Fighting Greenwashing with Radical Transparency: A Pragmatic Approach

Episode 63 | 20.1.2025

Fighting Greenwashing with Radical Transparency: A Pragmatic Approach

Greenwashing has become one of the most significant challenges in corporate sustainability. The term, which describes misleading or exaggerated claims about environmental efforts, undermines trust and diverts attention from genuine progress. On The Responsible Edge podcast, John Pabon, founder of Fulcrum Strategic Advisors, zeroed in on a pragmatic solution to this pervasive issue: radical transparency.

Listen to the full podcast episode on YouTube, Spotify, and Apple Podcasts.

The Rise of Greenwashing in a Post-Pandemic World

Greenwashing is not new—it dates back to the 1960s and ‘70s—but its scale has exploded in recent years. “Post-COVID, the stakes have risen,” John explained.

“Consumers are more attuned to environmental claims, and the pressure on businesses to demonstrate sustainability credentials has intensified. This has created fertile ground for greenwashing.”

John outlined three categories of greenwashing: accidental, purposeful, and those in the grey area. “Accidental greenwashing is the easiest to address—it’s usually a result of poor communication or a lack of knowledge,” he said. “Purposeful greenwashing, on the other hand, requires tougher interventions, including regulatory oversight and public accountability.”

 

Transparency: The Antidote to Greenwashing

John’s solution to greenwashing is radical transparency, a practice that demands companies openly disclose both their successes and their shortcomings. “Perfection is not what people want,” he argued.

“What builds trust is honesty. Admit your mistakes, share your learnings, and be clear about your limitations.”

He cited a compelling example from the 2017 Oscars, where PricewaterhouseCoopers mistakenly announced the wrong Best Picture winner. “They owned up to it immediately, explained what went wrong, and showed how they’d fix it. That’s the kind of radical transparency companies need to embrace in their sustainability efforts.”

 

The Role of Legal Teams in Hindering Progress

One of the biggest barriers to transparency, John noted, is internal resistance—often driven by legal concerns. “Legal teams are so worried about the potential fallout from admitting to shortcomings that they shut down communications altogether,” he explained.

“But saying nothing only fuels suspicion. Companies need to learn how to balance transparency with caution.”

John urged organisations to resist the temptation to over-polish their sustainability messaging. “People can see through inauthentic claims,” he said. “The key is to communicate with humility and clarity, even if your efforts aren’t perfect.”

 

Pragmatic Solutions from the Developing World

John’s work in developing economies like China, India, and Vietnam has shaped his approach to tackling greenwashing. “In these regions, sustainability is not theoretical—it’s about solving immediate problems, like air pollution or water scarcity,” he said.

This hands-on perspective has driven John’s belief in simplifying complex issues.

“We don’t need more debates or glossy reports. What we need are actionable steps that can be implemented today.”

For example, John highlighted factories that have adopted incremental measures, such as installing more efficient water filtration systems. “It’s not headline-grabbing, but it’s real progress,” he emphasised. “Transparency about these small wins is just as important as sharing long-term goals.”

 

A Vision for Corporate Accountability

John’s ultimate vision for combating greenwashing is a world where transparency becomes the norm. He believes this shift requires not only regulatory pressure but also consumer demand. “If we reward honesty and penalise deception, the market will correct itself,” he explained.

He envisions a future where companies regularly disclose their progress with the same rigour they apply to financial reporting.

“We need sustainability reports that go beyond green-tinted PR to provide real, verifiable data. This is how we rebuild trust.”

 

Radical Transparency as a Competitive Advantage

While many companies fear transparency, John sees it as a competitive edge. “Admitting where you are and where you’re going shows that you’re serious about progress,” he said.

“Consumers, investors, and employees value that authenticity.”

John’s approach to fighting greenwashing is pragmatic and achievable. By championing radical transparency, he offers a path forward for companies that want to rebuild trust while driving meaningful sustainability progress. As he put it: “The truth, even when it’s messy, is always more powerful than a polished lie.”

