In an era where sustainability is more than just a buzzword, the term “greenwashing” and its evolving trends have become increasingly relevant. John Pabon, author of “The Great Greenwashing: How Brands, Governments, and Influencers Are Lying to You,” sheds light on the deceptive practices that are misleading both consumers and businesses. I discovered John on TikTok, where he was discussing the 30-year legal battle of Steve Donziger against Texaco, later acquired by Chevron. Intrigued by this case, which has all the makings of a Hollywood blockbuster à la Erin Brockovich, I delved deeper. Unfortunately for Donziger, his story is fraught with legal complexities and does not end well.

Donziger’s case against Chevron is a highly controversial and protracted legal battle that has garnered international attention. Donziger, an American lawyer, initially won a landmark case in 2011 against Chevron in Ecuador, securing a $9.5 billion judgment for environmental damage caused by oil drilling in the Amazon rainforest. However, Chevron counter-sued Donziger in the United States for fraud and racketeering, resulting in a complex legal quagmire.

In a legal battle that continues to this day, Donziger has been disbarred and placed under house arrest, raising concerns about corporate influence over the judiciary and the ethical implications of environmental litigation. The case has become emblematic of the challenges in holding multinational corporations accountable for environmental degradation.

Intrigued by John’s insights on the Donziger case, I started scrolling through his other videos, and his recent book on the topic of greenwashing. After learning more, I felt compelled to reach out to John for an interview about his book.

Origins of Greenwashing: What inspired you to write “The Great Greenwashing”? Was there a specific incident or trend that caught your attention?

John:

Other than being a glutton for punishment, I started writing “The Great Greenwashing” because I noticed nothing had been written on the subject in several years. To make matters worse, the material that was available was either too scientific, academic, or really out of date. Given my work behind the scenes with companies around the world, I felt like it was my responsibility to share my knowledge with consumers.

The lack of updated and accessible information on greenwashing is a significant gap in current literature. John’s book aims to bridge this gap by providing a comprehensive yet digestible analysis of the subject.

Definition and Impact: How would you define “greenwashing” for someone unfamiliar with the term? Why do you believe it’s important for consumers and businesses to be aware of it?

John:

There are many different ways to slice and dice greenwashing. Ultimately, greenwashing is anything that uses the language of sustainability to push an ulterior motive. But even then there are different types of greenwashing. The first type is greenwashing that’s embedded into marketing. This is the most egregious kind of greenwashing and one we hope companies would stop using. The other type of greenwashing is accidental. This is the type of greenwashing I can live with because we can fix accidents.

The term “greenwashing” is often misunderstood or misused. John’s definition provides a nuanced understanding that distinguishes between intentional and accidental greenwashing, a distinction that is crucial for both consumers and businesses.

Most Surprising Findings: During your research for the book, what was the most surprising or alarming example of greenwashing you came across?

John:

When I began writing the book, I thought I would report on corporations and their greenwashing. But the more and more I did my research, the more and more I realized it wasn’t just corporations greenwashing. Governments, celebrities, the ultra-wealthy, and influencers are all doing it too. This was probably the most surprising finding through the course of my research.

If we look at the most alarming examples of greenwashing, there are more than a few to choose from. I think the one that probably wasn’t as much of a surprise as the others, but still equally alarming, is greenwashing coming from petro-states. The most egregious example is from Saudi Arabia and some of the projects they have which are being positioned as green cities of the future. This is alarming for me because we see the advertisements for these projects everywhere. Yeah we sort of laugh them off, not realizing just how dangerous they actually are.

The pervasiveness of greenwashing trends across various sectors and actors is alarming. It is not just a corporate issue but a societal one, requiring multi-stakeholder engagement for effective solutions.

Industry Leaders: Are there industries or sectors that are particularly prone to greenwashing? Conversely, are there industries leading the way in genuine sustainability efforts?

John:

Through the course of my research, I realized there are only about 25 different industry sectors that exist. Of these, you can chunk them out into three different segments. The first are those I’ve called the unsustainable. These are the companies and sectors that will never be sustainable no matter how much greenwashing they do. It includes the actors you would expect: oil and gas, defense, tobacco, and mining.

At the other end of the spectrum are companies that, while they are certainly far from perfect, are doing better than others. These tend to be sectors that are highly regulated like healthcare, pharmaceutical, medical technology, and finance.

All the other sectors are lumped somewhere in the middle. Some are doing better than others. Some are just beginning their sustainability journey. Many have very intricate supply chains that make it difficult to be 100% sustainable right now. And still others may be smaller or newer, with sustainability fully embedded into their operations. While it’s really difficult to say which sector is leading sustainability, those that have very intricate supply chains or value chains tend to be better than the rest. This is because they have had to streamline their operations over the course of several decades to stay solvent. You can call them early adopters of sustainability, and because they’re much more mature they are obviously further down the track.

The role of regulation and supply chain complexity in influencing sustainability practices is noteworthy. It suggests that external pressures can drive genuine sustainability efforts.

Consumer Role: How can consumers differentiate between genuine sustainability efforts and greenwashing? What tools or resources would you recommend?

John:

I fully understand it is very difficult for consumers to make good purchase choices. It takes a lot of research and oftentimes costs more as well. But there are a few resources and tips to remember before making your purchase decisions.

