In the latest episode of The Responsible Edge Podcast, host Charlie Martin engages in a thought-provoking conversation with Josh Matthews, an independent “Activist Analyst” and founder of Critical Mass for Sustainability. Josh, who recently ran as a Parliamentary candidate for the Liberal Democrats, has an impressive background as a Chief Sustainability Officer, City Councillor, and chemical engineer. His wealth of experience and commitment to sustainability provide a deep well of insights into the current political landscape, the need for systemic change, and the future of sustainability initiatives.

A Journey Rooted in Sustainability

Josh’s path to sustainability began in an unexpected place: a lecture hall. While studying his “MBA for engineers”, Josh attended a lecture on waste and industrial sustainability that changed his career trajectory. He recalls,

“The level of waste, the level of emissions, and that kind of piece of the overall climate sustainability puzzle was right there… it felt like mind-blowingly obvious to at least try and do something in the immediate future.”

This pivotal moment eventually led Josh to create Critical Mass for Sustainability, an organisation focused on research, consulting, and partnership building to drive systemic change in sustainability. Josh believes that true sustainability requires more than incremental changes; it demands radical transparency and systemic shifts that can prove the economic, social, and environmental benefits of sustainable practices.

The Fight for Trust and Radical Change

A significant theme in the conversation was the notion of trust and transparency in the sustainability movement. Labour’s new Prime Minister, Keir Starmer, recently addressed this issue, stating,

“The fight for trust is the battle that defines our age.”

Josh echoed this sentiment, emphasising the pervasive issue of greenwashing at the macro level. He noted that the sustainability agenda itself sometimes engages in greenwashing by failing to communicate the radical changes necessary and instead promoting incremental adjustments that maintain the status quo.

“The lack of acknowledgement of how systemic the change needs to be might be your biggest challenge as the anti-greenwashing charter,” Josh pointed out. The Anti-Greenwash Charter aims to combat misleading claims and promote genuine sustainability efforts. Josh supports this initiative, believing it’s crucial to hold companies accountable and ensure that their sustainability claims are backed by real, impactful actions.

Political Landscape and Green Policies

The discussion also delved into the implications of Labour’s recent victory in the UK elections for the green agenda. Josh expressed cautious optimism about the potential for meaningful progress under the new government. He highlighted the critical role of GB Energy, an initiative aimed at catalysing private finance into the energy transition and supporting local government in developing renewable energy projects.

Josh underscored the importance of planning reforms to facilitate the growth of onshore wind and solar projects. “Removing the de facto ban on onshore wind is such a relief… If we’re going to get anywhere near the commitment of 90% renewable energy by 2030, we need a lot of onshore wind,” he said.

Despite the optimistic outlook, Josh acknowledged the significant challenges ahead. He pointed out the lack of immediate personal impact as a barrier to prioritising sustainability in political decisions.

“Although everyone acknowledges the state of climate change and what needs to happen on a very high level, when it comes down to kind of an individual day-to-day… we are terrible at actually making a decision that sort of disadvantages us now in a way that advantages us in the long term.”

The Role of Critical Mass for Sustainability

Josh founded Critical Mass for Sustainability with a clear mission: to identify and leverage critical mass points that can catalyse widespread adoption of sustainable practices across various sectors. The organisation focuses on proving that sustainability works not only for the environment but also for social and economic fronts.

“Whatever proves so unequivocally that sustainability works on all environmental, social, and economic fronts… that’s what we need to aim for,” Josh explained. By demonstrating the tangible benefits of sustainability, Critical Mass for Sustainability aims to overcome resistance and foster broader acceptance of sustainable development.

Challenges and the Path Forward

Despite the progress made, Josh discussed the significant challenges that remain. He highlighted the need for better regulation and scrutiny of transition plans to ensure meaningful progress towards sustainability goals.

“We need a way of ensuring companies put the plans in place that they need and actually move along those trajectories,” he said.

Josh also emphasised the importance of embedding sustainability in all aspects of life, from education to healthcare. He believes that systemic change is necessary to align policies and practices with the Paris Agreement and Sustainable Development Goals.

One of the critical issues discussed was the role of transition plans and their enforcement. Josh pointed out that while the legislation requiring companies to disclose their transition plans is a positive step, the real challenge lies in ensuring these plans are scrutinised and implemented effectively. “Are there enough people there to properly regulate this, to properly scrutinise transition plans?” he asked.

