Tech giants are facing mounting accusations of “greenwashing” as a new report claims they are misleading the public by conflating traditional machine learning with energy-intensive Generative AI.
The research, commissioned by nonprofits including Climate Action Against Disinformation, suggests that the industry is using “diversionary tactics” to mask the massive environmental cost of the current AI gold rush.
According to energy analyst Ketan Joshi, the report’s author, tech companies frequently cite the climate benefits of “old-school” predictive models – which can optimize power grids or track deforestation – to justify the explosive growth of gas-guzzling data centres required for generative tools such as OpenAI’s ChatGPT or Microsoft’s Copilot.
The analysis of 154 corporate and industry statements failed to find a single example where Generative AI led to a “material, verifiable, and substantial” reduction in global emissions.
The debate centres on the stark difference in energy profiles. While predictive AI uses relatively modest resources, Generative AI requires massive clusters of high-performance GPUs. Sasha Luccioni, a climate lead at Hugging Face, notes that when the industry discusses AI that is “bad for the planet,” it is almost exclusively referring to large language models and image generators.
This surge in demand has sparked a critical question. Can Generative AI ever be carbon neutral? Certainly, the hardware fuelling this revolution generates immense heat, requiring sophisticated cooling systems that often consume vast amounts of water and electricity.
While companies like Google claim their emission reduction estimates are based on robust science, data centres are projected to account for 20% of electricity demand growth in wealthy nations by the end of the decade.
The report likens these tech claims to fossil fuel companies overstating the potential of carbon capture while their core business continues to drive pollution. As complex functions such as video generation and deep research proliferate, analysts argue that the narrative of AI as a climate saviour is being used to distract from the “preventable harms” of unrestricted data centre expansion.
Unless transparency regarding the carbon footprint of GPUs and cooling improves, the industry’s green claims will remain under intense scrutiny.
We’re being told ‘climate change’ is the crisis we need to pay attention to. If this is true, is it possible we’re being pointed in the wrong direction regarding both primary causes and solutions? And what if it’s not true, or not in the way we’re being led to believe? This distinction could make a world of difference.
What follows is a nuanced view. This is not a black-or-white issue but one that is deeply complex and that requires more thought and action than news headlines and public figures are leading us to believe. Settle in, read or listen and take your time getting to the end. We’re going on a journey.
Enjoy on the go with an audio recording of the post in its entirety. Full written post below.
I remember when it was a thing to calculate your ecological footprint before it was rebranded as ‘carbon footprint’. I was an early adopter of what I thought of as planetary care. I had my cloth tote bags, and glass straws, bought things in bulk, saved all my jars to reuse, and have always done my best at keeping single use plastic out of my kitchen and my home. Having long been a fan and advocate for buying second-hand I’ve also developed a love for fixing and mending or selling and donating what no longer serves to extend usage. Avoiding single-use plastics is my aim (because recycling really isn’t what we think it is) and every bit of plastic ever made still exists on our planet.
As a child of the 80’s, I remember talk of the energy crisis and acid rain, the hole in the ozone was big in the 90’s, and then came global warming in the early aughts. Now the global politics (and big money, and measures ‘for your safety’) of it all have swooped in along with the rebranding of ‘Global Warming’ to ‘Climate Change’, and ‘Environment Canada’ being renamed ‘Climate Change Canada’ in 2023.
With growingly intense political division and ideologies being adopted as personal identities, we also know that to ‘believe in climate change’ without question will align you with certain groups and policies. To question what we’re being told, or even any small aspect of it, will have you labelled a ‘climate change denier’ or worse, one of those crazy right-wing, tin foil hat wearing conspiracy theorists.
Where is she going with this!!?!?! Is she one of them or one of us?
Spoiler: I’m neither. I don’t think. Who knows, who cares. I’m just here asking questions because this isn’t about plastic bags, or plastic straws or carbon taxes. That is all a distraction from what’s actually critical here— the fact that we’re being told to look in one singular direction when there is nothing being done to address what might be most critical: a growing disconnection from nature, the actual environment, sacrificing our own mental and physical health. Instead we’re fostering an absolute reliance on tech-based solutions and government policies, taxing their way out of this, at the expense of citizens.
We do have an environmental issue. But it’s not in the way we’re being led believe. All we have to do is look to the declining health of all living things on this planet and ask whether the solutions are fixing that. They’re not. Because they’re not getting to the root cause.
Curiosity killed the cat and may just have me cancelled for trying to answer the questions that come to my mind on this topic. So far I’m still standing because I do believe that when presented with common sense and facts, it triggers something deep within people that may make them intensely uncomfortable but also resonates because of the simple truth of it all.
Take A Pause For A Moment
If your knickers are already getting knotted and you’re thinking– What is Meghan saying? What team is she on? Is she about to say what I think she’s about to say? Do I now need to unfollow, unsubscribe, and walk away from all the other work she’s done because of this one long format exploration of an idea?
First, take a deep breath or ten (or get yourself into coherence) and come on back in a calm state with your pre-frontal cortex turned on so we can be grown-ups together and do a little critical thinking and maybe have a difficult conversation.
