Promoting sustainable living: A discussion with ecology expert Georgina Wilson-Powell
In today’s global landscape, sustainable living* has become more than just a buzzword – it’s a crucial aspect of consumer awareness. With 81% of consumers expressing a strong desire to see businesses contribute positively to improving the environment, there is a growing expectation for businesses to make sustainability a core value.
Georgina Wilson-Powell embodies this commitment through her career dedicated to making sustainable living accessible and impactful . Author of 3 books, including her latest '365 Ways to Save the Planet', a consultant, ambassador and sought-after expert, Georgina collaborates with various brands, charities and events to promote this topic.
In this interview, we talk about her career, changing sustainability trends, and she shares practical advice from her books and consulting work.
- From globetrotter to environmental advocate: what was the trigger that made you change careers?
Sailing between paradise islands and writing about the latest trends was part of my daily life as editor-in-chief of a travel and lifestyle magazine in Dubai. While this lifestyle seemed idyllic, it gradually awakened in me a growing awareness of my environmental impact.
Indeed, I was a big consumer of plastic water bottles and prepared meals in airports, and I was able to see the consequences of these practices firsthand, particularly during my travels in Asia and South America, where plastic pollution and environmental degradation are reaching alarming levels.
At the same time, I was fortunate to meet extraordinary individuals who devoted their energy to conservation and social action projects to combat these scourges.
Returning to the UK in 2014, I felt an urgency to act. It took me a few years to work out how best to contribute, and that’s how Pebble was born: a magazine dedicated to sustainability, exploring themes such as fashion, food and travel from an eco-conscious perspective.
The aim was to highlight positive solutions and changes that consumers can adopt to reduce their ecological impact.
- How has the concept of sustainable development evolved in recent years and what are the main trends shaping a sustainable lifestyle in 2024?
Unfortunately, the COVID-19 outbreak disrupted several important trends that were gaining traction in 2019. These included the shift away from single-use plastics, growing awareness of air pollution and the health impacts of microplastics, and the growth of organic and sustainable food and beverage brands. During the pandemic, these trends initially grew as people ordered more products to go home, but the ongoing cost-of-living crisis has hampered their continued growth. Financial and time constraints have made it difficult for people to engage and support sustainable practices in the way they once did.
More recently, there has been an increase in eco-anxiety and eco-exhaustion due to the inability to process information and its impact, which is so overwhelming and immense.
Another big trend is the rise of greenwashing. However, I think more and more people are spotting it. There are more laws to stop it and companies are starting to talk about long-term goals, science-based goals and not trying to pass everything off as sustainable and carbon neutral.
- You have written three books on sustainability. Could you share some key ideas or themes from your books that you think are essential for people wanting to adopt a more sustainable lifestyle?
In my workshops and talks, I focus on topics like data, fashion, and food because they are universal and easy to understand. These areas often offer solutions that don’t cost extra, making them accessible for immediate change.
Data is a great starting point for a conversation about the hidden carbon footprint of our digital lives. Many people don’t realize that the data centers that power our hyperconnected lifestyles have a carbon footprint comparable to that of small countries. For example, an email with an attachment generates about 50 grams of CO2, while an hour-long Zoom call with video enabled can produce about a kilogram. Simple actions like turning off your camera during video calls, avoiding unnecessary emails, and opting for phone calls instead of FaceTime can make a difference.
People are often curious about practical alternatives, such as whether dishwashers are more environmentally friendly than washing dishes by hand, or whether showers are more environmentally friendly than baths. These questions highlight the importance of making sustainable choices without having to adopt new technology or invest in new equipment.
One of my key findings is that most people really want to have a positive impact on the planet. They don’t want their children to live in an inhospitable world. However, they need fair information, delivered in a non-judgmental and sensitive way, including taking into account the financial impact. There also needs to be fairness; people want to see brands and governments take action and lead by example. Responsibility can’t rest solely on consumers. If it feels unfair, people are more likely to disengage from sustainability efforts.
- As a consultant, you’ve worked with a wide range of organizations. What are some common misconceptions you encounter when working with them, and how do you help your clients ensure their sustainability efforts are authentic and effective?
I think a lot of companies are looking for a silver bullet and underestimate the importance of consistent communication. I always tell my clients that without clear communication, consumers often assume the worst. If you don’t tell them about your sustainability practices, they’ll think you’re not doing anything. Today’s consumers are well-informed and want details, not just general statements like “we’ll be carbon neutral by 2040.” They want to understand how you plan to achieve these goals and often have more knowledge about sustainability than brands realize.
It’s not enough to publish an annual impact report or release statistics around Earth Day. Sustainability must be integrated into every campaign, marketing message and communications effort.
I also talk a lot about the importance of the concept of storytelling or narrative communication: How can we not forget it? And how can we build your consumers' loyalty to your brand around that?
It won't happen overnight, but in a world where brand loyalty seems very volatile, it should help keep consumers loyal to you for the long term.
- How do you imagine the future of sustainable living and what steps do you think individuals, businesses and society as a whole need to take to make it a reality?
To achieve carbon neutrality, we need massive societal changes and systemic shifts. We also need to make sure that everyone is included in this transition. It’s not enough to just focus on the middle class or those who can afford electric vehicles; we need to bring everyone on board. Additionally, we need to become more self-reliant and reconnect with nature. This includes educating ourselves on how to forage, grow our own food, and understand the natural world around us.
Our dependence on global food supply chains and external resources must be balanced by developing skills such as knitting, growing food and other self-sufficiency practices.
The pace of change must accelerate and we need bold thinking about what a net-zero emissions society looks like, ensuring equitable access for all to clean water, quality education, healthcare and other essentials.
Sustainability efforts often happen in silos, separated from social issues, but they should be integrated into them. For example, Paris is integrating nature-based solutions into city functions, and Amsterdam is on track to become the first zero-waste city. City-wide changes are particularly interesting because they are often at the forefront of innovative systems and approaches.
*Sustainable living refers to a set of choices and behaviors adopted by an individual or community aimed at minimizing negative impact on the environment, while promoting long-term social and economic well-being. This generally includes reducing consumption of natural resources, limiting waste production, using renewable energy sources, supporting local and sustainable products, and promoting a circular and equitable economy.
