Jonathan Wise’s Post

As an industry insider, I used to think of 'carbon neutral' claims as akin to medieval indulgences (where you buy holy relics for absolution of your sins). They advertised guilt-free purchases, with the carbon books magically balanced elsewhere. Advertising Standards Authority research showed the public was not expecting these claims to be reliant on offsetting at all; anticipating direct reductions and feeling misled. (Side note: mind-blowing that this research didn’t ask about the expectation for a full footprint to be included, when we know that most carbon neutral claims cover only scope 1 and 2!). Brands are quietly distancing themselves from ‘carbon neutral’ phrasing on this basis.  It’s a shame that it required a telling off from the ASA to push them in this direction, but as Solitaire Townsend rightly raises below, this introduces a further risk – that vitally needed offset funding for nature restoration will dry up, when brands need to be spending MORE on this than ever. Her suggestion, which I back, is that brands use this opportunity to support global ambitions to be Nature Positive. This is one of the interesting intersections where sustainability action becomes almost entirely a comms issue. Firstly in understanding. How well do the public get that the climate and ecological emergencies are two parts of the same coin? Researchers in my feed – all ears to this. Jessica Long Jem Fawcus Second, it takes a neatly “quantifiable” concept of a carbon neutral product/service and replaces this with something with the scope to be vague and greenwashy. In the near term we’re lacking on widely agreed metrics for nature restoration – but funding must flow *now*. How can we shout about good work on nature in a way that's meaningful? Claire Brady love to hear your thoughts Longer term, I’d love to see the role of science based targets for nature elevated in the public eye. Could a parent company’s adoption come to be a benchmark that’s communicated on products? Third – as an industry, we need to be sympathetic to organisations who are delicately trying to construct claims in uncharted waters. The rise of ‘greenhushing’ at exactly the time we need to make enormous investments in restoration is a problem: the perfect is the enemy of the good.

It was great to launch "The State of Circularity in the Nordics" study at LOOP 2024. This study evaluates Nordic companies’ readiness and strategic priorities for the transition to a circular economy. The study focuses on five key topics, under which several sub-topics are elaborated upon. 1. Awareness and understanding: The objective under this topic is to assess companies’ understanding of the requirements in CSRD ESRS E5 and the EU Circular Economy Taxonomy. 2. Circular economy progress and financial benefits: This section analyses the circular economy topics where companies have made the most progress, which internal and/or external factors have influenced their progress, and whether they have experienced financial benefits from their initiatives. 3. Future circular economy topics and drivers: Here companies’ expectations about their future strategic priorities and drivers are compared to their current ones. 4. Barriers and key challenges: This topic contains an evaluation of the main barriers to circularity and the most challenging topics. 5. When is compliance/alignment expected? This section evaluates when companies expect to comply with the disclosure requirements of ESRS E5 and align with the technical screening criteria of the EU Circular Economy Taxonomy

Check out this study from my Danish colleagues. It gives insights into the state of #circularity in the Nordics. The download link can be found in the post below. #circulareconomy #Letsclosethegap #Ramboll #thepartnerforsustainablechange

GreenBiz24 was a cacophony of energy, wit and wisdom. Here are some of my key take-aways: CO-CREATION IS IN Sustainability is a team sport—and the newest players are external stakeholders. They range from 20-somethings who eschew plastic packaging to permitting authorities for your new solar array. BSR's Emma Giloth highlighted what it means to be struggling for a living wage, while Jarrid Green led a conversation about centering communities: showing up, listening actively and investing in articulated priorities to advance shared goals. This is new territory for many, companies and communities alike.  We need to get good at it. Activists and influencers are capturing attention and starting to change minds; entrepreneurial NGOs are amplifying voices from vulnerable or less-heard communities. This is the starting line. Don’t miss out. WORDS – AND PROCESS – MATTER If you don’t have an answer, create a process.  But take care how you design it, as it will bound the outcome. The current global Plastics Treaty process was (for a variety of reasons) created without a clear definition of what’s in scope. Is it just post-consumer plastic packaging, all plastics, or something in between? The distinction will determine the agreement’s impact on a world where plastic pollution has infiltrated air, water, soil and bodies. TO DATA AND BEYOND Concern about AI-generated content is justified. But so is focus on how to harness data to shine light on some wicked problems. Treeswift is using data from the canopy to map the health of the ecosystem beneath it. BEEODIVERSITY deploys swarms of bees to monitor pollution and environmental impacts across swaths of acreage. And satellite-based monitoring can predict, and help prevent, both forest fires and poaching in remote areas. All this data can help design a credible nature strategy, as BSR's Laura Donnelly helped a group explore. CALLS TO ACTION As sustainability leaders we are often the ones issuing calls to action. I will leave you with two very different, but distinct and delightful, voices to inspire your own: ·      ClimateVoice founder Bill Weihl invited us to sign a joint statement demanding that companies lead on – and act consistent with – progressive climate policy (and exit organizations like the US Chamber, who oppose science-based climate legislation) ·      Climate comedian Stuart Goldsmith (Comedy Supercharger) challenged us to create personal connections with the people we seek to influence. He advises being uncannily candid, and sharing a story about how you failed. “The problems ARE the material. Be specific. Say the unsayable.” Makes sense to me: it’s only by saying the unsayable that we can achieve the unprecedented – bend the consumption and carbon curves toward a #just and #sustainable world. #Greenbiz24 #naturebasedsolutions #responsibletech 