Most importantly, remember for that we all live here, on this one sweet planet, and we need this planet to thrive if we are to thrive. Most of all, I ask and attempt to answer these questions because I don’t want my child growing up in a world where every move he makes is tracked, where he cannot choose what he eats, and mostly I want him to live in a healthy environment, a healthy and thriving planet so that he can be a healthy and thriving human alongside other healthy and thriving humans.
This is why this topic and the key difference between creating division among this global community of humans for the sake of ‘climate change’ versus what it means to live by (and be governed by) the principles of true ecological care needs addressing.
It’s Time To Wake Up and Look Around
The idea for this was sparked by a conversation with a good friend who has two teenage children being taught about climate change in school. She said that not too long ago she would have been all on board but now is not so sure where she stands as the policies, taxes, and general messaging seem to be more about protecting big business profits, governments, and global control over the population by unelected officials that seem keen on having us drink potato milk and eat lab-grown or ‘plant-based’ meat versus the actual wellbeing of humans and the planet. All of this is happening while our old-growth forests continue to be cleared with abandon.
My response to my friend was simple: We need to take care of the planet, be environmentally aware, and conscious about our role in the care of our planet if we as humans are going to thrive.Currently, the human population is degenerating, not thriving and no amount of technology will save us from our epidemic disconnection with the source of where we come from: nature.
We need to clean up our act in real ways, not simply by paying a carbon tax to offset our flight to an all-inclusive in Cancun where we’ll eat factory-farmed food, and drink from single-use plastic bottled water. A tree being planted to offset all that goes into manufacturing and shipping some plastic sneakers made in China isn’t quite an equal balance. We have developed an obsessive need for the newest yoga pants made from recycled water bottles, or even try and do the right thing by jumping on a climate-friendly plant-based diet without considering that the energy equivalent to get the food to us then we take in consuming it.
Is there anything wrong with going on vacation in Cancun or buying some yoga pants? No, I don’t think so. It’s the greenwashed ‘net zero’ initiatives in response that I have questions about.
Does all of this ‘offsetting’ help? Maybe. But it’s not enough to turn the tides.
I am not affirming or denying changes that could be happening to our climate (although this independent thorough review by Simon Frasier University counters what the media-approved scientists, politicians, and non-elected elite global organizations are saying, and I think it’s always important to read that which contradicts our existing beliefs). I have a healthy dose of common sense, a natural curiosity, and a pesky authority-defying streak. When I am told to look in one direction, I will strain my own neck looking the other way.
It’s really something how we will often only see what we’re told to look out for.
More often than not, when we’re told to look for just one thing, we fail to pay attention to or even know what to ask that is not in full highlight.
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Is the climate actually changing Because of Day-To-Day Human Activity?
Most stores where I live have banned plastic bags. Everyone applauds. But this only refers to the free ones at checkout. You can, of course, purchase a different kind of plastic bag – this one in the form of a tote bag that might give you a few more uses, but ultimate ends up in the same place. It’s still plastic. I suppose we’re not supposed to notice that just about everything else in most stores is made of and/or packaged in plastic.
I have no idea if our little everyday actions are the direct cause of what we’re told is the main problem. I am not sure anyone does but everyone is picking a side anyway. You most certainly can find scientists who will say it is, and others saying it’s not and that this is the natural ebb and flow of nature on this planet over time
What I do know for sure is that you can find quality data that will support both views. One can argue the climate has always been changing – sometimes in subtle ways, sometimes in dramatic ways (hello, Ice Age). Humans have existed on this planet for a tiny fraction of time that the planet has existed and data has been tracked and collected for an even tinier fraction of time.
Is a change of one to five degrees dramatic over the entire history of planetary existence? Perhaps. Perhaps not.
Is it dramatic for human life and how and where we live? Looks like it is, but how much is naturally occurring cycles versus the impact of industry? And is that actually what’s happening?
More importantly, are you and I, as single individuals the ones causing it? Maybe. Maybe not.
But It Was ‘The Hottest Year On Record’
If you search ‘hottest year on record’ and put any year in front of that, you’ll get a slew of stories about that year (I went as far back as 1995). You can find the same pertaining to individual countries; the exact same headline with different countries slotted in.
Now, I am not giving a yay or nay on whether this is true because data can and is cherry-picked to tell whatever story is supposed to be told, and when this happens, we become so convinced that we don’t even know what questions to ask to challenge it. We never know what we don’t know and if I’ve learned anything in recent years, I will never underestimate the power combo of fear mixed with propaganda. When we’re told something enough times we tend to believe it. We begin to believe it was our own original thought and believe it just like every thought that pops into our mind.
This list of heatwaves is interesting to note because we know a couple of massive heat waves in a few places on the planet in any given year, when averaged out across the whole planet, can impact total average temperature, however, is that an accurate way to measure of change? Another question I have yet to find a reliable answer for.