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A Global Perspective on Sustainability: Lessons from a Life Lived Across Continents

Episode 62 | 16.1.2025

A Global Perspective on Sustainability: Lessons from a Life Lived Across Continents

Anne Nai-Tien Huang’s journey into sustainability is far from conventional. Speaking on The Responsible Edge podcast, Anne shared her experiences growing up across three continents and how these formative years shaped her unique approach to sustainability. With a background spanning urban planning, corporate social responsibility (CSR), and sustainable supply chain management, Anne offers a global perspective on sustainability challenges and solutions.

Listen to the full podcast episode on YouTube, Spotify, and Apple Podcasts.

Early Lessons in Resource Consciousness

Anne’s first brush with sustainability came during her childhood in Germany. “I didn’t know the word ‘sustainability’ as a nine-year-old,” she admitted, “but I observed how meticulous people were about conserving resources. You paid for ketchup, received just one napkin, and lined up to recycle your bottles. It was a culture of diligence.”

Returning to Taiwan, Anne saw the early stages of Taipei’s recycling revolution. “Taiwan had a serious trash problem,” she recalled.

“The government introduced an incentive system—recycling was free, but throwing away trash required purchasing official bags. It was fascinating to see an entire society shift its behavior.”

These early experiences fostered a deep awareness of material consumption and waste, themes that would resonate throughout her career.

 

Urban Planning: A Gateway to Sustainability

Anne’s interest in sustainability took root in university when she pivoted from business to urban planning.

“I realised that how cities are designed profoundly impacts how people live,” she explained.

Studying in the car-centric United States, Anne became passionate about creating walkable, transit-friendly cities that encourage sustainable lifestyles.

Her academic journey also included stints in Morocco and France, where she broadened her understanding of urban development and public policy. However, it was a final-year course on CSR that shifted her focus to the corporate world. “The idea that companies like Walmart could influence entire supply chains to be more sustainable fascinated me,” she said.

 

Bridging Academia and Corporate Action

After graduating, Anne faced the harsh realities of starting a career in sustainability during the 2008 financial crisis. “It wasn’t easy finding sustainability jobs back then, both because the field was still maturing and because of the economic climate,” she explained. Determined to gain foundational knowledge about corporate operations, Anne took on diverse roles over the next four years.

“I worked in audit at KPMG, explored business philanthropy with a foundation, and handled compliance for a chip design company preparing for its IPO,” she recounted. These roles gave Anne a comprehensive understanding of how corporations operate, even though they weren’t directly tied to sustainability.

“Because I still wanted to continue in the sustainability trajectory, I decided to go back to graduate school.”

At Columbia University, Anne pursued a master’s degree in environmental science and policy, equipping herself with tools to drive corporate sustainability. “Columbia was where I developed the skills to connect sustainability with business impact,” she said.

Anne then joined EcoVadis in Paris, a leading sustainability rating company. “For five years, I assessed the ESG performance of companies worldwide,” she shared.

“It was rewarding but isolating—I craved more interaction with people.”

To broaden her horizons, Anne earned an MBA from INSEAD. “The MBA expanded my understanding of business strategy and helped me integrate sustainability into global operations,” she noted.

 

Making Sustainability Tangible

Anne’s subsequent roles at Bureau Veritas and Dun & Bradstreet provided her with platforms to make sustainability actionable. As Global ESG Product Lead at Bureau Veritas, she spearheaded the development of a digital sustainability management tool. Later, as Head of ESG at Dun & Bradstreet, she shifted to a go-to-market and sales function.

“These roles showed me how important it is to make sustainability examples as concrete as possible,” Anne said. She emphasised the need for clarity in training teams and creating tools that make ESG accessible and impactful.

“Sustainability can feel abstract. The key is showing how actions—like cutting emissions or improving supply chain transparency—connect to measurable outcomes.”

 

A Shift in Focus: Returning to Asia

While a planned project in Saudi Arabia didn’t come to fruition, a recent family accident prompted Anne to re-evaluate her priorities. “After spending two-thirds of my life abroad, I realised it’s time to be closer to home,” she shared.

Anne is now focusing her energy on impactful sustainability projects and roles closer to Taiwan and the rest of Asia, a region where sustainability is still maturing but rapidly growing in key sectors. “I want to be closer to my family while contributing to sustainability efforts in the region,” she explained.

