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.

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.

If you’ve only been in this field for a few years, you’ve ridden a wave of unprecedented interest, investment, and action. It’s been the most ‘successful’ period in my career for landing major change. But now, as we hit backlash and uncertainty, it’s understandable if you feel disoriented. Maybe even scared.

So, what do we do now?

1. DON’T PANIC

This isn’t the first time sustainability has faced a backlash, an economic downturn, or a political push against progress. And every single time, we’ve figured out a way forward. We’ve done it before. We will do it again. The worst thing you can do now is freeze in fear or despair. Momentum only stops if we let it.

2. ADAPT AND REINVENT

The beauty of this movement? It’s adaptable. Over the years, we’ve renamed, restructured, and reframed ‘doing the right thing’ to fit the times. We’ve seen eras of citizenship, CSR, purpose and ESG. Language matters, and strategic evolution keeps us moving forward and meeting new needs.

So, if ‘ESG’ is under attack, maybe it’s time for another rebrand. Because ultimately, the work we’re doing—building a just, habitable, and thriving future—transcends labels.

3. KEEP GOING—NO MATTER WHAT

The biggest mistake right now? Stopping. Climate change doesn’t hit the pause button just because some leaders waver. We need to double down: work harder, dig deeper, and collaborate smarter. This moment requires resilience, not retreat.

Veterans in this space aren’t throwing in the towel because we’ve seen this cycle before. Too many people will tell you it’s over. That it’s time to scale back. Don’t believe it. Change only stops if we do.

4. CELEBRATE—LOUDLY AND PROUDLY

Sustainability work often feels like a constant uphill battle, but we need to reclaim joy as part of our strategy. Now, more than ever, is the time to loudly celebrate every win—every successful initiative, every target met, every milestone reached, every policy passed. Show the business sector that that sustainability is not just surviving; we’re still progressing, innovating, and solving problems.

Keep Going

I’ll be here, cheering you on, offering pep talks when needed, and using everything I’ve learned over the years to pivot, push, and persist. This is what we do.