March 10, 2023

Greenwishing are well-intended efforts to tackle sustainability challenges, which may not make enough of a difference or encourage superficial changes when more structural ones are required. This can make consumers and companies think they are doing their bit or making a significant difference to sustainability challenges, when they aren’t. Examples could include, for example, buying an electric vehicle when the grid electricity used to power the car comes from coal-fired power stations or buying soy milk for environmental reasons when the soya is sourced from suppliers causing deforestation in the Amazon.

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