“Besides my day-to-day work, I also hope to introduce zero waste food and personal hygiene products, which are still rare in Taiwan.”

 

Conclusion: A Global Citizen’s Call to Action

Anne Huang’s journey illustrates the power of diverse experiences in shaping a holistic approach to sustainability. From recycling lines in Germany to corporate boardrooms in Paris, she has championed a pragmatic, people-focused approach to solving global challenges.

Her message is clear: sustainability isn’t a one-size-fits-all solution. It requires collaboration, innovation, and a commitment to bridging cultural and systemic gaps. As Anne puts it,

“Every step we take matters. And when we align our actions with our values, the impact can be extraordinary.”

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Reframing the Climate Narrative: Simplifying Language to Drive Action

Episode 61 | 14.1.2025

Reframing the Climate Narrative: Simplifying Language to Drive Action

In a world where complex acronyms and ambiguous jargon often dilute the urgency of climate action, Nick Lyth, President of Green Angel Ventures, offers a refreshingly direct perspective. Speaking on The Responsible Edge podcast, Nick explored the critical role of language in shaping the climate conversation and why simplification is the key to galvanising real change.

Listen to the full podcast episode on YouTube, Spotify, and Apple Podcasts.

From Marketing to Climate Advocacy

Nick’s journey into the climate sector began with frustration and a keen understanding of messaging. Coming from a background in advertising and marketing, he recognised early on that the language around sustainability was alienating.

“In the ‘90s, terms like ‘sustainable development’ were vague and misunderstood,” he recalled. “If you asked someone on the street what it meant, you’d get a blank stare.”

This disconnect drove Nick to establish the Resource Use Institute, focusing on practical solutions rather than abstract concepts. Later, he founded Green Angel Syndicate, now the UK’s leading angel investment network specialising in climate innovation. “We needed to move away from vague ideals and start addressing tangible issues like resource use and carbon emissions,” he explained.

 

The Problem with ESG

One of Nick’s sharpest critiques during the podcast was aimed at ESG (Environmental, Social, and Governance) frameworks. He described ESG as “an acronym soup” that conflates unrelated issues, making it harder for people to grasp its purpose.

“The complexity of ESG dilutes its impact,” he argued. “We need a simpler framework that everyone can understand and act upon.”

Nick proposed a shift in focus to carbon emissions and ecosystem regeneration—concrete, measurable areas where progress is critical. “The loss of biodiversity is a symptom of ecosystem degeneration. If we focus on regenerating ecosystems, we address the root cause.”

 

Fighting Misinformation with Clear Communication

Another key point was the need to counter climate change denial with effective messaging. Nick drew parallels between today’s climate sceptics and historical examples of misinformation, such as the tobacco industry’s denial of links between smoking and lung cancer.

“They’re using a selling message that climate action is a scam designed to exploit the public. It’s a powerful narrative, and we need to counter it with something stronger.”

Nick called for aggressive, targeted communication to combat these narratives. “If you can’t sell it, you can’t succeed. We need to package our message in a way that’s more compelling than the sceptics’.”

 

The Power of Persuasion

Central to Nick’s approach is the idea of persuasion. He emphasised that effective climate messaging must connect with people on a personal level. “You have to talk about how these issues impact individuals directly,” he said.

“Telling someone they’re doomed isn’t helpful. Instead, show them how climate action benefits their lives and future generations.”

Nick criticised groups like Extinction Rebellion for alienating the public with extreme tactics. “Disruption doesn’t persuade—it irritates,” he stated. “We need to focus on measured, relatable messaging that aligns with people’s everyday experiences.”

 

A Magic Wand for Regulation

When asked what change he would make if given a magic wand, Nick’s answer was unequivocal: regulation. “We need enforced targets for degrowth, carbon removal, and ecosystem regeneration,” he said. “The corporate world won’t act unless it’s compelled to.”

He compared the urgency of climate action to the rapid policy shifts during the COVID-19 pandemic.

“Governments proved they could act decisively when faced with a crisis. Climate change demands the same level of urgency.”

