Greenwashing is the death of the sustainability movement. We should know having toiled away for the past 15 years in the US offering parents a sustainable alternative to single-use plastic diapers.
Along the way there have been some epic claims from brands hoping to capture the hearts and minds of green-leaning consumers.
The FTC (America’s ACCC / EA) has tried with their green marketing guidelines but nothing much has changed. According to the guidelines, general environmental claims are verboten but on every shelf of every super market the meaningless term “eco-friendly” abounds. Green logos and marks are also a no-no and yet there are entire brands built around a green leaf mark. Guidelines are useless without policing.
We had our own fun with the FTC back when they announced their new guidelines. Nothing better than debating the science of biodegradation with FTC lawyers.
As someone said to me after the fact, you haven’t really been in business in the US until a Federal Agency has come after you. The only outcome from that experience was funding our lawyers next ski vacation.
Which brings me to this piece of news. A competition to find a technology that can recycle tailings from mines.
And they label it the “Circular Economy”.
So the answer to the mess that is mining is to find a way to recycle the byproduct?
What a delightful bandaid.
It’s right up there with “Clean Coal“.
Movements die when they get misappropriated by bad actors. And this is one such example.
We need to be ever vigilant.
It often feels like change takes forever. And yet we live in constant change. And at a DNA level we seem to hate change.
Nature appears to move ever so slowly. Plant the seed, water, wait and over time there is change – growth.
Then again a storm like the one I saw hurtling toward our place a few months back (above) sure did move fast.
In business we demand speed. Companies that grow the fastest win. Win awards, win investor support, win by being acquired. Business principles tell us that Fast growth – a type of change – is rewarded.
And yet the only thing that grows in the natural world with the kind of speed we want to see in companies are phenomena like Cancer or a weed in the backyard. They are misunderstood, undetectable to the naked eye oftentimes and thrive in otherwise healthy environments. And they end life.
And then there’s change we (think we) can control. I was reminded of this after stumbling on Fast Company magazine from 2005 (below) yesterday. Faced with a choice to change our habits or face imminent death, only 1 in 10 of us change our habits. That’s pretty remarkable for us as a species and our chances for longer term survival.
We need to somehow change our view of change.
In my recently documented office clear up, I found this 14 year old edition of Fast Company. It was the first magazine I bought when we arrived in the US.
I love the smack-to-the-side-of-the-head headline about Work / Life balance and its illegitimacy. How far we’ve come where some workplaces today offer treadmill desks, sleep pods, unlimited PTO etc.
A little progress.
A new on-demand transport service is trialling in our neck of the woods. It’s called Bridg and it’s very clever. As the name suggests it bridges the gap in those areas where public transport doesn’t offer the needed coverage. In our case the morning and afternoon school run. For a 10 minute journey to school the kids would otherwise be taking two Government-run buses and spend around 50 minutes doing it.
It’s the first real tangible experience I’ve had of “dynamic big data”. The app offers pick up windows but interestingly depending on where each rider is coming from, the pick up location changes each day.
So far it’s worked perfectly and it’s as cheap as chips. We have visibility on where the kids are and with successes the trial will expand to cover more of Sydney.
We have been back in Sydney four years now and as an experiment decided to see if we can avoid buying a car. They’re expensive in Oz, we live near the beach so the salt kills them and parking is scarce and pricey. We rely mostly on my Vespa and Go Get car sharing. So it’s actually working. And the Bridg bus makes it even easier.
The next challenge? Our 15 year old turns 16 on Sunday and I’m not totally sure how he’s going to learn how to drive!
Speaking of great marketing, this one was done by a Nike friend of mine we got to know when we lived in Niketown. The coolest thing? The ad is made up of old Nike ads. Recycled if you will.
I could watch this all day.