morgenbooster
Beyond Greenwashing: Unlocking sustainability literacy
Greenwashing is more than misleading marketing - it’s a symptom of deeper systemic failure.
It reflects shallow commitments, vague definitions, and a reluctance to change.
At 1508, we believe change starts with honesty. That means challenging surface-level narratives and asking what a livable and desirable future will look like and what is requires from us.
Through a systemic lens, Tanja Gotthardsen will highlight how policy, and particularly anti-greenwashing legislation, may provide a powerful leverage point for change - especially if rooted in earth system science, post-growth economics, and distributive justice. Expect practical insights, policy nerdiness, and recommendations for improving sustainability literacy across sectors.
Experience designer, Marina Almanstötter will reflect on the ethical tensions within visual and brand design. Tracing the history of branding as a tool of capitalism, she’s asking: can there be ethical branding under the current paradigm? And what happens when designers shift from service providers to advocates for non-human and excluded stakeholders?
Together, Tanja and Marina will explore how legislation, design ethics, and collective sustainability literacy can guide us towards systemic change and move us beyond greenwashing towards meaningful impact.
Video Transcript
[00:00:02–00:00:29]
Well, it seems that you all just settled down. So that's my cue to start talking. I think we are just leaving the door open a few more minutes because I can constantly hear people on the stairwell out there trying to find their way up here. So in case someone is running a bit late, we'll try to accommodate those. But thank you so much for being here. I've been so excited to do this talk. My name is Tanja Gotthardsen. I'm an independent anti-greenwashing specialist, but I sit here
[00:00:29–00:00:55]
in these beautiful rooms together with 1508, and today I'm doing my presentation together with Marina from 1508, who's a designer here. And we have a lot of collaborations going essentially because often when 1508 designs something for clients, there's also a lot of communications going on, and a lot of the clients also want to say something about whatever green initiative they believe they have.
[00:00:56–00:01:21]
But for us it's also about not just questioning whether the terminology is right; it's also about questioning: are we actually pursuing the right goals? Are we actually solving anything? So today I will take you beyond greenwashing. So if you came here for the compliance bit, I'm sorry—you're not gonna get that as much, but hopefully I'll give you something more that's much more effective, namely something to think with.
[00:01:22–00:01:51]
So we are going beyond greenwashing and trying to move into what I've dubbed sustainability literacy. Because what I find is that we don't have—and that's Ivan. He's our head of good vibes. So yeah. What I find is that currently we do not have the competencies to actually solve the issues that we're faced with. And that means that we always end up with some kind of incrementalism, if not greenwashing.
[00:01:52–00:02:19]
So I will try to take you a bit through that, but I will also try to introduce you to my methodology, because when I work as an anti-greenwashing specialist, and when I do public appearances, it's not just about greenwashing. It's essentially because I think the greenwashing issue is a vehicle for a much bigger conversation. So, just to center us for a bit before I move beyond it, greenwashing, as you know, is an overstatement of your positive impact.
[00:02:20–00:02:49]
It can pertain to environmental and social claims, and they fall into a vast number of categories. This is how, if you look at the research, it's compiled. So we have the selective disclosure. That's pointing to the things that you want people to look at while brushing away all of your mess. Then we have the empty claims. The relevant claims with falsehoods just not credible. Might seem weird, but that's oil and gas companies saying that they care about the environment.
[00:02:50–00:03:01]
And then we have inconsistent organizational practice. That one also ties in with political spin, because a lot of the policies are actually also observant when it comes to whether a company lobbies behind the scenes.