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The Great Greenwashing: How Brands, Governments and Influencers Are Lying to You
Now’s not the time to pussyfoot around the issues. In this game, you’ve got to be brave enough to name and shame.
For too long, many of the companies, governments, and individuals claiming to do the most are nowhere near walking their talk. They’ve put up beautiful window dressing to distract from all the horrible stuff happening inside their houses. Behind the scenes, these groups’ actions hold back the very progress they claim to support. We’ve been treated like fools, falling into the trap of believing their lies and refusing to question their sincerity.
Greenwashing is the result.
For too long, many of the companies, governments, and individuals claiming to do the most are nowhere near walking their talk. They’ve put up beautiful window dressing to distract from all the horrible stuff happening inside their houses. Behind the scenes, these groups’ actions hold back the very progress they claim to support. We’ve been treated like fools, falling into the trap of believing their lies and refusing to question their sincerity.
Greenwashing is the result.
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Published September 1, 2023
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292 people want to read
About the author
John Pabon
5 books10 followersJohn Pabon has spent two decades in the business of saving our Earth. After leaving his role at the United Nations, John traveled the world studying the impacts of sustainability first-hand in factories, on fields, and in Fortune 500s.
He is a globally recognized expert in sustainability with a mission to move from theory to practical strategies that help people and businesses confidentially make real impact. To get there, he shares his message through books, consulting to businesses, and keynote speaking to audiences around the world.
His global career has taken him from Los Angeles to New York, Shanghai to Seoul to Melbourne. He’s had the privilege of working with the United Nations, McKinsey, A.C. Nielsen, and as a consultant with BSR, the world’s largest sustainability-focused business network. A decade of experience living and working in Asia inspired him to found strategic communications firm Fulcrum Strategic Advisors with a mission to help companies, governments, and individuals capitalize on the benefits sustainability offers.
John is a regular contributor to major publications such as CNN, EuroNews, and the ABC. John also speaks to an array of global audiences on issues of sustainability, geopolitics, communications, and societal change. John is the Program Director for The Conference Board’s Asia Sustainability Leaders Council, a member of the United Nations Association of Australia, and serves on the board of advisors to the U.S. Green Chamber of Commerce.
He is the author of “Sustainability for the Rest of Us: Your No-Bullshit, Five-Point Plan for Saving the Planet.” The book has been described as “…a foundational read for practical sustainability in the 21st century” and “…one of the best sustainability resources available to date.” John is excited to be helping consumers make smarter decisions through his second book, “The Great Greenwashing,” out later this year.
He is a globally recognized expert in sustainability with a mission to move from theory to practical strategies that help people and businesses confidentially make real impact. To get there, he shares his message through books, consulting to businesses, and keynote speaking to audiences around the world.
His global career has taken him from Los Angeles to New York, Shanghai to Seoul to Melbourne. He’s had the privilege of working with the United Nations, McKinsey, A.C. Nielsen, and as a consultant with BSR, the world’s largest sustainability-focused business network. A decade of experience living and working in Asia inspired him to found strategic communications firm Fulcrum Strategic Advisors with a mission to help companies, governments, and individuals capitalize on the benefits sustainability offers.
John is a regular contributor to major publications such as CNN, EuroNews, and the ABC. John also speaks to an array of global audiences on issues of sustainability, geopolitics, communications, and societal change. John is the Program Director for The Conference Board’s Asia Sustainability Leaders Council, a member of the United Nations Association of Australia, and serves on the board of advisors to the U.S. Green Chamber of Commerce.
He is the author of “Sustainability for the Rest of Us: Your No-Bullshit, Five-Point Plan for Saving the Planet.” The book has been described as “…a foundational read for practical sustainability in the 21st century” and “…one of the best sustainability resources available to date.” John is excited to be helping consumers make smarter decisions through his second book, “The Great Greenwashing,” out later this year.
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Displaying 1 - 23 of 23 reviews
February 2, 2024
A mixed bag. The strengths of the book are the weight of information it presents, there were lots of interesting points made and a lot that I had not heard about. He writes in a conversational style and is at times forceful in what he talks about. He seems to be open minded to an extent, for example giving credit to China where many writers of his ilk would not dare.
