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Forces for Good
How can business combat greenwashing?
Season 1, Ep. 2
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Have you noticed an influx of products marketed as sustainable, eco-friendly, or recycled? You're not alone. As the global climate emergency accelerates and consumer awareness grows, businesses are increasingly leveraging green marketing to reach conscientious customers. But not all marketing is created equal.
On the show, experts explain the problem of "greenwashing," when marketing is designed to make consumers believe a business is doing more for the environment than they really are. We also talk about how to spot greenwashing and learn from companies that are telling transparent stories about their environmental footprint. In this episode we answer:
- What is the difference between green marketing and greenwashing?
- How have businesses and the advertising sector misled consumers about their environmental responsibility?
- How can these same players combat greenwashing?
- How can consumer awareness combat greenwashing?
In this episode, we discuss Patagonia as an exemplary B Corp. At the time of recording, Patagonia had not yet made their groundbreaking announcement transferring ownership to the Patagonia Purpose Trust and the Holdfast Collective, where every dollar not reinvested into Patagonia will be distributed as dividends to protect the planet. Patagonia’s unprecedented decision drives home the value of business taking concrete action to be a force for good.
Guests include:
Maria Correa, Head of Marketing and Communications at B Lab Europe
Luke Purdy, Director of Social Impact & Group Account Director at Wieden + Kennedy
Sharoni Rosenberg Amszynowski, author of “WTF is Purpose” and Executive Director at the PwC Chile Foundation
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4. How do you find meaning at work?
22:01||Season 1, Ep. 4People want meaningful, purpose driven jobs now more than ever. In this series so far, we’ve talked about what makes a job "good" - we’ve looked at pay, economic mobility, benefits, hours and scheduling. But what about purpose? In this episode, we dive into why workers are demanding more meaning in their careers and how it keeps them engaged for the long haul. Annemiek Nusmeijer is the owner of Greenjobs.nl, a B-Corp and the largest job board in the Netherlands for sustainable positions. In this episode, she tells us how young people are flocking to her site in hopes of finding meaningful employment. We also welcome Julie Richards, Guardian News & Media director of sustainability and operational transformation to the show. Julie tells us how The Guardian pursues impact in their day to day operations. Finally, we asked some members of the B Corp community to tell us what they look for in a ‘good’ job. Spoiler Alert - It’s almost always purpose! Learn more about B Lab at www.bcorporation.netViews and opinions expressed during the podcast are those of the individuals expressing them and do not necessarily reflect those of B Lab or Hueman Group Media.
3. Which Comes First, Policy or Progress?
20:20||Season 3, Ep. 3Policy and progress can’t exist without each other. Without progress there would be no demand for new policy and without new policies we wouldn’t see progress continue. In this episode we focus on policy and the workplace - is it business-focused policy or societal progress that really improves the livelihoods of employees? Our guests for this episode are Jamila Rizvi, Deputy Managing Director at Future Women, a B Corp committed to achieving gender equity in Australian workplaces and Wojciech Baginski, B Lab Global-Board of Directors and Partner at Impactive.law. They share examples of policy and progress working in tandem ranging from the rise of the 40 hour work week to child care options increasing women's participation in the workforce.Learn more about B Lab at www.bcorporation.netViews and opinions expressed during the podcast are those of the individuals expressing them and do not necessarily reflect those of B Lab or Hueman Group Media.
2. What do lobsters have to do with job opportunities?
19:29||Season 3, Ep. 2Maine’s Lobster Industry is at a breaking point. Jobs all over the state depend on lobster fishermen bringing in over 100 million pounds of lobster each year. But with fewer and fewer legacy lobstermen this is becoming harder and harder. That’s where retraining and economic mobility come in. Young people and immigrants from all over the country, and the world, are filling the labor gap in Maine.In this episode we’re joined by Ben Conniff, Co-Founder of Luke’s Lobster and Ryan Rippel, Director, Economic Mobility and Opportunity at The Gates Foundation. We’ll discuss how businesses can create economic opportunities for workers in their communities and meet the challenges of a changing economic landscape through training, development and mentorship programs.Learn more about B Lab at www.bcorporation.netViews and opinions expressed during the podcast are those of the individuals expressing them and do not necessarily reflect those of B Lab or Hueman Group Media.
