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.