How can we connect the generation of passion with the generation of power?

Our Path to Green Pin

Glenn Hallam, Ph.D., Co-founder, Green Dock Ventures / Green Pin

Like most of us in the sustainability industry, we grew up enjoying the outdoors — we know the joy of fresh air, mountain streams, verdant meadows.

We love this planet.

Like most of us, we’re concerned about climate change and the overall trajectory of civilization. We want to make a difference, at scale, advancing with a sense of urgency.

In 2019, we decided to go “all in” for the planet, sensing that social technology has potential to mobilize and align people at scale … to help leaders do the right thing.

But after designing several systems and getting some feedback, we realized we didn’t really know what to develop … nor did we know the sustainability industry. We needed time to meet people, explore the fundamental causes of our problems as a society, and craft the right solution.

So we started a conference for sustainability leaders called Green Wave, first meeting at a beach-side resort in California, then meeting another ten times virtually. This event is unique in that we introduce leaders to one another, build collaboration, and honestly reflect on barriers to change.

We got to know thousands of leaders in the process … and found that they are wonderful people trying to make a difference. Many sustainability leaders grew up like we did, camping with their families.

Along the way, we got involved with a non-profit called University Climate Ambassadors, and had a chance to get to know young leaders as well — to hear their frustration about the lack of progress. Many of these bright college and high school students feel that our leaders — in government as well as private industry — just don’t care. Young people are keenly observant, sensitive to greenwashing and false promises.

We have been asking questions along the way, hoping to understand the organizational and cultural dynamics at play. Why is it that most of us recognize this crisis and care about the future, and yet we appear to be going backward as a society? What is getting in our way?

Ultimately, we arrived at a fundamental (and obvious) truth: companies are not in the business of saving the planet. That’s not their purpose. Most companies were formed to deliver a product or service, with the overall goal of creating economic opportunity. They are in the business of making money.

So leaders in sustainability often find themselves fighting an uphill battle in their organizations. They frequently lack the resources and credibility to influence their peers and superiors, who have different priorities.

Even in companies whose brands are all about sustainability, we have met sustainability leaders who say they have a “tough gig.” They compete for resources with colleagues who focus on other functions of the business.

The net effect is that we are losing the battle.

Sustainability is often about reporting, compliance and greenwashing, not advancing with urgency, at scale. Companies pay PR firms, buy advertising and sponsor conferences to get their green message out, but for every company that is making a sincere and urgent effort to reduce their impact on the planet, there are many that are just trying to look good … while devouring resources and threatening our future.

We see a way to help — at scale. We have been looking for hope and believe we have landed on two fundamental opportunities.

First, young people are ready to fight for their planet — they offer tremendous potential energy to be unleashed. Smart and observant, comfortable with technology, they are a massive army that just needs direction and the right tools.

Second, companies want and need to be loved. Many of these companies sense that they are vulnerable as they continue to contribute to a problem they know people care about. They need the loyalty of their employees, customers and investors.

Young people want to help; companies want to be loved.

Green Pin connects young people, willing to act as thoughtful observers of sustainability, with established leaders, able to make needed investment and change. We are creating conversation between these generations — under the watchful eye of journalists who write for publications like the NY Times and LA Times.

If you are young and want to make a difference, we hope you will provide honest, thoughtful, fair observations about brands, using the Green Pin app (for Android and iOS).

And if you represent one of these brands, we hope you will understand that we’re here to help — to affirm you for the progress that you’ve made, but also to keep you honest, informed and empowered to make needed change.