Going Green with Akhil & Anitta from Green Story

We invited the friendly folks from Green Story to talk at our Going Green in 2018 online summit on the 24th April 2018 to tell us why authentic green marketing matters & how to spot greenwashing. Ahead of the event we wanted to interview Akhil and Anitta to find out a bit more about why they wanted to participate and get there opinion on the biggest green issues they feel businesses and consumers face today.


Why did you want to get involved in the Going Green in 2018 Online Summit?  

For us getting involved with Going Green in 2018 is about connecting with small businesses and individual consumers who are ready to take their “green-ness” to the next level. The volume of information out there about living and buying green can be overwhelming and difficult to navigate. Especially when we know that labels like “natural” and “ecofriendly” are being used to hide greenwashing.

We believe that understanding environmental impact data, aka the numbers behind green claims, is the best way to help businesses express their authenticity and to help consumers choose the greenest product everytime they shop. Going Green in 2018 is fantastic platform for sharing this information and supporting people in their efforts to build a sustainable world.   


What issues are you most concerned with right now regarding the future of our planet?

We’re thinking a lot about sustainable consumption these days. We’re concerned about greenwashing and how a lack of connection to the impact of buying sustainable products results in consumers buying conventional rather than sustainable. When a consumer is misled into buying products that claim to be doing good for the environment but are hiding their true impact a few things happen. First, the conventional, polluting economy that got us into this mess of global warming, climate change and ecosystem collapse becomes more profitable and thus stronger. Second, the green businesses that are actually making a positive environmental difference lose income, market share and the ability to grow the green economy. And finally, consumers stop feeling connected to their ability to make change and start to give up. They stop trusting all companies with green claims and they stop trying to make a difference with their purchases. These three outcomes of greenwashing spell disaster for the future of sustainable consumption.  

What are the most challenging aspects of going green and being more eco-friendly for you?  

Figuring out what to buy and from whom is likely one of the most difficult tasks when it comes to going green. Changing our spending and consuming habits requires the time to conduct even basic research. And time is a commodity few of us have in abundance. Research shows that the average consumer just spends 7 seconds making a decision. Plus, change is hard. As humans it’s tough to consciously and consistently change our habits and patterns unless we have clear and credible indicators to help us. This is also why we love opportunities like Going Green in 2018 - it’s a chance to learn but also a space to be inspired. Inspiration helps us keep going when things get difficult.  

You can find out more green marketing and green washing on Tuesday the 24th of April 2018 at our online summit. Tickets are available here: http://bit.ly/GoingGreen2018 

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