The Forest Fire Problem
Here’s another one. We’re told to be terrified about the increasing amount of forest fires. In 2023 there seemed to be record fires that were cited as (simultaneously, in many different areas) caused by dry lightning. In Toronto, where I live, the city was engulfed in smoke for days, and up north nearly the entire summer. People were evacuated from homes across Canada due to the fires. To be clear, questioning the cause is in no way diminishing the very real damage and suffering caused by them.
It is, however, necessary to note that many were later (quietly) proven to be arson (in Alberta, Quebec, and Nova Scotia), not climate change. (Curiously, the ‘fact checkers’ were quick to debunk the actual trial outcomes saying people may have been at fault for starting them, but climate change was why they spread). Again, I’ll mention this report by Simon Frasier University that presents evidence that forest fires have actually been on the decline since 1995.
As humans, we want to be right always, and so we have a tendency to follow an ideology that aligns with most of our values and then seek out the news media, experts, and friends who continue to affirm what is now our own bias. Confirmation bias sets in and you will be served information, by the very nature of the internet, that continues to support what you already believe. We will look in the direction we’re being told that keeps us as comfortable as possible. It might be useful to note here that as the world seems to be racing towards the beast of AI, no one is talking about the massive carbon footprints generated by Data centres and AI.
ChatGPT And The Energy Grid
A quick sidebar for you:
Should we not worry about this because maybe a tree was planted, or they’re donating to some new tech start-up that is inventing the technology to remove billions of tons of CO2 from the atmosphere using things like limestone or some other fancy conversion or storage systems? I thought trees and biodiversity do this.
Some More Human-Made Problems
There are many things that are undoubtedly human-made problems that have a negative or unknown impact on the state of health of our planet including:
Clear-cutting of old-growth forests which impacts rain patterns/drought and the natural carbon sequestering of trees themselves
The decimation of quality topsoil by chemical-laden mono-crop big agriculture farming, which makes crops weaker and more susceptible to pests thereby requiring more and more chemicals
The Great Pacific Plastic Patch, a mass of plastic debris floating in the North Pacific estimated to be the size of Texas,
Out-of-control forest fire set off by arson (Is it possible that the ongoing clearing of forests in BC is actually what is inviting an increase in fires? Yes, yes it is.)
The amount of garbage from our online shopping habits, disposable face masks and plexiglass partitions, trendy brand name drinking cups, and on it goes
Food packaging used for our obsession with ordering in meals (Just because we’re told a packaging is ‘biodegradable’, doesn’t mean it actually is. It all depends on where it lands after we dispose of it. ‘Biodegradable’ in theory doesn’t actually mean it will naturally decompose in the landfill.)
The ongoing need to upgrade our tech, plus the built-in obsolescence by the makers (E-waste in Canada has tripled in the last 20 years. They’re trying to work out a better recycling system but again, none of this is actually going away).
Our obsessive consumerism culture where we’re now buying more than ever because every store in the world is in the palm of our hand (In the US alone, 24.4% of online clothing purchases are returned and half of that ends up in the landfill and 54% of the global fiber market comprised from virgin fossil-based materials like polyester. More fun facts here)
Cloud seeding / weather modification remains something that is flagged as conspiracy when discussed but is also very really with massive unknown impacts (more below)
See, to me these seem like really big things that need addressing, that would have vast global impact but of course, would deeply impact industry. We can not solve any of this by taxing our way through it but this seems to be the way.
A Note On Cloud Seeding and Weather Modification
First, if this is new to you, I am sorry. You will never look at the sky the same way. In the image above, is this regular air traffic or is this what weather modification looks like? Do you have photos from your childhood in the 60’s, 70’s or 80’s? Does the sky look like this in any of them? (Serious question, please send to me if they do!)
That photo above with a nearly clear blue sky aside from the jet streams was taken at 12:20pm in Palm Springs California on March 10th, 2024. The following photo was taken on the same day, 50 minutes later.
I am not looking to be conspiratorial but it does raise questions, as does the massive abundance of articles on the ‘chem trail’ conspiracy.
What isn’t a conspiracy theory, however, is that there are actual weather modification acts published on government websites, with the stated intention of curbing drought/extreme weather events through cloud seeding (you can search ‘cloud seeding’ with your province/state or country to see details).
From Wikipedia (which I do not deem as a reliable source on it’s own, but sharing to demonstrate how widely acknowledged this actually is).
When you dig deeper into this, you might just stumble across data that says there is a 0% margin of error. The spraying of the skies to modify weather isn’t new. It’s been going on for at least 70 years in some places. That doesn’t make it a safe and harmless practice.
What about Geoengineering?
In recent years, Bill Gates, a former computer programmer and billionaire with no actual environmental or health training, popularized the idea of ‘Solar Engineering’ or ‘Geoengineering’ which is spraying a dust into the sky to ‘shade the sun’ with the theory that this will help cool the planet.
The Scientific American article states “The experiment, which organizers didn’t widely announce to avoid public backlash, marks the acceleration of a contentious field of research known as solar radiation modification.”
When it comes to the variety of mineral cocktails being sprayed in the sky we might wonder if the impact is acute based on a single day of spraying? Or maybe there is a cumulative impact? Is there coordination between states or countries since ultimately we all share the same sun and sky? Do we know of the long-term safety for humans and/or the planet (our soil, water, wildlife, food supply etc.) of this? Again, just a few questions to get started on.
