Looking good vs. doing good

If you were having a coffee with us, chatting about the way we see sustainability work, this is what we might say – sort of off the record, but honestly:

"Too much of sustainability has turned into a show. The reports, the shiny campaigns, the big statements. Many are too focused on what seems to be the right thing.

But looking good doesn’t mean the work is getting done.

It gets dangerous when responsibility starts to slip into performance. When numbers are polished for reports. Or when the inspiring slogans are louder than the work."

Having coffee or not, we’re super interested in what happens when you drop the act. When you admit that some of it is messy, awkward, uncomfortable. When you try things without knowing if they’ll work.

But you keep at it anyway. You show up. That’s the part nobody brags about, but it’s the best bit.

And the truth is: we don’t have a fixed playbook either. We’re figuring it out as we go, testing, questioning, adjusting.

Quite possibly the only real question is this:

What would responsibility look like if no one was watching?