer Natural Paint
6 个月It needs saying Katie. My sector (interior design) is full of predominantly kind people who have no idea how unkind unsustainable decisions are. So I don't preach, because who can blame them for what they don't know. Our information systems have failed us. Public service broadcasting and politicians appear to feel no responsibility to convey the seriousness and urgency of the situation we are in. The (obvious) culprits for climate change have grossly exploited the 'market' and the 'law' to maintain and ramp up business as usual. Vested interest is the elephant in the room and until that interest is seen to be existential and not just financial we are not going to change enough, quickly enough, methinks. ??
Founder/Director at Mini Moderns
6 个月In many ways it’s the media who are always looking for the ‘big’ sustainable stories from big brands and overlook the everyday efforts of many brands and manufacturers.