In this episode of the We Need to Act podcast, we welcome John Pabon, greenwashing expert, author of The Great Greenwashing, consultant, and speaker.

John unpacks how greenwashing evolved from fossil fuel misinformation into a sophisticated global system of climate deception involving corporations, governments, NGOs, and even billionaires. We discuss the difference between accidental and deliberate greenwashing, why responsibility has been shifted onto individuals, and why the real climate debate is “up vs. down” — not left vs. right.

We also explore AI as a new amplifier of misinformation, the current state of greenwashing regulation, and how companies can communicate sustainability honestly without resorting to greenhushing.

Episode Highlights

• John Pabon on his journey from the United Nations to exposing greenwashing

• The difference between accidental greenwashing and deliberate corporate deception

• How fossil fuel companies pioneered climate misinformation

• Why consumers are smarter — but still up against billion-dollar influence machines

• The shifting of climate responsibility onto individuals through recycling and carbon footprints

• Ultra-wealthy emissions, private jets, and the “up vs. down” climate debate

• The current state of greenwashing regulation in the EU, Australia, and the U.S.

• The rise of AI as a potential amplifier of climate misinformation

• Why companies must embrace transparency instead of greenhushing

• A reminder that you don’t have to be a perfect environmentalist — just an honest and engaged one

  
  

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