The main flaws are its analysis: the central thesis seems to be that private corporations will naturally gravitate towards becoming sustainable (which for some reason widens his scope to not just referring to the environment) - because of the laws of the market. This argument makes no sense and he barely justifies it. Whilst I agree of some of his criticism of “doomers”, he goes the opposite way and essentially suggests everything is going to be fine. Does this negate his whole book?
There is 0 class analysis throughout the book and minimal political analysis of any kind. It seems to be written towards business people rather than ordinary people, which may indicate why this is the case. When he makes a good point rightly critical of Musk or Bezos, he then praises Gates for giving a lot of money to charity- 0 analysis of Gates Foundation and their greenwashing (and worse)- why? I fear he gives his liberal ideology first over the environmental issues he seems genuinely passionate about. He does not want to challenge liberal capitalism and doesn’t attempt to tackle how a system built on infinite growth can be “sustainable”.
This is shown in his criticism of “activists” and vegans. The usual platitudes about how they are disrupting peoples day. Whilst I have my own criticism of some of the tactics of XR etc, presumably he thinks the answer is to just wait until private companies solve the planet’s problems due to the market. I wish he was right! The advice to individuals is correct when generalised (be focused) but I don’t think he can leave behind his link to the world of business.
Was this a good read? Yes. It was easy to read and informative. Would I recommend it to anyone? No - I think attitudes such as those of the writer are likely to cause a lot more harm than good. Only read this if you can read critically and want a primer on some examples of greenwashing that are going on around the world.
The main flaws are its analysis: the central thesis seems to be that private corporations will naturally gravitate towards becoming sustainable (which for some reason widens his scope to not just referring to the environment) - because of the laws of the market. This argument makes no sense and he barely justifies it. Whilst I agree of some of his criticism of “doomers”, he goes the opposite way and essentially suggests everything is going to be fine. Does this negate his whole book?
There is 0 class analysis throughout the book and minimal political analysis of any kind. It seems to be written towards business people rather than ordinary people, which may indicate why this is the case. When he makes a good point rightly critical of Musk or Bezos, he then praises Gates for giving a lot of money to charity- 0 analysis of Gates Foundation and their greenwashing (and worse)- why? I fear he gives his liberal ideology first over the environmental issues he seems genuinely passionate about. He does not want to challenge liberal capitalism and doesn’t attempt to tackle how a system built on infinite growth can be “sustainable”.
This is shown in his criticism of “activists” and vegans. The usual platitudes about how they are disrupting peoples day. Whilst I have my own criticism of some of the tactics of XR etc, presumably he thinks the answer is to just wait until private companies solve the planet’s problems due to the market. I wish he was right! The advice to individuals is correct when generalised (be focused) but I don’t think he can leave behind his link to the world of business.
Was this a good read? Yes. It was easy to read and informative. Would I recommend it to anyone? No - I think attitudes such as those of the writer are likely to cause a lot more harm than good. Only read this if you can read critically and want a primer on some examples of greenwashing that are going on around the world.
October 29, 2023
Greenwashing is not something I have come across previously but this book definitely painted a shocking overview of every way we may be subjects to or even reciprocating greenwashing. Definitely ties in with the processing of food and relevant industries and how the want to keep a clean label as the trends flow. Great wide range of examples of ways to recognise greenwashing and to choose how to support the environment. Also, I found the best way to reduce environmental impact by now having kids quite appropriate.
June 1, 2024
Lots of interesting information & generally I liked the engaging, conversational style. However it wasn’t always an enjoyable read.
I found the author’s reliance on stereotypes of activists and vegans really unhelpful. He diminishes the important role they’re playing in raising attention to important matters, and is generally overly harsh in a way that felt odd to me. Meanwhile, his optimism around the private sector’s ability to enact change feels suspicious. Are we really meant to believe corporations will save the world?
If you’re looking for a centre-right, capitalism-friendly take on greenwashing, this is the book for you.
I found the author’s reliance on stereotypes of activists and vegans really unhelpful. He diminishes the important role they’re playing in raising attention to important matters, and is generally overly harsh in a way that felt odd to me. Meanwhile, his optimism around the private sector’s ability to enact change feels suspicious. Are we really meant to believe corporations will save the world?
If you’re looking for a centre-right, capitalism-friendly take on greenwashing, this is the book for you.
