Unmasking the bullshit

A reflection on sustainability by Jane Thomson.

In the contemporary landscape of self-awareness and environmental consciousness, it's time for a candid conversation about the bullshit we often find ourselves entangled in. Whether it's exaggerating the workload, complaining about family gatherings, or, in my case, posturing as an eco-warrior, the truth is, we're all bullshitters to some extent. I'm guilty of this too. I have two iPhones, one for work and one for personal use, both with plastic protective covers. My outfit choice always includes non-recycling friendly trainers and every day I’m baffled about which bin to discard used teabags in. I add oat milk to my tea and am worried about its environmental impact. I type these very words on a plastic Bluetooth keyboard tethered to a plastic-cased laptop.

I've been an early adopter of anything that might minimise my impact on the planet. I once wore unattractive trainers made from recycled waste materials for about two years – and was relieved to replace them with equally eco-friendly yet much sexier Nike ones when I realised they’d caught up.

I limit my travel, try to prioritise seasonal eating and rarely indulge in new clothes. When I do buy clothes, it's either second-hand or the highest quality I can afford. Not to be smug, but I got a refurbished iPhone rather than a new one.

Yet, even with my brand of sustainable lifestyle Lite™, I recognise the hypocrisy. The truth is, we're all bullshitters. The key, perhaps, is to bullshit a little less.

Here are a few suggestions...

Ditch Fast Fashion: H&M, Primark, Zara – they'll never stop greenwashing. At the very least buy LESS of it. Missguided? It’s called Missguided FFS. Don’t buy Curtail Your Wanderlust: I hate to say it, but globe-trotting to every conceivable destination is a form of gluttony. Saying, "I just want to see the world!" sounds a lot like Veruca Salt demanding "I want it NOW!” in Willy Wonka. Cut Out the Pointless Stuff: Fabric conditioner is a hoax. Your clothes will survive without it. Embrace the reality – fabrics without softener – that's what those materials feel like. Wield Your Influence: Become an advocate at work. Insist on recycled paper or none at all. Spec products with a minimal carbon footprint. And write CNUT in giant letters on those small plastic water bottles for clients that are in the fridge.

Basically, we're all trying to figure out our own contradictions. So, let’s try for authenticity, and acknowledge that perfection is unattainable, but progress is. The first step? Bullshit a little less.

Thanks Jane.