 

Simplify to Amplify

Nick’s overarching message is clear: simplicity is the key to driving climate action. By stripping away jargon and focusing on practical, relatable solutions, we can inspire individuals and organisations to act. “Save nature because only nature can save you,” he summarised—a concise, impactful mantra that encapsulates his philosophy.

As the conversation concluded, Nick left listeners with a challenge: rethink how we communicate about climate change.

“We’re not just fighting for the planet—we’re fighting for people. And to win that fight, we need to speak their language.”

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Transition Plans: The Key to Turning Sustainability Promises into Action

Episode 60 | 9.1.2025

Transition Plans: The Key to Turning Sustainability Promises into Action

In the ever-evolving landscape of sustainability, bold commitments have become a norm. But what happens after a company pledges net-zero goals or ambitious ESG targets? According to Lucy Smaill, Head of Communications at Sillion, the answer lies in transition plans. On The Responsible Edge podcast, Lucy provided a deep dive into why these plans are the linchpin for turning high-level commitments into practical, measurable progress.

Listen to the full podcast episode on YouTube, Spotify, and Apple Podcasts.

What Are Transition Plans?

“Think of a transition plan as the training plan for your New Year’s resolution,” Lucy explained.

“It’s the step-by-step roadmap that bridges the gap between setting an ambitious goal—like hitting net zero by 2035—and the actions needed to get there.”

Unlike traditional sustainability strategies, transition plans emphasise practicality and accountability. They force organisations to outline not just their end goals but also the interim steps, costs, and stakeholder roles involved. Lucy noted, “A good transition plan doesn’t just sit in a sustainability team’s drawer; it becomes the foundation for engaging employees, suppliers, and investors.”

From Strategy to Action

One of Lucy’s key insights is that transition plans take sustainability from theory to practice. “Many organisations are great at setting big goals, but the details of how to achieve them often get lost,” she said.

“Transition plans make those goals actionable.”

This action-oriented approach is particularly critical in the face of growing regulatory scrutiny. “We’re seeing increased pressure from frameworks like the CSRD and the Transition Plan Task Force (TPT),” Lucy highlighted. “These regulations aren’t just about disclosure—they’re about proving that organisations have credible pathways to achieving their commitments.”

Communicating Complexity with Clarity

A unique challenge of transition planning lies in its complexity. From modelling financial impacts to engaging diverse stakeholder groups, the process can feel overwhelming. This is where Lucy’s expertise in communication plays a pivotal role.

“Sustainability often gets bogged down in what I call ‘acronym soup,’” Lucy said, referencing terms like ESG, TPT, and CSRD.

“The key is to cut through the jargon and focus on what matters to your audience. What does this plan mean for them? What do they need to do?”

For Lucy, effective communication isn’t just about simplifying complexity; it’s about making sustainability relevant. “If a plan doesn’t inspire action, it’s not working. Transition plans should clearly outline who needs to do what, whether it’s a supplier reducing emissions or an employee adopting more sustainable practices.”

Transparency as a Tool for Progress

Another essential element of transition planning is transparency. “Plans will go wrong—targets will be missed—but that’s okay if you’re upfront about it,” Lucy emphasised.

“The worst thing you can do is try to cover up mistakes. Transparency builds trust and shows that you’re committed to improvement.”

Lucy pointed to Microsoft’s handling of emissions increases driven by AI as a prime example. “They explained why their emissions had risen and shared the steps they were taking to address it. That kind of honesty disarms critics and fosters credibility.”

Breaking Down Silos

One of the most transformative aspects of transition plans is their ability to break down organisational silos.

“Sustainability can’t just live in one department—it needs to be embedded across the entire organisation.”

Lucy shared an example from ITV’s transition planning, where the broadcaster didn’t just focus on operational emissions but also on how its content could inspire audiences to adopt more sustainable behaviours. “That’s the kind of holistic thinking transition plans can enable,” She added.

 

A Call for a Common Language

Looking ahead, Lucy highlighted the need for a universal sustainability language to further enhance the effectiveness of transition plans. “Right now, sustainability professionals, finance teams, and communicators often struggle to speak the same language,” she said.

