A green-tech festival where the first thing you see is huge cars, energy companies, and hydrogen-powered aircraft.
The fine line between genuine change, pseudo-solutions, and greenwashing — the practice of making a company appear more environmentally responsible than it actually is through selective claims, symbolic gestures, or marketing that distracts from real operational impact — is rarely as clear as it is at the GREENTECH FESTIVAL.
After many interesting conversations, one thought prevailed: to transform our economy, we need companies from all industries and of all sizes. Green flagship companies are extremely important role models and pioneers — but large companies and traditionally CO₂-intensive industries will also have to change.
The day showed me once again that this cannot be achieved (only) through impressive flagship projects, but also through constant questioning, further development, and engagement. Ultimately, the small steps taken by many companies are likely to achieve more than the big steps taken by a few.
That's why I'm glad that companies such as Nestlé Nespresso SA are subjecting themselves to the strict B Corp certification process and thus starting a journey towards greater sustainability. It's much harder to slowly steer a large ship onto course than it is to launch another wild green idea into the world (sorry, hydrogen-powered aeroplanes!). It is important to get a holistic picture of your company and your product and then make informed decisions in the right direction.
In product development at SCHUMACHER — Brand + Interaction Design, the first step is to create innovations that users really need, rather than shiny beacons. Methodology instead of gut feeling. Realistic assessments instead of technology-enthusiastic castles in the air alone. Then we can also inspire with sustainable solutions. And thanks to our comprehensive repertoire of methods, we can do this with small, agile teams just as well as with large technology leaders.
The megatrends driving innovation and the need for systemic thinking beyond your own domain are closely tied to this — real sustainability requires understanding the whole system, not just the green flagship projects. A European design approach that prioritizes long-term value over short-term hype aligns perfectly with this mindset.
Next time I go to a greentech trade fair, I would like to see more of how companies have transformed themselves piece by piece. More real developments instead of disruptions on the 'green field'. How do you feel about that?
Read next:
- Optimistic About the State of the Design Scene — why I am betting on the slow, careful work over the loud green claims.
- Why I'll never get tired of facilitating innovation — practical examples of small, structured steps that compound into real change.
- New Chapter, Same Passion! — how leading a design studio at SCHUMACHER connects to making sustainability substantive instead of performative.
FAQ
What is greenwashing?
Greenwashing is the practice of making a company appear more environmentally responsible than it actually is — through selective claims, symbolic gestures, or marketing that distracts from real operational impact. It is the difference between a green badge on a slide and a measurable shift in how a business actually runs.
How can you tell the difference between genuine sustainability and greenwashing?
Genuine sustainability shows up in measurable operational change — supply chains, energy use, product lifecycles, third-party audits like B Corp — not in flagship launches or festival booths. If a company cannot point to specific, ongoing changes across the business, the green story is probably marketing.
Why do small steps by many companies matter more than a few flagship projects?
Flagship projects raise awareness but rarely shift an industry. Cumulative change across thousands of mid-sized and large companies — each moving a few percentage points on emissions, materials, or circularity — adds up to the kind of systemic shift that a single moonshot cannot deliver.
What role does design play in avoiding greenwashing?
Design's job is to make real sustainability legible — to translate honest operational change into a product, service, or brand that users actually want to engage with. Without that translation, genuine effort stays invisible and dishonest claims fill the space.
What is B Corp certification and why does it matter?
B Corp is a third-party certification that measures a company's social and environmental performance across governance, workers, community, environment, and customers. Unlike self-declared sustainability claims, it requires documented evidence and is renewed periodically, which is why it is harder — and more credible — than a green badge.