From Greenwashing to Green Teams: Why Internal Action Matters More Than Corporate Promises

Introduction: When Corporate Climate Promises Disappear

If you’ve been paying attention (or even if you haven’t), you might have noticed something unsettling—some of the world’s biggest companies are quietly walking back their sustainability commitments. UBS, HSBC, and Standard Chartered, once big, bold champions of climate action are now reducing or delaying their climate targets. Oil and gas giants like Shell are slowing down renewable investments. ESG (Environmental, Social, Governance) investing was supposed to be the future of responsible business, but now, a lot of people are starting to question it.

The message is clear: corporate climate promises are unreliable. Economic pressures, shifting political landscapes, and investor pushback have led companies to scale back their green ambitions when it’s convenient. But does that mean sustainability is doomed in the corporate world?

Not on our watch! The real solution isn’t flashy pledges from the top, it’s sustainability from the inside out. Employee-led Green Teams can push for meaningful, lasting change from within. When corporate leadership falters in the face of political and economic turbulence, Green Teams can keep sustainability alive and kicking. And make a tangible impact, even in organizations that aren’t fully committed.

This blog will explore why Green Teams matter now more than ever, how to start one, and how they can create change, even when leadership is dragging its feet.

The Corporate Retreat from Sustainability

When Companies Put Profits Over the Planet

For a while, it seemed like every company was announcing a net-zero pledge or sustainability strategy. But now, we’re witnessing a corporate backpedal (and I can’t say we’re surprised).

• UBS and Standard Chartered have reduced their net-zero financing targets, citing "market challenges."
• HSBC has cut back on green lending programs, scaling down commitments to renewable energy financing and delaying targets by 20-years.
• Shell has quietly abandoned plans to reduce oil production, reversing previous climate commitments in favour of shareholder profits.
• BlackRock, once a leader in ESG investments, has started downplaying its sustainability strategy due to political and investor pressure.
• Automotive companies like Toyota and Ford have slowed their transition to EV production, citing high costs and uncertain demand.

What gives?

The short answer: Money.

Sustainability, while nice for brand image and the occasional LinkedIn applause, doesn’t always yield immediate profits. And in times of economic uncertainty, companies go into survival mode. The result? Climate commitments turn into vague intentions. ESG becomes "Too complicated." Sustainability officers become "redundant."

Why This Matters

Corporations follow money, not morals. When sustainability is profitable, they promote it. When economic pressures rise, sustainability gets cut. This is why employee and consumer pressure matters. Green Teams can create internal momentum that holds businesses accountable and ensures sustainability doesn’t get pushed aside.

Moreover, history has shown us that corporate sustainability is often cyclical, when financial struggles hit, environmental commitments are the first to be sacrificed. Without internal accountability, businesses will continue making and breaking promises as they see fit.

Why Employee-Led Sustainability Still Matters

Even when corporate priorities shift, employees can drive real sustainability progress from within.

A Green Team is a small group of employees who champion sustainability inside a business. Employees which can influence workplace policies, procurement, and office behaviours.

They’re the ones pushing for:

• Switching to energy-efficient light bulbs
• Getting rid of single-use items wherever possible
• Setting up recycling stations that actually get used
• Cutting unnecessary waste (like printing)
• Convincing someone in Finance that yes, we do need the motion-sensor lights

But do they work?

YES.

In fact, some of the most impactful workplace sustainability shifts have started with grassroots action. One passionate employee says, "Hey, why are we using disposable coffee cups every day?" Fast-forward six months, and the company has cut waste, saved money, and improved morale.

It’s not just about good vibes either. Green Teams:

• Reduce operational costs through waste, energy, and water savings.
• Engage employees by giving them a mission they can actually believe in.
• Future-proof businesses for upcoming regulations and changing consumer expectations.

So while executives are busy rewording their ESG statements, Green Teams are out here getting it done.

How to Build an Effective Green Team

Green Teams don’t need to be formal sustainability departments, they just need passionate people willing to make change. Here’s how to start:

Step 1: Find Your Champions

Chances are, someone in your company already cares. A LOT. These are the ones bringing their own reusable mugs and turning off the lights in meeting rooms. Find them.

Pro tip: They’re not always in obvious roles. Your best Green Team champions might be in operations, HR, or facilities. They don’t need sustainability degrees, just enthusiasm and a smidgen of environmental awareness.

Step 2: Get Leadership Buy-In

Sell it like a boss: frame sustainability as a business advantage (because, spoiler alert, it is). We’re talking cost savings, boosted efficiency, and employees who actually care about showing up. Speak their language. A simple business case like, 'Reducing waste can save the company X per year.'