Very recently there was a story about massive flooding in Dubai where Bloomberg reported it the result of cloud seeding and just about every news outlet followed with copy/pasted headlines saying it’s not cloud seeding, it’s climate change.
Was it natural? Or was it bad and dangerous permissible weather modification? What are the implications of humans being able to acutely and dramatically change the weather like that?
What I can tell you is that in the midst of working on this, Tennessee passed a motion banning weather modification. Now, how this story was covered was really interesting as it falls in line with how every single story is covered that doesn’t follow a set narrative. It’s made a mockery of by trying to connect it with the ludicrous. Because what would happen if this legislation were reported seriously? Other places might also demand their skies not be sprayed to alter the weather.
Why Have I Taken You Down These Rabbit Holes?
No, it’s not because I want to ruffle more feathers and be seen as even kookier than I already am.
I share all of this here because it is a perfect example of the massive ways in which humans are in fact changing the climate, and not in the ways we’re being told, or more specifically the way you and I are being blamed as the culprits as we go about our everyday lives.
For the sake of what comes next, let’s assume the climate is changing, the next question is this: Are we measuring the right metrics, and what results we should expect?
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Measuring Carbon: Is this An Accurate Metric of Responsible Climate Care?
Carbon is an element on the periodic table. It is an element naturally occurring in nature, and as a part of nature, it is also found in humans. We know that we take in oxygen, exhale carbon dioxide, and trees and green things on land and in oceans take up carbon dioxide in our environment and convert it back to oxygen so we can take another breath.
Yes, transportation, farming, manufacturing, cows farting (as the media likes to highlight), and most human activities of industry and day-to-day living (ie. breathing) will add carbon to the atmosphere. Dying would also make a hefty contribution since the human body is 18-20% carbon in dry weight.
But, and this is a big but, what does ‘offsetting’ this carbon actually do? What does ‘carbon neutral’ actually mean?
The theory goes that we can achieve a balance between the amount of carbon dioxide emissions released into the atmosphere and the amount removed or offset. But is this similar to a ‘calories in calories out’ theory to weight loss. Is all carbon created equally? Is all offset/reduced/or removed equally?
Does putting money into wind turbines in exchange for buying a 100% recycled polyester sweatshirt, originally derived from fossil fuels, making it a ‘carbon neutral’ purchase, really impact the overall health of our planet?Is this actually resolving what is being called a climate emergency?
Does having a company contribute to tech companies that are building reservoirs deep underground to sequester our excessive carbon outputs change the fact that the big thing we just bought will eventually be in a landfill somewhere until the end of time?
Is the banning of plastic bags at most stores even making a blip when 95% of what’s in that store is made of or packaged in plastic?
Are We Looking At This (And Measuring It) All Wrong?
As with just about all climate headlines about ‘zero carbon’, the researchers focussed their research on parameters that served their message.
They did not take into account the carbon footprint of the production or residue of pesticides and fertilizers, the footprint of the machinery needed to tend the fields, the water needs, the impact of chemical runoff into waterways, the loss of biodiversity such as hedgerows that support local wildlife, and companion or rotational planting that serve the natural ecosystem and wildlife, the impact on topsoil, or, of course, on the health of the growers and surrounding communities. The list can go on.
We’re being told a ‘plant-based’ diet will save our planet. I wrote a book once upon a time supporting a ‘plant-based diet’ which I defined as rich in unprocessed plant-foods, you know, like broccoli and salad and topping it off with the protein that made sense for you. It certainly wasn’t asking that you drink potato milk and eat pea burgers. I have long said that health is about so much more than what is on your plate. Well, the carbon footprint of your meal is also more complex.
That bottom left photo is courtesy of Zandbergen, a manufacturing facility that makes Beyond Meat Burgers. Getting into this debate is beyond the scope of what I can cover here but Global Food Justice Alliance is the source to start with and of course know that if it takes more ‘calories’ worth of fossil fuels to get your food to you (think products from olives, coconut, and avocado), than you get consuming it then that is worth giving some thought to.
Electric Cars: The Cart Before The Horse or the Car Before The Battery
The same can be said about electric cars. The actual act of driving an electric car could register as more environmentally friendly than a gas guzzler – meaning there isn’t the exhaust fume from gasoline. But what is the total carbon impact from mining the lithium for the batteries (we’ll leave the working conditions of the miners out of this conversation), the manufacturing of all the electrical parts, and what I suspect will be the next big issues, upgrading the electrical grids, what to do with all the tech once it fails, and of course how all these batteries will be disposed of. What is the actual longevity of these cars. The reality is that this remains unknown.
The cart has most certainly been put before the horse here as much of the claims come down to how the car is being charged which relies on the power sources of the place in which the car is being charged. Further, the batteries weren’t built with their after life in mind so currently, what happens to these batteries remains a larger unknown. Much of the claims on their efficiency is still pending on advancements on technology to extend the life of batteries and other tech within the car as well as how these elements can be re-used, repurposed or break down in a sustainable ways.
