⛰️ My recent viral Patagonia post got me thinking…

⚡ I spoke up against greenbashing one of the world’s pioneers for corporate sustainability. And it clearly struck a chord.

🔨 More than ever, I am convinced that we need to talk more openly about the damage done by greenbashing.

For example:

🟢 66% of companies state that fear of greenbashing is the top reason holding back ESG investments

🟢 58% of companies say they have reduced their external climate communications

🟢 25% of companies with science-aligned targets have not publicly announced them at all

❎ And this is just the tip of the iceberg. One thing is clear: greenbashing is leading to inertia and blocking corporate action.

🇪🇺 Now don’t get me wrong: environmental claims can often be a real issue. The European Union estimates that up to 53% of corporate green claims are “vague, misleading or unfounded”.

👎 So I am not saying we shouldn’t hold corporates accountable - like any of you, I witness the extent of ridiculous green claims when I enter any supermarket and look around.

⚠️ However, we need a more nuanced approach. Yes to calling out questionable behaviour. But why cancel the companies that are trying, when most companies aren’t doing anything at all?

💸 The current set-up is leading to literally billions and billions of euros NOT flowing into the green transition. Ironically, as a direct result of actions by well-intentioned people within the climate bubble who are pushing for that very transition.

🫶 We know this from everyday life: people improve most when their efforts are recognised, not torn apart. It’s the same with companies.

📣 So here my simple call to action: haters are going to hate. Let’s out-praise them. When you see positive corporate action, speak up. Even louder than the folks who will try to find something to bash (as they always will).

❓ What’s your take? Am I off track here or do you agree?

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