1. What makes a job “good”?
25:43||Season 3, Ep. 1‘A good job’ is a phrase we hear all the time. But what does it really mean? Perhaps some combination of fair pay, flexible hours, and a strong purpose? In this episode we set the foundation for our series on good jobs with Sarah Kalloch, Executive Director of Good Jobs Institute and Joachim Krapels, Head of Strategy & Global B Corp Movement at B Lab Global. We dive into the current employment landscape, how we got here, and how businesses in the B Corp community are supporting employees to thrive, not just survive. Learn more about B Lab at www.bcorporation.netViews and opinions expressed during the podcast are those of the individuals expressing them and do not necessarily reflect those of B Lab or Hueman Group Media.
Forces For Good Season 3 Coming Soon
01:00||Season 3Forces for Good from B Lab is back with host Irving Chan-Gomez. Our show takes a hard look at how businesses are helping to solve the biggest social and environmental challenges of our time. This season we dive deep into what makes a good job. Across this 10 episode series, we'll use examples, anecdotes and data from experts and the B Corp companies to explore how workers can demand more from their employers. We'll make the business case for good jobs, look at how society and economic systems are contributing to rising inequality and we’ll hear what businesses are doing to improve.Forces for Good Season 3 launches January 21st!
17. How supporting entrepreneurs transforms communities
23:57||Season 2, Ep. 17Why don’t Black and brown entrepreneurs have the same access and opportunities as their wealthy, white counterparts? How can access, opportunity and support empower these entrepreneurs so that their great ideas are able to thrive and make a difference in the world?Jay Bailey is the President and CEO of the Russell Innovation Center for Entrepreneurs. When we sat down in Aspen, we talked about how access is the key to empowering entrepreneurs and how RICE is building that access.Learn more about B Lab at www.bcorporation.netLearn more about Danone North America at Danonenorthamerica.com.Subscribe to our podcast. Rate and leave us a review.Produced by Hueman Group Media.
16. How leaders create legacies that last
28:27||Season 2, Ep. 16What is philanthropy’s role in finding the next world-changing great leader? What if the solutions to some of the world's biggest problems are out there, but they just need a little help scaling? Anne Welsh McNulty is the co-founder and president of the John P. and Anne Welsh McNulty Foundation. When we sat down in Aspen, we talked about impact centered leadership, what moral courage means and how the McNulty Foundation is helping develop some of the next great problem solvers.Learn more about B Lab at www.bcorporation.netLearn more about Danone North America at Danonenorthamerica.com.Subscribe to our podcast. Rate and leave us a review.Produced by Hueman Group Media.
15. How business purpose drives progress
27:41||Season 2, Ep. 15Why does purpose matter? How can for profit companies have a positive impact on their communities? How are purpose and profit linked? Rob Falzon is Vice Chair at Prudential Financial and a Member of the Board of Directors and Lata Reddy is Senior Vice President of Inclusive Solutions. When we sat down in Aspen, we talked about impact investing, community work, and balancing purpose in the financial sector. Learn more about B Lab at www.bcorporation.netLearn more about Danone North America at Danonenorthamerica.com.Subscribe to our podcast. Rate and leave us a review.Produced by Hueman Group Media.
14. How can we change the way society approaches nutrition
30:33||Season 2, Ep. 14How are food and justice linked? How can we change the way our society approaches nutrition? How can businesses and individuals be a part of that?Maya Feller is a nationally recognized, registered dietician-nutritionist who brings a culturally sensitive approach to her work. Curt Ellis is the CEO of FoodCorps, a nonprofit focused on food justice and education. When I sat down with the two of them in Aspen, we talked about how to infuse culture, connection, and community into food.Learn more about B Lab at www.bcorporation.netLearn more about Danone North America at Danonenorthamerica.com.Check out System Catalysts.Subscribe to our podcast. Rate and leave us a review.Produced by Hueman Group Media.