• The first tip is to trust your gut. Reading the back of a package or looking at the way a product this position, are often very telling in whether or not a company is genuine in its sustainability messaging. Ask yourself whether the product has a lot of buzzwords or is it trying to confuse you with a lot of jargon? Does it sound too good to be true? Or, is there actual proof to back up the claims that are being made?
• The second tip is to look for verification. On packaging this tends to take the form of either a tree frog, pieces of wood, or the letter B. Each of these symbolize one of the main verification mechanisms that exist, all of which show a particular product is sustainably or ethically sourced.
• Finally, use the Internet. One of my favorite web resources that I always recommend for people shopping for clothes is goodonyou.eco. This is a great website that rates brands on their sustainability performance. The reviews are unbiased and often very critical. It’s my go-to source any time I want to buy clothing.

Consumer education and vigilance are essential in combating the greenwashing trend. The tools and resources John recommends empower consumers to make informed decisions.

Corporate Accountability: How can companies be held accountable for misleading green claims? Do you see a role for regulatory bodies or certifications?

John:

There are two ways companies can be held accountable for misleading green claims.

The first, and arguably more of a preventative measure, is self-policing. This means companies have to hold themselves accountable and make sure everything they’re putting out publicly is verifiable and true. Oftentimes this happens not because of some altruistic motivation, but because the market is demanding it. Consumers and the actions they take with their purchase decisions ultimately impact the way companies operate. This, in turn, influences the direction of green claims.

The second is through regulatory mechanisms. We are only now starting to see governments around the world get involved in addressing misleading green claims. Australia is a great example of a government now going after companies for lying to consumers. There have been at least two companies fined for greenwashing over the past year. This is where I would love to see more governments headed. The more we pull the levers of regulation and economics, the more likely we are to see corporate behavior improve.

The role of regulatory bodies in holding companies accountable is becoming increasingly important, as seen in countries like Australia. This could set a precedent for other governments to follow suit.

Future of Greenwashing: With the increasing global focus on sustainability and climate change, do you believe greenwashing will become more prevalent, or will companies become more genuine in their efforts?

John:

Myself and my professional colleagues have noticed a massive uptick in greenwashing post-Covid. The reason for this is because there are more and more companies entering the sustainability playfield, trying to make up for lost time. I’d like to give these new players the benefit of the doubt. Perhaps the greenwashing they’re committing is all accidental. Unfortunately, I think it’s more of a scorched-Earth (pardon the pun) approach.

Looking into the future, things can go one of two ways. One direction will have us truly embracing genuine sustainability messaging and action. The other direction will have companies becoming more and more deceitful with the lies they’re peddling. I don’t know which direction we’ll go in, although I’m sure you can guess where I hope we’re headed.

The post-Covid era presents a critical juncture for sustainability efforts. The direction companies take will have long-lasting implications for both the planet and society.

Beneficial Greenwashing?: Is there ever a scenario where greenwashing can lead to positive outcomes?

John:

For me, the ends justify the means. What I mean by this is that if greenwashing is a catalyst for improving behavior, then perhaps it could be seen as beneficial. We take the example of Nike in the late 1980s. They truly didn’t have a proper handling of what was going on in their supply chains until they realized there was child labor. This was the a-ha moment that forced the entire company to evolve.

We could also go back to my earlier comment about accidental greenwashing. While I want to see greenwashing eradicated full stop, if these accidents serve as learning opportunities for decision-makers they’ll be worth it in the end.

While the ultimate goal is to eradicate greenwashing, the concept of “beneficial greenwashing” introduces a nuanced perspective that could drive positive change.

Personal Motivation: What personally motivates you to combat greenwashing and promote genuine sustainability?

John:

At the end of the day, nobody likes to be lied to. I’m no different. Every time I see a company trying to pull the wool over somebody’s eyes, it infuriates me. So my intrinsic motivation for writing the book, and for working in this field, is one of both self-preservation and holding these actors accountable.

Personal integrity and accountability are powerful motivators in the fight against greenwashing. It underscores the ethical dimension of sustainability.

Next Steps: What do you believe are the next steps to address this issue?

John:

I call myself a pragmatic altruist. The reason I get out of bed every morning to do what I do is because I am seeing business enter a virtuous cycle. It’s not as if I’m holding on to some Pollyanna idea of a perfect future. I’ve seen the change happening first hand.

Today companies are competing on being not just profitable but also on how good they are. So the change is happening. This change has only occurred because of consumer blowback against unsustainable behaviour. Along with educating ourselves on what greenwashing looks like, and what good sustainability practices look like, it’s critical we remember to speak with our wallets. The decisions we make at the till are decisions that reverberate into boardrooms around the world.

So if you want to be the proverbial change, make sure you are consuming consciously.

The power of choice by consumers cannot be underestimated. As John suggests, the decisions we make at the till reverberate into boardrooms around the world, driving change from the ground up.

John’s insights offer a sobering yet hopeful perspective on the state of greenwashing today. His book serves as both a cautionary tale and a call to action, urging us to be more discerning consumers and hold companies accountable for their sustainability claims.

The Great Greenwashing: How Brands, Governments, and Influencers Are Lying to You