Happy Earth Day 2024! Many companies will be celebrating today, which is great. Here's Inc.com's latest article, featuring yours truly, about how companies can avoid greenwashing as they do so. #Greenwash #GreenwashActionLab

Are you up-to-date with the state of circularity in the Nordics? 🤔 We caught up with Patrick Moloney, Ramboll's Director of Strategic Sustainability Consulting, directly after launching the results at LOOP 2024.    From understanding why the time is right for a Nordic circularity survey, a finding he found most surprising, Patrick shared his insights with us fresh from the podium. Have you downloaded your copy of the report yet? Here’s your chance: 👉 https://lnkd.in/eZSdgjvE #LetsCloseTheGap #Circularity #Sustainability

What a pleasure and honour to hear some pearls of wisdom from Wayne of ReLondon at the Sustainability Victoria offices late last week. I was chatting to colleagues in the room and we were reflecting that it's exciting to see an evolving 'community' of circular practitioners growing in Melbourne (and of course, nationally) at the moment - a thrilling time to be part of this growing sector! A few takeaways and thought bubbles from me from the discussion between Wayne and the brilliant as ever Jodie:  - Focusing on five key business models, can be adapted for most businesses, including start-ups/new orgs (I'm paraphrasing below): 1. make sure inputs are circular 2. make your thing recyclable 3. make it durable 4. sharing 5. servitisation - To support the circular transition, particularly for businesses, we can '‘Crowd source good ideas from the circular community, and take them to businesses" - truly not re-inventing the wheel but rather learning from both prior failures and identifying what works. This can perhaps be understood as 'soft incentivising' - which I partly struggle with as I want to see stronger levers for change, but on the other hand I understand we must meet people where they are at, and encourage small shifts toward greater outcomes (#systems thinking I guess..) - The rise of digitisation has allowed for an increase in new and effective sharing systems (can we help grow and replicate these systems into other industries and sectors?) - Looking at the precinct/neighbourhood level can allow us to ideate and test tangible circular actions that can then be replicated and scaled - outlining a key role for our local governments, and those who support them. - As my colleague Felicity highlighted in her post, Wayne's statement that ‘By disaster or design, things are going to change’ - I've reflecting a lot lately on how we are going to actually begin to take meaningful and widespread government action on climate change (ok yes, the climate anxiety is V high at the moment), and I've been hearing a lot this idea that we need to experience a high level of 'disaster' before things will really shift- that humanity will really only take note and adapt through crisis. Slightly terrifying, but perhaps there is a message of hope in there?! - Wayne sees Australia as on the verge of becoming a circular leader, and we have the opportunity to learn from international mistakes and wins and customise for our local settings. Thanks to Aurecon and Sustainability Victoria for this great event. 🌱

Do you want to be the change you wish to see in the world? It starts with us! By choosing sustainable products and practices, each one of us can make a massive impact on the environment. 🌍? As conscious consumers, we're no longer just bystanders in the quest for a greener planet—we're active participants, each with the power to make impactful choices. Sustainability isn't just about lofty ideals; it's about the collective small actions we take that lead to big changes. Let’s be the driving force behind the companies that prioritize our planet. Choose sustainability. Choose a brighter future. ✨ #BeTheChange #SustainabilityHero #GreenLiving

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My colleague Kori Goldberg had a chance to sit down with Tom Szaky recently to talk about the "triangle of stagnation" in corporate sustainability. It's kinda like the Bermuda triangle: 1. You want to avoid it 2. If you don't, it's very difficult to get out Anyway, I'd love to hear thoughts from all the folks out there that work in corporate sustainability. I have to say, this idea rings pretty true to the me who used to lead corporate sustainability efforts. https://lnkd.in/g4xTtGjx GreenBiz Group #circularity #circulareconomy