A Call to Action

The conversation with Josh underscored the complexity of achieving sustainability at a systemic level. His insights highlight the need for bold, interconnected policies that address the environmental, social, and economic dimensions of sustainability. Josh’s vision for Critical Mass for Sustainability and his call for radical transparency and systemic change resonate as crucial steps towards a more sustainable future.

As the UK navigates its political landscape, the efforts of leaders like Josh will be instrumental in driving the necessary changes to meet global sustainability targets. His emphasis on trust, transparency, and radical change serves as a powerful reminder that true sustainability requires more than just incremental adjustments – it demands a fundamental shift in how we approach and implement sustainable practices.

The Evolution of Goodvertising

Thomas Kolster is a pioneer in the field where marketing, business, and sustainability intersect. With his first book, “Goodvertising,” he popularised the term to describe advertising that delivers positive environmental or societal benefits. His second book, “The Hero Trap,” warns of a post-purpose market, where people no longer buy into your values or your “why,” but rather who you can help them become.

Thomas’s journey began on a small island in the Baltic Sea, where he witnessed firsthand the collapse of the local fishing industry. This early experience shaped his understanding of the fragile relationship between industry and nature. However, it was the 2009 climate summit in Copenhagen that catalysed his career in sustainable advertising. Disappointed by the lack of action from world leaders, Thomas decided to take matters into his own hands.

“I experienced what can happen when we can’t just take nature for granted and the services that nature provides to us,” Thomas recalls. “That’s actually where my journey started.”

A New Kind of Leadership

Thomas is vocal about the need for the advertising industry to grow up and take its responsibility seriously. He believes that the industry has significant power to drive GDP growth but also has a negative side effect on overconsumption and environmental degradation. For Thomas, the solution lies in redefining leadership within the industry.

“We don’t really have any responsibility per se, you know we can’t really… And so that’s disappointing,” Kolster laments. “We need to take a much more human-centric approach to this. We know people want to live sustainably, is it really that difficult to help them on that journey?”

Kolster criticises the industry’s tendency to chase the next trend without establishing a long-term vision. He argues that brands need to focus on offering sustainable choices and showing real leadership.

“The industry’s inability to create any sort of long-term vision is disappointing for an industry that is creative, that talks about leadership, that talks about purpose,”

The Role of Advertising in Overconsumption

One of the central themes of our conversation was the inherent conflict between advertising and sustainability. At its core, advertising aims to stimulate consumption, which often leads to environmental harm. Thomas acknowledges this paradox and urges the industry to rethink its approach.

“I don’t think we as an industry have ever had such impactful weaponry at our disposal to target people with,”

Thomas points out. “We need to redesign how we advertise. For every decision we make, we should think like a public service channel: What’s best for society? What’s best for our children?”

Thomas emphasises the need for the industry to set guardrails and take proactive steps to reduce its negative impact. He calls for a shift away from harmful practices like excessive promotions and misleading sustainability claims. “There are so many things we could just say no to. It’s not that we cannot take leadership on that stuff, and that’s what pisses me off the most.”

Digital Advertising and Environmental Impact

As digital advertising continues to grow, so does its environmental footprint. Thomas highlights the importance of addressing the carbon footprint of digital media and the need for the industry to take a stand on this issue.

“The impact of digital advertising… it’s one of the more growing media types in terms of how people actually spend their media money,” Thomas explains. “Finally, I do see some discussions around carbon footprint, which is amazing in our industry. But again, we need to put up guardrails and start raising this cute little Lion Cub in a sensible manner.”

Thomas stresses the importance of creating a positive digital environment that minimises harm to the planet. He calls for a unified global approach to regulate and guide the use of emerging technologies like AI in advertising.

Optimism and Realism

Despite the challenges, Thomas maintains a cautiously optimistic outlook. He believes that the advertising industry has the potential to lead meaningful change if it embraces a more responsible and sustainable approach.

“I think as a creative person, you need to be inherently optimistic. You need to be able to envision a future and set forward a vision and a direction to which you wanna move and can move,” Thomas says. “But let’s be honest, we are right now in a capitalist system that seems to have a built-in inability to deal with long-term changes.”

Thomas calls on young advertisers to remain bold and persistent in their efforts to drive positive change.