Want leadership buy-in? Show them how going green boosts the bottom line, not just the planet.

Step 3: Set Clear Goals

Don't start with "Become Net Zero by 2027. Because hello snooze-fest, I’m already checked out. Start with:

• Reduce food waste in the staff kitchen by 30% in 3 months
• Get 100% of departments recycling properly by next quarter
• Cut energy use by 10% through lights, equipment, and behaviour

These are achievable. Measurable. Impactful.

Step 4: Make It Fun (No, Seriously)

Green fatigue is real and nobody is getting excited over another boring memo. So make it engaging:

• Run department challenges (“Which team can save the most energy this month?”) because who doesn’t love a bit of friendly competition?
• Use visuals – think progress charts, before-and-afters, and shameless celebratory photo updates.
• Celebrate every win, even the tiny ones. (Saved a tree’s worth of paper? Throw a party.)

And whatever you do, keep talking about it! Post updates in your staff newsletter, Slack, carrier pigeon... whatever you use. Keep the momentum going!

Leading a Green Team: Challenges (and How to Outsmart Them)

Running a Green Team is exciting, but let’s be honest, it’s not all high-fives and reusable coffee cups. You’re going to hit a few bumps along the way. Here’s what to expect (and how to roll with it):

Common Challenges & How to Tackle Them:

• Lack of engagement: Sell sustainability like an opportunity, not another thing to add to their to-do list. (Nobody’s motivated by guilt.)
• Leadership resistance: Hit them with the hard data. Before-and-after waste audits, energy savings, actual results. Numbers > buzzwords.
• Limited budget/resources: No problem. Start with low-cost wins like ditching paper waste or swapping in energy-efficient lighting. (Small wins = big momentum.)

Best Practices for Green Team Leadership:

• Lead by example. Want people to turn off the lights? Start by turning off yours. (And maybe unplugging that one unused printer while you’re at it.)
• Get everyone involved. Pull in different departments, because it’s everyone’s planet therefore it’s everyone’s job!
• Stay flexible. Try new ideas, celebrate what works, tweak what doesn’t. Sustainability’s a journey, not a one-and-done project.

What Green Teams Have Actually Achieved

Still not convinced? Let’s throw some proof your way.

• Hotel Claregalway: Implemented a Green Team, tracked KPIs monthly, and cut water use by 35%, food waste by 27%, and energy by 10% in less than two years. They now hold a global sustainability certification.
• O’Donoghue Ring Collection: After launching a Green Team and completing sustainability training, they introduced metering and data tracking that led to improved energy efficiency and significant cost savings across their hotel group.
• Mount Brandon Cottages: A small business with a big impact—after forming a Green Team and using our tools to monitor usage, they cut their water and electricity use in half and achieved zero food waste, all while engaging guests in the process.

These weren’t massive budget projects. They were employee-driven, data-backed initiatives that got off the ground without waiting for top-down directives.

Conclusion: Be the Green You Want to See

If you’ve made it this far, chances are you already give a damn and we love that!

Here’s the thing: Corporations will say whatever they need to say. And when the going gets tough? Sustainability is usually the first thing conveniently tossed overboard.

But internal culture? That’s a lot harder to cancel. And real change starts with you.

Green Teams matter because they prove sustainability isn’t just about carbon credits and shiny PR statements, it’s about real people making real changes in real workplaces.

Start small.
Start scrappy.
Just start.

Because action beats empty promises every single time.

Need a hand getting started?

Book a free discovery call with our team! We’ll help you figure out your next best step—whether that’s kicking off a Green Team, measuring your business impact, or diving into one of our fully online sustainability training programmes!

We’ve got practical tools, expert support, and zero greenwashing—just real action for a greener future.

Because hey, if corporations are going to talk the talk, let’s make sure someone walks the walk.

About the Author

Kiri Spanowicz is the Communications Officer at Fifty Shades Greener, bringing a blend of sustainability knowledge and a spirited approach to her content. With a background in marine biology and years as a scuba diving instructor, Kiri leverages her deep appreciation for the natural world to advocate for environmental education. She is dedicated to crafting content that is not only fun and cheeky but also richly informative—believing that learning about sustainability should be as entertaining as it is enlightening. Her work, aimed at making environmental awareness engaging and accessible, has been recognized across various platforms. Follow Kiri's journey on LinkedIn or through the Fifty Shades Greener blog for a lively take on transforming both business practices and personal habits for a greener future.