Much like biodegradable drinking cups, the energy efficiency of these cars depends largely on it’s full life cylce and that is impacted by how and where exactly the car is operating.
To suggest that driving less overall may be the better solution and to walk, bike, and use public transit more, might make you sound like a ‘left-wing radical’. It is also a fact. But of course, this only makes sense if you live in a well-designed urban environment, the appropriate climate, and have a job where this can work.
Most studies and brands and politicians touting carbon-neutral policies, practices, and taxes are determining when the carbon counter starts and stops, and often looking at them as isolated case studies not actual real life human use (or human experiment. There are theories and then there are long range holistic views of human life which is vastly complex. These policies are not about protecting the people but about investment growth, industry, and control.
When we achieve ‘carbon zero’ or ‘carbon neutral’ status, what then?
This is what I ultimately want to know.
To even think about about any of this on a day-to-day basis is it’s own luxury reserved for those of us who have solid roofs over our heads and food in our fridges. This is, by no means the priority for those just trying to survive, though this bit is hardly discussed as billions are poured into the cause.
So yes, I think it’s fair and very important to ask what we expect all of this to solve when we live in a time when more and more people are barely getting by.
The reality as we look around today is that as a global human population, we are not thriving.
In addition, cancer rates are increasing for a number of reasons, and the people suffering from both cancer and other chronic degenerative diseases are becoming younger and greater in number every year.
Further, the dramatic increase in rates of neurological conditions in children, chronic inflammatory, autoimmune, metabolic disorders, and hormonal issues (ie. fertility issues, testosterone, and sperm count decline) are blowing up.
Could any of this have anything to do with the state of the physical environment in which we live?The fact that even with all these ‘climate change’ policies rolling in, we as a species are becoming sicker and sicker.
More plastic is being manufactured than ever before and where is most plastic derived from? Fossil fuels. We’re consuming on average, one credit card’s worth of plastic on a weekly basis. Microplastics shed from our plastic clothing, it’s in our air, our beds, our kids’ stuffies, and in our pharmaceutical-drug-infused tap water.
If this were really a carbon issue, then why isn’t there an immediate halt on private aircrafts, an end to energy rich data mining, storage and AI, limits on the operation of cruise ships and monstrous resort hotels, a ban on fossil-fuel derived materials (ie. polyester and acrylic) in our clothing and a requirement for all beverage and other food companies to stop packaging in single-use plastic? Can we ban plastic turf in place of grass or ground cover in residential yards?
Where is the education and incentives around regenerative farming, front/backyard growing, basic exercise and self-care. Where are the government funded disease prevention programs? And for the love of fresh oxygen, why is the clearing of old growth forests for export still happening?
We saw the dramatic and immediate changes put in place globally in March 2020. We know what can be done, and done quickly, when interests lie with those in power.
As trees continue to be cut down to be made into wood chips and shipped overseas (at a rate that has doubled since 2014), most of the measures being taken look an awful lot like a guilt-trip-infused cash grab of more taxes, population-control and the threat of ‘climate lockdowns’. What will happen if we don’t start cutting down on the meat we’re eating from our local farmers and switch over to soy or pea ‘plant-based’ burgers derived from subsidized chemically-drenched-mono-crops and sent to factories for processing, packaged in plastic, and shipped to the local supermarket to sit in freezers?
What does a ‘carbon neutral’ world look like?
Will we all be happy, healthy, and thriving? Will disease rates go down? Will wildlife and biodiversity increase? Will we have improved quality topsoil, and as such more affordable and nutrient-rich fresh food available for all? Will farmers growing without big ag/big chemical infusions be supported? Will there no longer be anyone experiencing homelessness? No one going hungry? Will street drug and pharmaceutical use decrease while mental health increases? Will we gain greater strength in communities and a deeper appreciation for the nature that surrounds us? Will we become better able to self-govern harmoniously and have less imposed upon us by the top down?
Will our climate temperatures stop fluctuating year-to-year or is this just what nature does when we let it be?
If any of these are right… If even one or two are what we can expect, count me in!
I am just not convinced the measures being taken, or what’s actually being measured, are bringing us to any sort of root cause solution to improve the metrics that inherently make living on this planet a unifying, loving, well, and joyful experience where we all thrive in harmony with the world around us and each other.
Instead of Counting Carbon Start Taking Care Of What’s Around Us
Imagine for a moment, if instead of pouring billions into carbon-sequestering technology, the government simply stopped permitting the clearing of our forests, and offered incentives to tend our farmland and forests in ways that are self-sustaining, and naturally carbon-sequestering. I mean, isn’t that how nature is meant to work? We take care of it, and then it takes care of us, and then some? And when we are taken care of, and our core needs met, we are better suited to take care of each other.
Government-imposed climate change measures, funded by big tech, are for the most part avenues to greenwash industry, and may encourage the appearance of accountability, but of course, continue to grow in profitability.
The huge majority of climate change measures rely on technological solutions, policy interventions, and economic incentives to ‘reduce emissions’ and promote renewable energy. These are top-down initiatives and policies that may or may not have an impact over the 10-40 year projections.