“If you believe in something, keep fighting for it, because there’s other people who are gonna believe it as well. And I’m absolutely sure that if you’re young, creative, and you do passionate work in this space, it’s gonna inspire other folks.”

Conclusion

Thomas’s insights highlight the urgent need for the advertising industry to reevaluate its role and responsibilities. By adopting a more sustainable and human-centric approach, the industry can leverage its considerable influence to drive positive change. As Kolster aptly puts it, “The least we can do as an industry is to offer people sensible green choices.”

For more insights from Thomas Kolster and to explore how the advertising industry can lead the charge for good, tune in to the latest episode of The Responsible Edge Podcast.

Aisling’s journey from the beauty industry to sustainability consultancy provides a unique perspective on the evolution of greenwashing. “I spent years working in the beauty industry… where greenwashing was rife,” Aisling recalls. This firsthand experience underscored the necessity of genuine sustainability practices, as she transitioned from traditional PR roles to becoming a vocal advocate for ethical business.

Greenwashing, a term that only entered the dictionary in 2019, refers to the practice of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound. Aisling’s narrative sheds light on how greenwashing can often be a subtle and insidious challenge. For instance, she describes how beauty brands would claim, “this product hasn’t been tested on animals,” while neglecting to mention that the individual ingredients had been.

The Role of PR in Ethical Business

The conversation explores the critical role of PR in shaping and maintaining a company’s ethical stance. Aisling highlights the dual-edged nature of PR: while it can be used to mask unethical practices, it also has the power to foster transparency and trust.

“Brands don’t have anywhere to hide,”

Aisling asserts, emphasising the accountability that modern communication channels impose on companies.

Transparency is paramount. As Aisling notes, “It’s around being transparent… you have to walk this middle line. You need to have a leadership position.” This involves not only avoiding deceptive practices but actively engaging with stakeholders to build a credible narrative around sustainability.

Stakeholder Engagement and ESG

A significant portion of the discussion is dedicated to the importance of stakeholder engagement in developing effective ESG (Environmental, Social, and Governance) strategies. Aisling explains,

“It’s about mapping out who your stakeholders in your business… and how are they engaged in your business.”

This approach ensures that all voices are heard and that the company’s actions align with its ethical commitments.

Engaging stakeholders is not merely about communication; it’s about genuine interaction and feedback. Aisling elaborates, “If you listen to your customers and hear what they have to say… hearing from your customers firsthand is really key in taking it on board.” This interaction helps companies not only to identify areas of improvement but also to educate their audience about the complexities of sustainability

Addressing the Challenges of Greenwashing

One of the most compelling parts of the episode is the discussion on the practical challenges and risks associated with greenwashing. Aisling acknowledges that while some companies engage in greenwashing with malicious intent, others do so inadvertently.

“Some businesses are really trying to do the right thing and accidentally greenwash,”

she points out. This highlights the importance of continuous education and vigilance in ethical business practices.

Aisling emphasises the need for businesses to stay informed and adaptable. “Sustainability is like tech, it’s constantly moving… what you were doing yesterday is not good enough tomorrow,” she states. This dynamic nature of sustainability requires businesses to be proactive and forward-thinking.

The Future of Ethical Business

Looking ahead, Aisling is optimistic about the potential for businesses to evolve and embrace ethical practices. She highlights the role of frameworks like B Corp, which require companies to commit legally to balancing profit with purpose. “That’s why I’m such a fan of B Corp… it’s about moving your business from a shareholder model to a stakeholder model,” Aisling explains.

This shift is not just about compliance but about fundamentally rethinking the purpose of business. Aisling shares her belief that money can be a force for good: “We need to figure out how we all make money and participate in this economy and do good with it instead of bad.”

Personal Reflections and Advice

The episode concludes with Aisling sharing personal reflections and advice for aspiring professionals. She encourages listeners to trust their instincts and not to be afraid of change.

“Our skills are so transferable… there’s a lot more opportunity out there than you realise,”

Aisling advises. This empowerment narrative is particularly resonant, reminding us that ethical business is not just a professional endeavor but a personal journey.

In essence, this episode of “The Responsible Edge” podcast with Aisling Connaughton offers a profound exploration of the challenges and opportunities in ethical business practices. From tackling greenwashing to engaging stakeholders and embracing continuous improvement, the insights shared provide a roadmap for businesses committed to making a positive impact.