The article discusses the emerging concept of “greenhindering,” which highlights how agents of socialization such as media, companies, and influencers can perpetuate unsustainable practices, making it difficult to foster sustainability. It contrasts greenhindering with greenwashing, noting that while the latter has become more scrutinized, greenhindering poses a greater challenge by normalizing wasteful behaviors. Examples from popular media and the influence of social media on consumer habits illustrate the ways in which these agents contribute to a throwaway culture. The author calls for accountability from these entities to help shift social norms towards more sustainable practices.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Rise of greenhindering over greenwashing | Shift from misleading to normalization of waste | Increased accountability for sustainable norms | Public demand for genuine sustainability |
| Media glamorization of single-use plastics | Transition from sustainability awareness to acceptance of waste | Cultural shift prioritizing sustainability | Influence of social norms on consumer behavior |
| Influence of social media on consumption | From mindful consumption to mindless buying | Sustainable practices integrated into culture | Profit maximization in consumerism practices |
| Shortened trend cycles encourage waste | Change from lasting trends to rapid consumption | Reduction in impulse buying and overconsumption | The attention economy driving consumption behaviors |
| Social norms shaping environmental behavior | From overlooked waste to dominant unsustainable norms | Prioritization of sustainable practices in society | Collective consciousness about environmental impact |
| Challenges to sustainability in marketing | Shift from sustainable marketing to reinforcement of waste | Ethical marketing practices in high demand | Accountability for the impact of marketing |
| Increasing skepticism towards corporate claims | Move from acceptance of greenwashing to rejection of practices | Strengthened regulations against harmful practices | Activism and awareness surrounding environmental issues |