My concern is that ‘Climate Change’ is becoming a big business much like cancer. When there is enough fear, and enough money involved, and a lot of centralized power, it becomes detrimental to all involved to actually resolve it. Why find the cure when the sickness is so profitable?
The parasite doesn’t want to kill the host, just weaken it enough so it can continue to thrive.
True Ecological Care Emphasizes a More Comprehensive Approach.
If this is going to be sustainable and not require billion-dollar line items on each annual budget, we need an approach that integrates ecological, social, and economic considerations that are practical and applicable day-to-day. This requires a cultural shift, a sense of not just personal responsibility but true care and understanding of how we are interconnected with what surrounds us. This is about prioritizing conservation, restoration, regenerative practices, and community engagement to achieve sustainable outcomes.
We don’t need more technology and external progress. It’s the internal progress that’s lacking where we focus on nurturing the world we actually want to live in, one that we take great joy and respect in caring for, and in turn, we are cared for by it. It’s called an ecosystem. Everything affects everything else.
Can we learn to tune back into our essential selves instead of trying to shop away the discomfort? Nature brings us back. The answer is so simple: Do more of what helps us to remember and less of what causes us to forget.
Easy as can be, right? If only.
True ecological care changes the parameters around the decisions we make and how we interact with the world around us. We need to care if we are to thrive and we have to own this. It’s not a political stance, it’s a human stance.
Healthy Humans Cannot Thrive In An Unhealthy Environment
The human body is not designed to live forever. There is a natural process of aging, the beauty of the life cycle. However, this does not mean that this life cycle should be riddled with stress, and disease and mental/spiritual dislocation– feeling unmoored, and lost to anxieties outside our control. This is, however, the reality for us as we live in polluted environments, while eating and consuming things that are synthetic and ultimately impact the natural expression of the cells that make up life.
Being taxed out the hoo-haw in the name of the climate, or using our financial privilege to ‘offset’ our extravagances, while spending time arguing about what is or isn’t real when it comes to climate change does not alter the fact that as a human species, as a collective, we are not thriving. Our environment is not thriving.
There is no greater harm to the planet than a human being out of balance. We are witnessing how this unfolds in real-time.
Look To The Trees
What if we focus on the trees? If you renovate your home in the city, you have to put this massive partition around the trees on your property. You cannot cut it down. If by some reason a tree needs to be removed, there are fines that have to be paid and a commitment to plant more trees.
Imagine if every tree in our forest required this level of protection?
Caring for trees is a profound expression of our connection to the earth and all living beings. Indigenous wisdom teaches us invaluable lessons about our role as stewards of this land, where trees are not mere objects to be turned into cheap particle board shelving units, but sacred beings, akin to ancestors, with a vital role in sustaining a healthy and joyful life. This understanding leads to a sense of stewardship, where we see ourselves as caretakers of the land.
When we put ecological care at the forefront, there’s a beautiful recognition of the interconnectedness of all life forms. Trees are integral parts of this web of life, and any harm to them reverberates throughout the ecosystem.
This has absolutely nothing to do with political party alignments, following the science, belief in climate theories, taxing people for heating their homes, patriotism, or whether you bring your own totes to the grocery store.
The focus, if one truly does care, is wildly simple: connect back in with the rhythms of nature.
We need to prioritize the health of humans from the root cause, not create more and more red tape to access natural health products. We must protect the trees, the rivers, and the oceans as if our lives depended on them — because ultimately they do. We must care for our earth in ways that are real and tangible, not hand it all over, along with our freedom, to top-down governance.
Most of all, we can not allow ourselves to be swept up in policies and ideologies that make no sense. Don’t ever fear the questions that rise in your heart that might just dismantle a previous belief or alignment.
I do believe our planet: our land, oceans, lakes and rivers, wildlife and humans are at a crisis point– but not in the ways in which we’re being told. The solutions are ridiculously simple but require enough of us to live as we intend to continue for generations to come. Everything we need to move forward in a healthy way already exists. The wisdom has been here long before any of us. It is imperative that we start to listen.
One Last Thing: The Seventh Fire Prophecy and Lighting The Eighth Fire
Photo by: Photo by Vipushan Ravi
The mural pictured here is in my Toronto neighbourhood of Roncesvalles. Indigenous artist Philip Cote was the lead artist with Jim Bravo, and the painting tells the story of the first people who walked the lands in what is now North America. The mural is entitled The Original People Leading to the Eighth Fire.
The mural was completed over the summer of 2018 when my son was one. We would go for walks every day and spend time watching the artists work on the painting.
I had the opportunity to speak to one of the artists and asked about the story that was depicted. The story has stayed with me, and especially since the darkest days of 2020 and 2021 as the veil was lifting for so many as much darkness was becoming known.
The Seven Fires Prophecy, rooted in Indigenous beliefs, foretells a series of stages that ultimately lead to a golden age of peace. In more recent times, there came to be talk of an Eighth Fire, where Indigenous and Western knowledge unite, sparking a new era. The Seventh Prophet, described as young and visionary, predicted a time when new generations would seek guidance from Elders. The prophecy warns of a pivotal choice for us all between a path of wisdom and one of destruction, determining whether the Eighth Fire brings harmony or suffering.