September 23, 2025
Everyone should invest in Aspiration. Especially the Los Angeles Clippers (who were clearly greenwashing)
August 2, 2023
An interesting discussion on the different types of greenwashing. Starts by long at private companies then government bodies and finally individuals. Minimal specific helpful information to help you notice greenwashing, though many interesting examples and food for thought.
August 16, 2024
A good book tainted by unnecessary vegan bashing.
September 14, 2023
I have only good things to say about this book! I came across the author John Pabon on Tiktok initially because his content about sustainability really interested me. As an avid reader, finding out he had published books I eagerly ordered and wasn't disappointed.
If sustainability, the environment, fashion (especially fast fashion), corporate greed and marketing interest you, you will like this!
John's writing style is creative and non-judgemental, after all we are all prone to fall for greenwashing tactics as consumers through no fault of our own, and this book is so helpful with understanding and navigating the marketing and deceit from big corporations.
One of my favourite chapters was on fast fashion as the cost of living is driving a lot of gen -z and millennials to feel like we have no other options.
The book is full of facts but doesn't bombard you with boring stats and graphs. His writing style draws you in with interesting facts and creative flair, perfect for packing on a flight.
I really like that the focus is on being informed about things and thereby trying to make more conscious decisions where you can. This book broadened my horizons and evoked empathy for the impact our decisions (western world) has on the earth from an environmental and sustainability perspective, but also on the livelihoods of people involved in every aspect.
If you've never heard of the term greenwashing this is a thought provoking read and worth it!
If sustainability, the environment, fashion (especially fast fashion), corporate greed and marketing interest you, you will like this!
John's writing style is creative and non-judgemental, after all we are all prone to fall for greenwashing tactics as consumers through no fault of our own, and this book is so helpful with understanding and navigating the marketing and deceit from big corporations.
One of my favourite chapters was on fast fashion as the cost of living is driving a lot of gen -z and millennials to feel like we have no other options.
The book is full of facts but doesn't bombard you with boring stats and graphs. His writing style draws you in with interesting facts and creative flair, perfect for packing on a flight.
I really like that the focus is on being informed about things and thereby trying to make more conscious decisions where you can. This book broadened my horizons and evoked empathy for the impact our decisions (western world) has on the earth from an environmental and sustainability perspective, but also on the livelihoods of people involved in every aspect.
If you've never heard of the term greenwashing this is a thought provoking read and worth it!
December 12, 2023
*Audiobook*
This is a very important topic, and anything that can highlight greenwashing or further the environmental awareness campaign is a good thing. Admittedly, I know very little about greenwashing, and that is why I wanted to explore the topic with this book. And "explore" is the right word, John Pabon tales us all across the globe and into the boardrooms of companies, some of which I had never heard of.
John Pabon is passionate about his subject, and of that, there is no doubt, but I also felt a thread of meanness in this book. Imagined or not, especially in the opening chapters, I found a cynicism that seemed to say that if companies were not doing everything 100% correctly, then they might not as well do anything at all.
Would I recommend this book? Yes and no. I'm not sure why, but I finished this book with a faint sense of hopelessness and not optimism. It's worth reading for sure, but for me, it didn't have a positive impact on my outlook.
This is a very important topic, and anything that can highlight greenwashing or further the environmental awareness campaign is a good thing. Admittedly, I know very little about greenwashing, and that is why I wanted to explore the topic with this book. And "explore" is the right word, John Pabon tales us all across the globe and into the boardrooms of companies, some of which I had never heard of.
John Pabon is passionate about his subject, and of that, there is no doubt, but I also felt a thread of meanness in this book. Imagined or not, especially in the opening chapters, I found a cynicism that seemed to say that if companies were not doing everything 100% correctly, then they might not as well do anything at all.
Would I recommend this book? Yes and no. I'm not sure why, but I finished this book with a faint sense of hopelessness and not optimism. It's worth reading for sure, but for me, it didn't have a positive impact on my outlook.
November 28, 2025
As a newbie to greenwashing, I found this really interesting. Lots to take in, and some useful observations to keep an eye out for. Some of the statistics or examples were mind-blowing. The writing was not bad.
