Facing Sustainability Backlash With Strength & Strategy

Worked in sustainability or ESG (Environmental, Social, and Governance) for less than a decade? Buckle up—because the next few years are going to feel like my first. And if you’ve been here longer, you already know the drill.

I’ve spent nearly three decades in this space, and I can tell you with absolute certainty: this isn’t our first storm. It won’t be our last either. What we’re facing now—the ESG pushback, the turbulence in standards, growing Board scepticism—feels familiar. We’ve been through versions of this before, and every time, we’ve found a way to push forward.

The Cycles of Resistance
Back in the 90s, today’s ‘war on woke’ was a ‘war on political correctness.’ It had a different name, but the same resistance to progress. But back then, sustainability wasn’t even a mainstream conversation. ‘Alternative energy’ was a fringe concept, veganism was confined to obscure health food stores, and companies often relegated environmental responsibility to a lonely mid-level Energy Manager.

PROMOTED

Then came 2008/9. When the Great Recession hit, companies slashed their CSR (Corporate Social Responsibility) budgets, laying off entire teams dedicated to sustainability. The media quickly declared the era of ‘business responsibility’ over. Sound familiar? Because today’s narrative echoes that same defeatist tune.

But here’s what actually happened: we adapted, we evolved, and we came back stronger. Sustainability is now a core business function in many organisations, ESG is in boardroom discussions, and climate action has never been more urgent—or more supported by science and public concern. Despite some high-profile wavering from a few brands, more companies are signing up to net zero commitments every year.