“If we could align on common terms and frameworks, it would unlock so much potential for collaboration.”

Conclusion: From Words to Action

Transition plans are more than a bureaucratic requirement—they’re a powerful tool for turning sustainability promises into reality. As Lucy put it, “They force organisations to think beyond the headlines and focus on the nuts and bolts of making change happen.”

For companies navigating the complexities of sustainability, Lucy’s message is clear: transition plans aren’t just about compliance; they’re about accountability, action, and impact. By embracing this approach, businesses can not only meet their commitments but also lead the way in building a sustainable future.

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The Scandinavian Way: Embedding Empathy and Collaboration in Corporate Culture

Episode 59 | 6.1.2025

The Scandinavian Way: Embedding Empathy and Collaboration in Corporate Culture

The transition to sustainability is often discussed as a technical challenge, requiring new metrics, frameworks, and innovations. But in a recent episode of The Responsible Edge, Malin Cunningham, founder of Hattrick and a trustee at the Carbon Literacy Project, argued that the key to real change lies in a mindset shift. Drawing from her Swedish upbringing, Malin made a compelling case for embedding empathy, collaboration, and honesty into corporate culture to accelerate progress toward sustainability.

Listen to the full podcast episode on YouTube, Spotify, and Apple Podcasts.

Lessons from Sweden: Collaboration Over Competition

Growing up in Sweden, Malin was immersed in a culture that values collective progress over individual achievement. She explained, “In Swedish schools, children are taught in mixed-ability groups. The idea is to collaborate with those who think differently from you. If you’re ahead, you help others catch up, and in doing so, you learn empathy and problem-solving.”

This approach, Malin argued, has broader implications for corporate structures.

“In Scandinavia, companies are less hierarchical. Decisions take longer because everyone’s input is valued, but once a decision is made, implementation happens quickly because everyone is already on board.”

Malin sees parallels between these cultural values and the ethos of B Corporations, of which Hattrick is a certified member. “When I discovered B Corp, it felt like coming home. It’s about recognising that great ideas can come from anywhere and working interdependently rather than hierarchically.”

 

Breaking Down Barriers to Honest Conversations

One of the recurring themes in Malin’s career is the need for honesty in corporate sustainability efforts. She recounted how many organisations struggle to balance ambition with authenticity.

“Businesses often set ambitious net zero targets but don’t know how to achieve them. This creates fear—fear of being called out for greenwashing or not making enough progress.”

Malin highlighted the importance of creating environments where employees feel empowered to ask questions and challenge claims without fear of repercussions. “If we want organisations to succeed in sustainability, we need to remove the fear of getting it wrong. Everyone makes mistakes. What’s important is that we learn from them and move forward.”

 

The Role of Carbon Literacy

At Hattrick, Malin has pioneered carbon literacy training as a tool for building awareness and engagement within organisations. The training equips teams with the knowledge to understand their role in the transition to sustainability.

“When we train leadership teams first, they see both the risks and opportunities. Then, when the training is rolled out across the organisation, it empowers employees to take ownership of the company’s sustainability goals.”

Malin shared an example of a company where sustainability training had a transformative effect. “After the training, employees began pushing the leadership to accelerate progress. It was no longer just the responsibility of the sustainability team—it became a shared mission.”

 

The Danger of Greenhushing

Malin also touched on the growing trend of greenhushing, where companies avoid publicising their sustainability efforts for fear of criticism. “Greenhushing creates an atmosphere of mistrust. If employees sense a lack of transparency, it erodes confidence in leadership. The opposite—openly acknowledging challenges and areas for improvement—builds trust and engagement.”

She believes that embracing imperfection can be liberating for organisations.

“No company is fully sustainable, and admitting that is powerful. It allows you to speak confidently about your progress while being honest about where you need to improve.”

 

A Magic Wand for Corporate Culture

When asked what she would change about the corporate world, Malin’s answer was clear: honesty.

“We need to stop pretending we’re further along than we are. If we start having honest conversations, we’ll move so much faster.”

