“It’s not easy bein’ green.”
Kermit the Frog
Clean energy and other climate solutions are taking off in the US and around the world. Corporations and investors understand what is at stake, but many are struggling with which steps to take and how to communicate what they are doing. The topic of climate change is more heated than ever, but there are some signs suggesting a disruption is underway. Here are three trends to watch in the world of green.
Greenwashing
According to Merriam-Webster, greenwashing is “the act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is”.
Examples of greenwashing are everywhere. An energy company may tout their commitment to reducing emissions, while they don’t walk the talk. Or a clothing manufacturer may exaggerate how climate-friendly their products and processes really are.
Greenhushing
On the opposite end of the spectrum is greenhushing. A lot of companies really are reducing emissions and increasing their sustainability, but they are keeping it on the down-low. Publicizing climate-related goals and plans has become more politically fraught lately, so they are choosing to play it safe.
Greenwishing
I had planned to write about the first two concepts, then I stumbled upon a new one. Greenwishing is described as unintentional greenwashing. Essentially, these companies want to reduce emissions, but set they set unrealistic goals. As it turns out, wishful thinking isn’t all that productive.
Three trends to watch
All three strategies are misleading, and in some cases they slow progress toward solving climate change. But taken together, I see these trends as a good thing. This much resistance is a sign that a true disruption of the status quo is underway.
- Companies that greenwash obviously recognize public opinion has shifted, and they want people to view them as part of the solution. Eventually, these companies will shift from talking to doing at the insistence of shareholders and customers.
- With greenhushing, investors and corporate leaders are doing the right things, they just don’t want to alienate or offend anyone. True, it’s a misleading strategy, but at they are doing the work.
- In the case of greenwishing, companies have the right intentions, they may just need better conditions. As costs for green choices continue to fall, their climate goals will become more achievable.
As with any market disruption, there will be pushback. But resistance suggests the train is already moving down the tracks and starting to accelerate. Let’s keep the momentum going, because better days are ahead. As our green muppet friend also said: “Life’s like a movie. Write your own ending.”
Let’s do something about climate change. Learn about it. Think about it. Talk about it.