The Global Greenwashing Report #7
- John Pabon
- Oct 16
- 5 min read
Welcome to this edition of The Global Greenwashing Report. Each week I'll bring you the latest news, views, and trends in the world of greenwashing.
This Week’s Greenwashing Big Three
1. Greenscammers Gonna Scam
80% of anti-trans groups in the US receive funding from fossil fuel companies or associated billionaires, according to research by Heated and Atmos.
Shell donated to Alliance Defending Freedom, a group behind bathroom bills and anti-trans sports legislation. Phil Anschutz (fossil fuel billionaire and owner of the entertainment group that puts on Coachella) is directly tied to at least nine anti-trans entities. The Koch brothers and fracking tycoons Dan and Farris Wilks? All connected to organizations pushing anti-trans policies.
Why would fossil fuel interests fund culture wars?
Researchers point to a strategic playbook: distract the public from climate risks, maintain cultural status quo, and build political bases around divisive social issues. When people are fighting over bathrooms and pronouns, they're not organising against oil pipelines and carbon emissions.
The cost is devastating. Trans communities, who are already among the most vulnerable to climate impacts, face a double crisis: climate disasters AND legislation that criminalises their existence, restricts healthcare, and pushes them to society's margins.
As one researcher put it: "If you want climate action, you're going to have to fight back" against ALL forms of division.
This isn't about politics. It's about recognising that environmental justice and human rights are inseparable. The same money funding climate denial is funding attacks on marginalised communities.
Maybe it's time we stop treating these as separate issues.
2. Misinformation on Notice
Regulators around the world are being asked to review, or bar, potential major cases of greenwashing.
In Australia, Advocacy group Climate Integrity has asked the competition regulator to investigate claims made by the peak lobby group for gas and oil. They put forward data from the Australian Energy Producers, supported by modelling by EY, grossly distorts the reality of net-zero pathways for gas.
Over in the UK, The Advertising Standards Authority has banned Red Tractor’s TV ad for misleading environmental claims. According to the Anti-Greenwash Charter, "...the watchdog said the ad exaggerated the scheme’s green benefits and couldn’t prove them. Red Tractor certifies 45,000 UK farms. Its logo appears across supermarket shelves as a sign that food is 'farmed with care'. But when questioned, the organisation admitted it doesn’t actually check if farms follow environmental law."
German authorities ruled against Deichmann, one of Europe’s largest shoe retailers. After advertising over 1,000 products as sustainable, the court found the company couldn't substantiate the claims. In fact, the organisation that originally brought the claim was able to "...demonstrate that the advertised shoes offer no environmental benefits compared to competing products."
Even the United States is joining the fray. The Attorney General for West Virginia is leading a 15-state investigation into greenwashing by big tech firms. Key to this will be whether the companies can substantiate their reliance on carbon credits to claim renewable energy prowess.
3. Greenwashing Tourism
Nearly 60% of consumers believe travel brands are greenwashing. I mean, why wouldn’t they?
In January, VietJet Air’s “Green Friday” promotion was banned by Singapore’s ad standards body for greenwashing. The ad was marketed as a way for travellers to “contribute to a greener future” by flying more (with VietJet, of course).
The Netherlands saw the national carrier, KLM Royal Dutch Airlines, in court for advertising greenwashing last year. In a landmark case, the court ruled the airline had given an “overly rosy picture” and “mistaken impression” flying could be sustainable.
Just this week, 5.7 million Qantas customers (including yours truly) had their personal information leaked. It’s a continued fall from grace for the national carrier that is now the fifth most distrusted brand in Australia.
And that’s just aviation. Last month, The UK Advertising Standards Authority found four major cruise lines had all made exaggerated environmental claims, ordering them to cease their campaigns. Luxury hotels are promoting greener experiences without much to substantiate better practices. Where do we even start with independent operators encouraging over-tourism?
While consumers may be cautious, they’re also adamant for change. That same THG Ingenuity survey found 84% of global travellers felt sustainability was important to them.
During my keynote at last year’s Cannes in Cairns, I talked about the travel industry's image problem and how to rebuild public trust. There’s a lot of amazing, positive things happening in the industry. We need to be amplifying these successes, instead of letting the bad apples continue to spoil everything.
Your Weekend Reading
Eco-Business. "‘Greenrinsing’: Firms Setting and Dropping Net-Zero Targets to Create Revolving Door for Finance, Says UN Official."
The Interpreter. "Sustainability Matters When Economic Shocks Hit."
ABC News. “Tasmania's Tree Fern Trade Accused of 'Greenwashing' Over Native Forest Logging Links, But Others Say It Is Sustainable”
The Cool Down. "New Report Reveals How Major Corporations Are Misleading Public: 'Now Under Growing Scrutiny.'"
Modern Diplomacy. "Hydrogen in Western Sahara: Greenwashing the Occupation, Fuelling Injustice."
Your Motivational Minute
Sustainability folks: are you taking care of you?
Let’s be frank. A lot of us have a martyr problem. Somewhere along the way, we’ve conflated suffering with virtue, exhaustion with commitment, and personal sacrifice with professional effectiveness. Of course, we don’t have a monopoly on this sort of thinking. It’s pervasive across the business world. But when the stakes of our work are so high, we don’t have the luxury of being so counterproductive.
The most effective sustainability leaders I know operate more like endurance athletes than sprint runners. Even though we are often asked to sprint a marathon, you can still do so without exhausting yourself. This requires an individual who knows how to pace themselves, set aside time for recovery, and keep the big picture in mind. Remember that our work is measured not in quarters but in decades. You must learn to structure your work, and life, accordingly.
🧠 Psychologically, we have to find ways to overcome doomism, naysayers, and the constant pressure of feeling like we’re not doing enough.
💪 Physically, we’ve got to spend more time taking care of our fitness and watching what we eat.
🎉 Externally, we need to develop strong support systems, build competencies to make our jobs easier, and celebrate the wins when they come.
What are your favourite ways to take care of you? Drop them in the comments! You never know how this might help someone.
There's just three short months to go until Australia's mandatory climate reporting begins. Is your organisation ready to prove every sustainability claim you've made? I help companies build the systems infrastructure that turns compliance obligations into competitive advantages. Visit johnpabon.com to discover how authentic capability development can help your organisation capitalise on the new regulatory environment.
Value in these insights? Share with your board and leadership team. The organisations that prepare systemically, not just procedurally, today will be the ones leading their sectors tomorrow.
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