I discovered John on Instagram and this has started my learning in this space. From looking at some of the other reviews here, I understand this may be entry level stuff or perhaps considered a little more right leaning in some ways (perhaps some valid criticism), however credit where its due, without John I may not have stumbled onto this topic for a while or at all. He's raising awareness and I'm not sure he needed to receive such brutal ratings from people seemingly in his own circle.
I discovered John on Instagram and this has started my learning in this space. From looking at some of the other reviews here, I understand this may be entry level stuff or perhaps considered a little more right leaning in some ways (perhaps some valid criticism), however credit where its due, without John I may not have stumbled onto this topic for a while or at all. He's raising awareness and I'm not sure he needed to receive such brutal ratings from people seemingly in his own circle.
August 4, 2024
This book was well written and engaging. It provides a thorough explanation of the complexity of greenwashing and opened my eyes to the greenwashing that exists in so many industries.
I feel that this book missed out on the 5 star review because I don’t know what to do with this new-found knowledge, I don’t know how to apply this to my life in order to help save the planet. Or have I missed the point? Is this meant to be more of a nod towards industries’ lies about their impact on the environment and building awareness in that respect?
I feel that this book missed out on the 5 star review because I don’t know what to do with this new-found knowledge, I don’t know how to apply this to my life in order to help save the planet. Or have I missed the point? Is this meant to be more of a nod towards industries’ lies about their impact on the environment and building awareness in that respect?
October 26, 2024
Stopped reading after he listed pharma and medicine as entirely good industries that he wasn’t going to hold accountable for sustainability??? After scandals like the Sackler family that’s just ridiculous.
Outrageously arrogant writing style, seems like the kind of person who would say “you know who I am?!”
Also, learned next to nothing? A few interesting anecdotes but the information on greenwashing was surface level, easily google stuff.
Outrageously arrogant writing style, seems like the kind of person who would say “you know who I am?!”
Also, learned next to nothing? A few interesting anecdotes but the information on greenwashing was surface level, easily google stuff.
February 11, 2024
This book cemented for me that there is a level of power that consumers have in regards to where and what they spend their money on. There is also a responsibility that comes with this, so I feel that I need to be more vigilant in how companies try to use greenwashing in their efforts to convince me to spend money on them 🤔
This entire review has been hidden because of spoilers.
February 16, 2024
An interesting read which covers so many critical subject matters, some of which I wasn't even aware of. I found the author highlights these issues in a captivating way that kept me engaged and informed throughout. If you're curious about what greenwashing is and how it finds it's way into our everyday lives, I'd highly recommend.
November 28, 2024
An ok introduction if you have never heard of greenwashing or climate change before.
I don't disagree that governments have largely failed to do anything on the climate front other than waste time, but I disagree that companies will naturally turn towards green business practices. The very existence of capitalism denies that: companies can only make money if people continue to buy more of their product, therefore they must have things that break and cannot be repaired, they must create a need to buy the new fashions. Companies that have made some tiny changes had to be dragged kicking and screaming to them. Lying and distracting the masses is much easier than ethically and sustainably sourcing product, so the reality is that companies will only go green as a last resort, and only for the absolute bare minimum.
I also found it interesting that he opens with a story about 'you' going grocery shopping and doing your best by purchasing organic coffee, finishes the book by telling you how much more informed you are now and know it isnt that simple. Yet throughout the book he also says how we don't need to be perfect or stop eating meat (a lot of excessive vegan bashing and stereotyping. weird to insult people on your side), or stop buying unnecessary clothes, or stop flying etc. So you went on this huge journey to acquire knowledge, and it is for nothing.
Easy enough read. But I flat out disagree with the point. Do not trust capitalism to save us.
I don't disagree that governments have largely failed to do anything on the climate front other than waste time, but I disagree that companies will naturally turn towards green business practices. The very existence of capitalism denies that: companies can only make money if people continue to buy more of their product, therefore they must have things that break and cannot be repaired, they must create a need to buy the new fashions. Companies that have made some tiny changes had to be dragged kicking and screaming to them. Lying and distracting the masses is much easier than ethically and sustainably sourcing product, so the reality is that companies will only go green as a last resort, and only for the absolute bare minimum.
