Rethinking Greenwashing and Digital Inclusion 

Recently, I completed the Digital4Sustainability Learning Path as part of my professional development. This online course, created by the United Nations System Staff College, emphasises a dual responsibility, leveraging digital tools for sustainability while ensuring that these transitions are environmentally responsible. As I reflected on this, I found myself grappling with my own complicity in greenwashing, whether through leveraging funding opportunities or developing agri-tech projects with “green” credentials that were, at times, less than transparent. 

Greenwashing in the Third Sector 

The most important lesson I took from the course was the need for authenticity in green initiatives. Greenwashing, making misleading claims about environmental actions poses a significant risk for any organisation, especially in Scotland’s third sector, where trust is essential. For charities and community groups striving to balance ambition with limited resources, the temptation to prioritise quick wins over meaningful, long-term change is ever-present. 

Superficial efforts, such as tree planting campaigns, often grab headlines. However, these initiatives can overshadow more impactful measures, like improving energy efficiency in operations or embedding sustainability into governance structures. The responsibility to avoid this pitfall is critical, given our sector’s role as a bridge between policy ambitions and grassroots needs. 

Moreover, while digital technologies can reduce carbon footprints by facilitating remote work and virtual meetings, their hidden environmental costs, such as those linked to device manufacturing and data centre energy consumption cannot be ignored. During the course, I was reminded of past projects that I engaged in, like FarmBot and Smart Garden, where I failed to fully consider these trade-offs. Selling innovative green tech without a critical understanding of its environmental impact, inadvertently perpetuated greenwashing. 

Transparency and Tools for Change 

Fortunately, SCVO’s Growing Climate Confidence initiative provides a robust framework to address these challenges. Practical tools, such as the Climate Checkup, help organisations assess their environmental impact and set achievable goals. These resources foster critical consciousness, empowering organisations to take authentic climate action rather than relying on performative gestures. 

I wish these tools had been available when I embarked on earlier projects. Back then, I navigated without guidance, focusing on concepts that sounded compelling but lacked substance. Greenwashing, whether intentional or not, thrives in such conditions. With initiatives like Growing Climate Confidence, we now have the means to engage stakeholders transparently and foster genuine, measurable progress. 

Lessons for Action 

The Climate Action module in the Digital4Sustainability course provided valuable insights into how digital innovation can support both climate adaptation and mitigation. For Scotland’s third sector, this might involve adopting greener IT systems, encouraging the use of refurbished technology, or leveraging data to monitor and reduce emissions. Similarly, the Pollution Action module underscored the importance of managing e-waste responsibly, an area where the third sector can lead by example. 

By integrating these lessons, we can ensure that our digital transformation efforts are inclusive and sustainable. SCVO’s commitment to growing climate confidence complements this vision by equipping organisations with the tools to avoid greenwashing and engage authentically in climate action. 

A Call to Courage 

If we are to lead authentically in Scotland’s third sector, our focus must remain on transparency, accountability, and measurable impact. I encourage colleagues in the sector to explore the Digital4Sustainability Learning Path. This free, self-paced course is an invaluable resource for understanding how digital transformation intersects with sustainability goals. Combined with SCVO’s tools, it can inspire the courage needed to advocate for meaningful change. 

Neither I nor SCVO have been asked to endorse this course. I share my experience simply because it offers a starting point for organisations large and small to embark on their journey toward climate confidence. As we confront the dual challenges of greenwashing and digital inclusion, let us strive for authentic, informed action and ensure that our efforts leave a legacy of sustainability and integrity.