She likened this shift to her experiences in Swedish schools, where collaboration and mutual support were the norm. “If we bring that mindset into the corporate world, where everyone is willing to help each other succeed, the progress we can make is incredible.”

 

Building a Culture of Shared Responsibility

Malin’s insights offer a roadmap for companies looking to embed sustainability into their operations. By fostering collaboration, embracing transparency, and investing in education, businesses can create cultures where sustainability is not an obligation but an opportunity. As Malin put it, “It’s not about perfection. It’s about progress—and that starts with people.”

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Sustainability Recruitment: Bridging the Green Skills Gap

Episode 58 | 27.12.2024

Sustainability Recruitment: Bridging the Green Skills Gap

In a world increasingly focused on sustainability and ESG (Environmental, Social, and Governance), the role of recruitment has shifted dramatically. Jack Porter, Head of Professional Services at Acre, shared his insights on The Responsible Edge podcast, highlighting the challenges and opportunities in sustainability recruitment. From addressing the green skills gap to empowering organisations with the right talent, Jack emphasised the critical role recruitment plays in driving sustainable business practices.

Listen to the full podcast episode on YouTube, Spotify, and Apple Podcasts.

From Niche to Necessity: The Evolution of Sustainability Recruitment

Jack recounted his journey into the sustainability space, starting from a moment of uncertainty when he was first assigned to sustainability recruitment. “I didn’t even know what sustainability was at the time,” he admitted, “but I quickly realised how integral it is to every facet of a business.”

Over the past eight years, Jack has witnessed a significant shift.

“When I started, sustainability roles were project-based and often isolated. Now, they’re integral to operations, finance, marketing, and beyond.”

This evolution mirrors a broader recognition that sustainability isn’t just a box to tick but a fundamental business function.

 

The Green Skills Gap: A Communication Challenge

One of the most pressing issues Jack discussed was the green skills gap—a lack of talent with the expertise to navigate the complex landscape of sustainability. Interestingly, he argued that the gap isn’t just about technical skills. “The biggest gap isn’t in reporting or regulatory knowledge; it’s in softer skills like communication and stakeholder engagement,” he explained.

Jack highlighted the importance of influencing sceptical stakeholders.

“Sustainability professionals often need to convince people—CFOs, boards, investors—that sustainability is not just a cost but a value-creating opportunity.”

This ability to communicate effectively and inspire action is where many candidates struggle, he noted.

 

Authenticity Over Perfection

Jack also touched on the prevalence of “green hushing,” where companies underreport their sustainability efforts for fear of criticism or accusations of greenwashing. This, he argued, is counterproductive both for businesses and the candidates they aim to attract.

“Sustainability professionals don’t expect perfection. What they want is honesty about where a company is in its journey.”

He encouraged organisations to embrace their “clumsy phase” in sustainability. “Mistakes are inevitable,” he said. “But those mistakes lead to solutions. Being upfront about challenges can actually attract innovative, creative talent who want to help solve them.”

 

Building Purpose-Driven Cultures

For Jack, sustainability recruitment isn’t just about filling roles; it’s about creating cultures where sustainability is part of every employee’s role. He shared the example of organisations tying sustainability goals to performance incentives, such as bonuses.

“When sustainability becomes part of the company’s DNA, it’s no longer a separate agenda—it’s just how business is done.”

He also urged companies to look inward before hiring externally. “There are often people within organisations who are passionate about sustainability but haven’t had the opportunity to get involved. Engaging these individuals can be just as impactful as bringing in new talent.”

 

Looking Ahead: A Call to Action

As the conversation wrapped up, Jack shared his vision for the future of sustainability recruitment.

“It’s about getting everyone to see their role in sustainability, no matter how small. Whether you’re a junior analyst or a CEO, you’re contributing to the bigger picture.”

Jack’s insights underscore the transformative power of recruitment in shaping a sustainable future. By prioritising authenticity, fostering communication, and recognising the value of every individual’s contribution, businesses can bridge the green skills gap and build teams capable of driving real change. As Jack put it, “We’re not going to get everything right, but we have to start somewhere—and that somewhere begins with the people we bring on board.”

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