The Time to Act Was Yesterday

How Business Can Pick Up the Fight on Climate Commitments

by DR. PARDIS SHAFAFI

_{WINTER 2025 |}_{OTHER FEATURES}

The Time to Act Was Yesterday

It’s Time for Business to Pick Up the Fight on Climate Commitments

by DR. PARDIS SHAFAFI | Global Responsible Business Lead, Designit

Since the groundswell of the “Green Movement” in 2019, the European Union's climate initiatives have experienced significant setbacks. Despite initial momentum, many EU member states are now pushing to dilute key policies aimed at tackling the climate emergency, while the rise of green-skeptic parties in recent elections across the continent has further threatened progress.

As governmental actions waver, it’s increasingly clear that businesses are the ones that can turn the tide. (No small irony, given that it was many of them that caused these challenges in the first place.)

The question is though—what will it take to have businesses finally take responsibility?

The New Era of ‘Green Hushing’

The issue with relying on corporations to fight the good fight is that many are more interested in fighting the climate regulations that are being imposed on them already. In fact, one could argue that there are no effective incentives for them to change within a “growth at all costs” model.

And the ones that are trying to make positive change are engaging in a cultural shift known as “green hushing.”

Where greenwashing involves overinflating environmental claims, “green hushing” is its inverse: businesses, wary of being accused of insincerity, choose to stay silent about any actually genuine or well-intentioned efforts. This retreat into silence is driven by fear of backlash, leading companies to scale back communication on these sustainability initiatives.

However, this reluctance to communicate is counterproductive—not just for individual businesses but for the broader market. Silence means missed opportunities for collaboration, learning, and demonstrating progress to drive a positive change in business culture.

Instead of retreating, businesses have the opportunity to reshape their relationship with transparency and accountability, placing principles like “Do No Harm” at the center of product development and corporate strategy. All of which contribute towards a transformed global strategy that rethinks current and unsustainable growth mindsets.

Being quiet about sustainability due to a fear of backlash means that the business discourse of the “pre-climate change movement” era dominates, making it harder for those genuinely interested in transforming the production, consumption, and waste value chain into something substantial, change which benefits the planet and in turn, us.

A Change of Business Mindset

When setting environmental standards, governments have historically resorted to the regulatory approach of “stick” rather than “carrot.” However, these penalties (often in the form of fines) may seem large in absolute terms, but relative to the worth of the organizations that are paying for them, they may amount to little more than a slap on the wrist, which brings to question how effective they may be as a deterrent. Large corporations have proven adept at knowing where regulatory loopholes are and are more than willing

to pay the (often reduced) fine rather than make meaningful change.

Coupled with this is the arms-race mentality that pervades the market. Businesses are often hesitant to adopt greener practices out of fear that competitors will not follow suit, leaving them at a disadvantage. This dynamic mirrors international politics, where countries are reluctant to commit to more stringent climate policies if they believe others will not do the same.

It’s a game of chicken—each waiting for the other to blink first, resulting in stagnation.

Yet, the potential for business leadership in this space is significant. If enough companies commit to genuine sustainability, it could create a new market standard where responsible practices become the norm rather than the exception. Brands like Patagonia and Fenty, which have long prioritized social and ecological sustainability, demonstrate that businesses can set new standards regardless of governments falling short on their efforts.

Internal Pressures Shape Change

Research shows that consumers are more likely to spend a premium on a sustainable product. But pressure for green authenticity is not only coming from consumers, but also from within businesses themselves.

As Gen Z and younger employees enter the workforce (by 2025, Gen Z is set to comprise more than a quarter of the global workforce), they bring with them expectations of ethical practices and transparency. They are challenging their employers to move beyond performative acts of sustainability and instead demand meaningful action.

This generational shift could become a turning point in the fight against greenwashing—and indeed, green hushing—as workforces themselves encourage businesses to be prouder about their climate initiatives, and model broader changes.

By engaging these new voices, businesses can align their operations with principles like “Do No Harm,” forecasting potential negative outcomes of new products and actively working to minimize harm. This not only mitigates the risks of internal whistleblowing, but also positions companies as leaders in the transition to a more sustainable and ethical business environment—a long-term gain that benefits the planet.

This reimagining of product value mirrors broader societal evolution towards conscious consumption. As consumers become more critical of greenwashing, they seek brands that offer genuine solutions, not just marketing spin. Businesses that rise to this challenge can build trust, attract loyal customers, and lead the way in shaping a sustainable future.

Businesses have the flexibility and capacity to reframe the narrative around sustainability. Unlike governments, which face multiple competing priorities, businesses can be more agile and respond to consumer demand and market shifts. But for companies to lead effectively, they must challenge a punitive mindset to one of genuine commitment—where the “carrot” is a liveable planet and incentive enough for modelling something new.

As the world faces mounting environmental challenges, businesses with the capital and the know-how can lead and be better, but it means stepping away from a traditional (and environmentally toxic) mindset of growth and profit. By prioritizing transparency, fostering a culture of “Do No Harm,” and embracing genuine sustainability, businesses can not only shape a more ethical future but also ensure their own long-term success.

The time to act was yesterday. But every day from now counts. It’s time for businesses to lead the way by committing to a future where sustainability and success go hand in hand. ■

Dr. Pardis Shafafi is a political anthropologist and Global Responsible Business Lead at Designit, an international design firm headquartered in Copenhagen, Denmark. Based in Oslo, Norway, Dr. Shadafi is a prolific author and speaker whose commentary has appeared on the BBC, Al Jazeera, The Economist, NRK, and Zetland.

DR. PARDIS SHAFAFI