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Five findings + the gap between intention & impact

Five findings + the gap between intention & impact

March 13, 2023
June 29, 2023
Five findings + the gap between intention & impact

You’ve heard of greenwashing, but have you heard of “green-hushing”? Businesses are keeping their sustainability targets under wraps, but we think the more they can share, the better.

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You’ve heard of greenwashing, but have you heard of “green-hushing”? A growing number of companies are backing up their emissions commitments with science based targets, but a quarter don’t plan to talk about them. That’s what South Pole’s new research has found, covering 1200 companies from 12 countries and 15 sectors. 

Our take? The more businesses that share their learnings and acknowledge the gap between where they are and where they’re aiming - in specific terms and with measurable targets - the better.

  1. Has your business looked at setting a science based target for reducing its carbon emissions? The Science Based Targets initiative is a way for businesses to get an  independent verification that its targets are evidence-based. There’s a lower cost, streamlined submission route available for SMEs.
  2. For reusable packaging to be effective, it needs to fit within a broader system that supports reuse: a return and reuse program, a refill program, or other education initiatives to support customers to continue reusing the packaging.
  3. Research out of the UK found three-fifths (61%) of food wastage is avoidable and could have been eaten if it was managed differently.
  4. Recube India’s Refillable platform is gaining speed: it offers an on-demand, localised approach to refillable packaging, where a truck or electric bike arrives at a customer’s doorstep, ready to refill common household products into their existing packaging. 
  5. “Going green then going dark”: access the full report on “green-hushing”.


In part 2 of our packaging series, we take a closer look at the claims and terms that we see often written on or said about packaging, like recyclable, recycled content, reusable, biodegradable... and try to demystify  what they mean in practice. We give some advice to businesses about how they can tell customers what to do with packaging once it's in their hands.

We also share another framework to help businesses improve their packaging approach from the Cradle to Cradle Products Innovation Institute, with an example about the world's largest cosmetics company, L'Oreal.

The Business Pickle is here for leaders ready to do good.

Research, case studies, podcasts, toolkits, actions: everything to help you fast track doing business for good. We provide resources and strategic advice for teams to improve their impact.

Using business as a force for good is possible, but complicated. How is your business tracking when it comes to its social and environmental impact? Have you got a plan in place? Do you know where to focus your efforts? If you need a hand, get in touch for a quick chat about how we could help.

Using business as a force for good can be quite the pickle. While you want to balance profit with purpose, real-world challenges get in the way. We don’t have all the answers at The Business Pickle, but we sure have fun seeking them out.

No lectures or silver bullets. Just lessons learned, research uncovered, and experiences shared by some of the world’s brightest voices on making an impact through business.

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