I also found it interesting that he opens with a story about 'you' going grocery shopping and doing your best by purchasing organic coffee, finishes the book by telling you how much more informed you are now and know it isnt that simple. Yet throughout the book he also says how we don't need to be perfect or stop eating meat (a lot of excessive vegan bashing and stereotyping. weird to insult people on your side), or stop buying unnecessary clothes, or stop flying etc. So you went on this huge journey to acquire knowledge, and it is for nothing.
Easy enough read. But I flat out disagree with the point. Do not trust capitalism to save us.
August 11, 2023
Very interesting book, would recommend! Interesting part incorporating social media/influencer in greenwashing, as I believe this is a topic often neglected in books and articles about greenwashing. I do wish it was a tad longer and further developed. Overall an easy and enjoyable read.
February 7, 2024
A thoughtful and well-written comment how those in society with the most responsibility to address climate are in fact just pulling the wool over our eyes.
Highly recommend for those who want to be more aware of the methods being used to get us to turn the other way!
Highly recommend for those who want to be more aware of the methods being used to get us to turn the other way!
May 3, 2024
This book wasn’t worth finishing. As someone who works in climate it was lower than entry level and not well sourced. There was a passage where the author used the number of Google search results that came up to prove a point.
Perhaps I misunderstood who the book’s audience was.
Perhaps I misunderstood who the book’s audience was.
October 14, 2023
3.5 ⭐️
February 7, 2024
What an eye opener! It is seriously an interesting read, and John Pabon did not hold back at all. I think everyone should read it.
This entire review has been hidden because of spoilers.
July 1, 2024
The start was exciting, engaging and educational. I got lost and disengaged towards the end though.
February 10, 2025
Easy to read, bit too centre right, why pick on vegans?
July 26, 2025
Not a complete waste of time but borderline insufferable and completely hypocritical. Unproductive opinions about the defence and big pharma industries, out of pocket old fashioned stereotyping of vegans, snobbish views on well meaning climate activists - all diversions from a thesis which ended up being non-existent.
Pabon thinks the climate crisis can only be solved by private industries - there's no place for governments, NGOs, charities, it doesn't matter what any of us do individually either - the private sector is going to save the planet if we just sit back and let them.
He really enjoyed going on a tirade about people flying to unproductive climate conferences and pumping out the greenhouse emissions to do so, he made it clear that is absolutely unacceptable.
Oh, but he also has been doing that for the entirety of his professional life... oh but it's okay because he's the climate hero we've all been waiting for and he has absolutely no choice because of the vital job he has...
And that's not greenwashing?...
Baffling, the overwhelming takeaway from this was that this guy was looking for an ego stroke. Giving it 2 stars because I'm sure there was some useful content in there, but just can't remember it anymore given there was no clear thread of argument and I was so put off by his own blatant greenwashing. There must be better greenwashing books than this, just pick one of them instead.
Pabon thinks the climate crisis can only be solved by private industries - there's no place for governments, NGOs, charities, it doesn't matter what any of us do individually either - the private sector is going to save the planet if we just sit back and let them.
He really enjoyed going on a tirade about people flying to unproductive climate conferences and pumping out the greenhouse emissions to do so, he made it clear that is absolutely unacceptable.
Oh, but he also has been doing that for the entirety of his professional life... oh but it's okay because he's the climate hero we've all been waiting for and he has absolutely no choice because of the vital job he has...
And that's not greenwashing?...
Baffling, the overwhelming takeaway from this was that this guy was looking for an ego stroke. Giving it 2 stars because I'm sure there was some useful content in there, but just can't remember it anymore given there was no clear thread of argument and I was so put off by his own blatant greenwashing. There must be better greenwashing books than this, just pick one of them instead.
December 20, 2023
If you have never heard of the concept of greenwashing, you might learn something from this book. But if you already do, there is not much new here. There are a lot of statements about how various organisations and institutions are not the answer, but it is never clearly stated what is. The simple truth is we all have to stop buying so much stuff.
It is written in a very conversational style, as though it was dictated, which means it can be hard to extract the key messages and practical actions, particularly perhaps "the importance of thinking critically about everything you do".
It is written in a very conversational style, as though it was dictated, which means it can be hard to extract the key messages and practical actions, particularly perhaps "the importance of thinking critically about everything you do".
Displaying 1 - 23 of 23 reviews