Last Updated on September 30, 2024 by Shavy Jain
Executive Summary: The days of LinkedIn announcements and sustainability proclamations are over. Now is the time for businesses to show the report card. What are they doing about the climate crisis? Where has been the action of the past decade? How are business leaders stepping up to this moment to take action? In this article, I present the aspects of business activism that are my guiding pathway in moving beyond greenwashing and bringing real change.
The fight for climate change is a race against the clock.
In 2024, climate crisis demands urgent attention, and mere proclamations of sustainability are no longer sufficient. The time for LinkedIn announcements and empty promises has passed; businesses must now present tangible evidence of their efforts to combat environmental challenges.
The public and government alike should move towards holding companies accountable, and expecting concrete actions and transparency in their processes. The writing on the wall couldn’t be clearer either. Greenwashing is unacceptable, and businesses that are the leading purveyors of climate change must rise to the occasion and present their report card to the world.
After all, a global problem requires a global solution.
In this movement, we need a leader. And business heads fit that description. Think about it: they have a direct stake in the prosperity of their consumers, and have the power to drive messaging and educate the masses.
In this article, I’ll outline the steps I’m taking to lead the charge against greenwashing and present genuine environmental progress. When history asks, this will be my report card.
What Is Ecowiser, And Where It Stands
Ecowiser connects green businesses with green buyers. We curate, vet, and promote sustainable brands that are walking the talk when it comes to environmental preservation, promotion of sustainability, and giving customers a greener, much better alternative to their cheap stuff that doesn’t last longer than a carton of milk.
Concrete Action, Not Caveats: How To Avoid Intentional & Accidental Greenwashing in 2024
Graph after graph, report after report, one thing is clear: The best time to get serious about climate change was 1980s, and the second best time is now.
Here are the five guiding principles that I have adopted in my sustainability business.
Engage with Your Critics – And Learn from Your Mistakes
In business and in life, criticism is inevitable. At Ecowiser, we not only anticipate it but actively seek out constructive criticism. This feedback provides us with quantifiable insights that are essential for our growth and improvement. For instance, right when we started, our efforts were primarily focused on a single aspect of sustainability. It was through constructive criticism that we realized the importance of expanding our scope to include animal welfare. This broadened our perspective and helped us address more comprehensive environmental issues.
Welcoming and addressing criticism openly is crucial because it helps uncover different perspectives and areas for improvement that we might not see ourselves. It ensures that we remain transparent and accountable to our stakeholders. This openness not only builds trust but also drives us to continuously improve and innovate in our sustainability practices.
Share Your Plans And Vision With the World
Collaboration is essential in the fight against climate change. As I shared on my LinkedIn, one of the most transformative experiences for Ecowiser was attending the UN Climate Change Conference in Paris. During this summit, we participated in a mini-event that focused on the crucial role of corporations in combating climate change. The discussions highlighted the need for businesses to be more responsible and for individuals to become wiser in their views and actions.
The core message of the trip was to empower consumers and market the urgency of climate change to every doorstep. At Ecowiser, we believe in the power of the consumer. Check out our efforts here.
As consumers, we vote with our wallet and our ballot, and have the power to drive significant change. Ecowiser’s mission is to help consumers make wiser choices that positively impact the environment.
Support Employees Who Engage in Social Movements
At Ecowiser, I believe in empowering our employees to engage in social movements and sustainability initiatives. Our team has sought multiple avenues for employee engagement, including attending conferences, participating in seminars, and joining sustainability-focused initiatives in their local communities.
We draw inspiration from companies like European companies like Ecosia and Finisterre, which have set exemplary standards in supporting employee activism.
Finisterre, on the other hand, actively involves employees in community projects and sustainability campaigns.
These examples have helped us shape our own policies to better support our team’s engagement in social movements.
Take a Stand and Codify It
Leaving a successful career at Google was not an easy decision, but it was driven by my growing awareness of the pressing environmental issues we face today.
Moving back to India allowed me to explore the country’s unique challenges, from air quality and food safety to the broader impacts of climate change. This journey deepened my understanding and pushed me towards viewing sustainability as a community-level program rather than just a corporate slogan.
It was during this time that I achieved a molecular-level understanding of how interconnected our lives are with the environment, which solidified my commitment to driving real change through Ecowiser.
To ensure that our actions align with our values, we have established clear principles and policies at Ecowiser. Check out how we evaluate brands right here. This includes defining who we will and will not do business with, based on their environmental and social practices. We are also considering pursuing Public Benefit Corporation (PBC) status and B Corp certification to further solidify our commitment to transparency and accountability.
Advocate for Systematic Change
I firmly believe that we should promote progressive taxation and penalties from large defaulters. This will highlight and discourage environmentally harmful practices, while accelerating efforts towards combating climate change. The revenue generated from these monetary fines and taxes can significantly contribute to the government’s climate change fund, fostering further investment in sustainable initiatives.
I am building Ecowiser with the singular aim of making it a catalyst for change within our industry by bridging a gap between the green brands and green consumers, and offering counselling and marketing assistance to emerging/legacy sustainable brands.
We believe in leading by example and demonstrating that businesses can be profitable while prioritizing the environment and society. Through our advocacy efforts, partnerships, and commitment to transparency, we strive to influence broader industry practices and encourage other companies to adopt more sustainable business models. By pushing for regulatory reforms and supporting initiatives like the Better Business Act, we hope to change the rules of the game and create a more sustainable future for all.
Summing Up!
The years spent cowering behind greenwashing is precious time lost to real progress. It’s time lost that we’ll never get back, and which will cost our world a great deal.
To my fellow business leaders, I urge you to recognize the significant role you play in enacting real change. The responsibility of driving sustainability does not rest solely on governments or consumers; it is imperative that businesses lead the charge. This involves not only reducing our carbon footprint but also influencing others to do the same.
By focusing on comprehensive solutions that tackle the underlying issues, we aim to create a more sustainable and equitable world.