As Cote writes, “In the prophecy, the people decide to take neither road, but instead to turn back, to remember and reclaim the wisdom of those who came before them. If they choose the right road, then the Seventh Fire will light the Eighth and final Fire, an eternal fire of peace, love brotherhood and sisterhood.”
It is my hope that we will all wake up in time to choose this path, to listen, to learn, to cherish and return to the earth in the ways that are available to us.
In the meantime, I will continue using my cotton tote bags while also asking big questions, supporting local mindful businesses, and farmers, and doing my very best to keep learning, and living what I learn. Despite living in a big city, there are ways to live in harmony with nature, as is continuing to learn about traditional medicine and plants native to these lands. Of course, we are all victims of our own hypocrisy and are blind to our own blind spots, myself included, but hopefully more kind, considerate and open conversations will invite us all to keep asking questions and seeking answers that deeply resonate as true to we can heal the divide and remember that we are all connected.
All photos within the post, unless otherwise indicated were taken by Meghan Telpner.
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The Energy Department announced an initiative to help build the nascent market for removing carbon dioxide already in the atmosphere, awarding up to $1.2 billion for two consortiums to build commercial-scale direct air capture hubs. What do you think?
“Refreshing to see the government and corporate America unite in greenwashing.”
Cyrus Hammoudi, Web Architect
Report: Your Friends Do Impressions Of You Behind Your Back
“Let’s just hope they don’t accidentally turn the oxygen-removal button on.”
Sheri Lopez, Massotherapist
“I don’t know why this is such a big deal when I planted a tree last year.”
Not long ago, the world’s biggest companies were making splashy promises to tackle climate change. Even those in the business of selling fossil fuels — like BP and Shell — were vowing to slash their emissions. Amazon named an iconic Seattle sports center “Climate Pledge Arena” so neither hockey nor basketball fans could ignore the company’s promise to zero out its emissions by 2040.
But the past year has brought a change of pace, with BP, Amazon, and other companies scaling back some of their targets. Amid this shift, another trend has emerged: Some companies are choosing not to publicize their climate goals, a strategy called “greenhushing.”
“It is really, for us, highly concerning,” said Nadia Kähkönen, global director of communications at South Pole, a Switzerland-based climate consultancy and carbon offset developer. “Now is not the time to stay tight-lipped on how we’re progressing.”
What is ‘greenhushing?’
The word is a play on “greenwashing,” a well-established marketing tactic in which companies overstate their environmental credentials. In a way, one has led to the other. Governments are cracking down on greenwashing, and the list of lawsuits over deceptive environmental marketing is growing. It’s not surprising that some companies are reacting to this new landscape with silence, rather than risking a costly court case. But keeping quiet makes it hard to scrutinize what companies are doing, and also makes it more difficult for them to learn from one another’s mistakes.
Some people anticipated that pouncing on greenwashing would result in companies hiding their good environmental practices. Before “greenhushing,” there was “greenmuting,” coined by a former McDonald’s executive in 2007. “I agree there are dangers associated with environmental marketing, but I actually think many companies are reluctant to talk about their environmental efforts because they are concerned they will only be met with criticism,” wrote Bob Langert, then the vice president of sustainability at McDonald’s, in a blog post in response to a report critiquing the “sins” of greenwashing. Langert argued that this “greenmuting” could impede environmental progress by stifling public discourse.
Fifteen years later, Langert’s concern appears justified. Nearly a quarter of large companies from around the globe have decided not to publicize their milestones on climate action, according to a report from South Pole last fall. Of course, as the subject was “greenhushing,” the data was collected anonymously — South Pole conducted interviews with sustainability experts at companies in 15 different sectors, including information technology, finance, and health care. That report popularized the term “greenhushing,” which has recently made the rounds at prominent news outlets including the New York Times and the Washington Post. “We definitely brought it into the mainstream,” Kähkönen said.
An ‘avalanche’ of corporate commitments
The silence isn’t the result of fewer companies making climate goals. In fact, according to Kähkönen, there was an “avalanche” of corporate commitments last year, along with budget increases for sustainability initiatives as companies realized that reaching net-zero emissions was going to be harder than they thought.
More and more countries are crafting regulations aimed at countering greenwashing. Companies based in France, one of the few countries that already has an explicit regulation that limits greenwashing, were among the least likely to publicize their climate goals, South Pole found. “Companies may be unsure about how to comply with this legislation and are afraid of being sued: they, therefore, give up talking about their targets altogether,” the report says.
In the United States, the Federal Trade Commission has begun the process of updating the “Green Guides,” the rules that govern environmental marketing. Clarifying those guidelines could make for stronger legal cases against companies that violate them, but lawyers aren’t waiting around for the FTC. In March, a class-action lawsuit in California alleged that Delta Air Lines had misrepresented itself to customers by claiming to be carbon-neutral in advertisements, when in reality it relied on imperfect carbon offsets.
That same month, the European Union released a detailed set of rules, called the Green Claims Directive, aimed at reining in false advertising around sustainability. Since each E.U. member state can meet those requirements in their own way, it’s creating an atmosphere of uncertainty for companies, said Austin Whitman, the CEO of Climate Neutral, a nonprofit that evaluates and certifies climate pledges.
“We really, really, really need a lot more disclosure of all the environmental actions that companies are taking, and we need it to be disclosed regularly and transparently, and we need it to be disclosed quantitatively,” Whitman said. “And companies need to feel like they’re able to disclose in a way that is not going to backfire.” He called for the U.S. Securities and Exchange Commission to speed up the development of a framework that would force companies to disclose emissions data in a standardized way.
Yet another factor at play could be the result of Republican backlash against “woke investing.” Investment giants like BlackRock and Vanguard have scrubbed references to their climate goals on their websites over the last year, according to a recent report from the Washington Post. But Whitman sees the drama over environmentally-friendly investing as mostly separate from corporate sustainability. “I don’t see it as affecting consumer brands as directly as it does asset managers,” he said.
Whatever the reasons for greenhushing, it’s not all bad news. The companies that were blasting everyone with misleading information about their climate progress finally have a reason to stop, Whitman said. “They should be worried about litigation, regulation, and consumer pressure, and they should shut up about it.”
Grist is a nonprofit, independent media organization dedicated to telling stories of climate solutions and a just future. Learn more at Grist.org
Another day, another fashion lawsuit: Christian Louboutin is coming for Amazon, Adidas is taking Thom Browne to court. And now, fast-fashion giant Zara is suing a small Los Angeles-based brand for “serial” copyright violations. Yes, you read that right: Zara is the one suing another entity this time around.
The Fashion Law reports that, in a lawsuit filed in a New York federal court on Jan. 4, Zara alleges that Thilikó and owner Queenie Williams built a business by reselling Zara garments at high mark-ups, removing and replacing Zara tags with Thilikó’s own. Zara and its parent company Inditex also claim that up to 32 images have been infringed upon by the LA brand, which touts inspiration from “Scandinavian simplicity and French elegance.”
Thilikó’s website is replete with minimalist pieces that promise high material quality and sustainability, plus carry higher prices: A mohair jacket costs about $1,300, while a tank dress comes in just under $500; meanwhile, a Zara coat tends to cost around $130, a comparable tank dress $50.
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Part of Zara’s complaint alleges that Thilikó rebranded Zara items as its own with “exorbitant mark-ups,” and that is falsely positioning itself “as an independent fashion brand and the creator and craftsman-like maker of the fashion designs in its collections.” (The latter claim feeds into arguments around the dizzying level of greenwashing pervasive in the industry today: Is it possible for smaller retailers to masquerade as sustainable while copying fast-fashion’s biggest players?)
Zara and Inditex are seeking “substantial monetary damages, as well as irreparable and unquantifiable harm to Zara’s reputation and goodwill,” per The Fashion Law. Williams has yet to release comment or a statement on the case.
In the beginning, there was greenwashing, and it was bad.
Companies made bold claims about being environmentally conscious for marketing purposes, but they weren’t making any serious sustainability efforts.
But some experts say greenwashing has given way to another disturbing corporate sustainability trend — greenhushing.
What is greenhushing?
Greenhushing is when a company doesn’t publicize its environmental accomplishments. Unlike greenwashing, in which companies exaggerate their sustainable policies, greenhushers are hush-hush about sustainability policies even existing.
A 2022 report by climate consultancy South Pole found that of the 1200 private companies they surveyed that are considered global climate leaders, nearly a quarter did not publicize their eco achievements and milestones.
Most analysts agree greenhushing is happening more often than ever before. But there is some debate over why.
Nicola Stopps, CEO of consultancy company Simply Sustainable, believes it is due to fear of bad press.
“Because of social media and the speed of news, these days [a company’s] reputation can be impacted dramatically very quickly,” Stopps told Raconteur. “The public and stakeholders are definitely becoming more educated and aware and savvy… companies need to take this a lot more seriously.”
In recent years, companies such as McDonald’s and Volkswagen were raked over the coals by the media for greenwashing their sustainable policies. These companies would rather remain silent about the environment than incur the wrath of environmental watchdogs, Stopps says.
Renat Heuberger, the CEO of South Pole, agrees, but in South Pole’s annual report, he asks: “Could the…growing threat of lawsuits be deterring companies who are voluntarily setting targets from being more open?”
South Pole’s report points to other possible motivations for greenhushing, including that companies are unsure they have what it takes to meet their goals so they don’t want to talk about them or that companies lack the technical skills and confidence to talk about complex climate efforts.
If there is any silver lining for corporate sustainability in 2023, it’s that most companies have net-zero policies. According to the South Pole survey, 72% of all respondents said they had set a science-based-target (SBT) towards corporate sustainability, climate, or greenhouse gas (GHG) emissions reduction.
“Long gone are the days when announcing a corporate net zero emissions target was exceptional. Today it is expected,”
wrote Heuberger.
In 2023, you can also expect that many companies won’t publicly discuss their SBT.