DEBATE

Greenwashing is using baseless claims to enhance one’s image. It is in the interest of the ecological transformation in mountains that this be avoided in order to be efficient and not be open to attack. This is a plea for a truthful and cross-disciplinary transition.

Already in 2013, faced with growing reports, the French Environment and Energy Management Agency (ADEME) published an anti-greenwashing guide, subtitled “A short guide to self-evaluate your communication messages”. This shows that the trend towards greenwashing, or giving companies, services, or products a falsely ecological image is not new. economy, even though they are both virtuous actors and unconscious protagonists. “I am not in favor of such a black-and-white view. It is much more nuanced. We are all full of paradox.” Michaël Ruysschaert, General Manager of the Savoie Mont-Blanc Agency, also shares this view. “It’s an almost schizophrenic subject, because we talk about sustainable tourism while we have the two largest ski areas in the world”. Proof that the subject is inherently complex.

In the mountains, a natural area by definition, greenwashing is not your friend. Climate change and the urgent need to move forward collectively require a truthful transition. “I’m not worried,” admits Camille Rey Gorrez, director of the Mountain Riders association, which created the Flocon Vert label. “What greenwashing there is, is mostly involuntary and caused by a lack of awareness of the issues. But there is such a need for transparency that it will disappear anyway.”

Taking on the challenges inherent to the transition while avoiding the pitfalls of greenwashing, will require acculturation on the part of mountain players. “This is where our support comes into play,” explains Nathalie Saint-Marcel. “The ecological impact studies of projects and control methodologies are a recent development where constant progress must be made.”

“However, even if there has been some greenwashing, or even ignorance, we now know how mountain sports contribute to opening up previously closed areas,” says Nathalie Saint-Marcel, deputy director of Cluster Montagne. Even worse would be to pit ecology against

Transitioning to truth requires transparency, both in word and deed. “Transparency is already saying that the transition will be difficult and painful, that there will be mishaps, and the challenge will be to mitigate them.” says Camille Rey

Gorrez. Clearly communicating on one’s environmental strategy, developing management tools, measuring results, relying on the implacability of scientific discourse—these are all arguments to be used against greenwashing. This is where the 16 eco-commitments established by Domaines Skiables de France fit in. “We have taken quantifiable figures to avoid accusations of greenwashing,” explains Alexandre Maulin, chairman of Domaines Skiables de France (DSF), which is aiming for carbon neutrality by 2037.

If there is one statement that brings everyone together in the great debate on transition, it is that action must be shared. There is everything to be gained by relying on collective intelligence and its diversity of viewpoints to sustainably reformat models without giving in to greenwashing. Behind this lies the notion of governance. “Changing the business model requires courage, especially in decision-making. We are touching on the issue of governance,” explains Armelle Solelhac, founder of the agency Switch Consulting. It’s a debate within the debate, but governance is nevertheless an essential subject. “Co-building means distributing roles,

DEPUTY DIRECTOR OF THE MOUNTAIN CLUSTER

with attributions and scopes for decision-making,” adds Camille Rey Gorrez. Undoubtedly, the mountain ecosystem has the talent within its ranks to play collectively and build a sustainable future. “This is our vision,” says Nathalie SaintMarcel, referring to the Cluster’s manifesto for a vibrant, innovative, caring, welcoming, and low-carbon mountain.

Finally, isn’t being aware that not everything can be 100% green the last argument against greenwashing? “All human activity has an impact,” says Nathalie Saint-Marcel. When talking about hydrogen, the question of its renewable production, transport, and storage comes to the table, as it also does for photovoltaics, life cycle, and recycling of panels. Mountain Riders director warns: “These technologies are just replacement for others. They are of course interesting, but they must be integrated into a well thought-out and regional strategy if we want to avoid repeating past mistakes. The real poor relation of the mountain transition is human resources.”

DIRECTOR OF ATEMIA “It is important to warn about greenwashing when talking about transition. On the one hand, the population has reached a high level of awareness on environmental issues, and on the other hand, there is an urgency to act. These two factors force people to speak out, but they also risk opening the door to and over-evaluation of their message for fear of being judged guilty. It is therefore in our interest to act before communicating: Move forward on measurable structural actions, be transparent and factual, and continue to innovate and co-build. The transition will inevitably go through a chaotic phase in which it will be necessary to bring calm to the debate and learn to work together. Cooperation is one of the safeguards against greenwashing. Transiting is also about changing perspectives and learning to do better with less. I believe more in valuing progress through well-being, health, etc. than in economic indicators, simply because infinite growth in a finite world is no longer possible. However, there is genuine optimism in imagining the ecosystem of tomorrow and bring people and companies together to activate levers. By making the subject of transition a means of action rather than a marketing tool, we will never fall into the greenwashing trap.”

DEPUTY DIRECTOR OF CLUSTER MONTAGNE “The transition into truth is already admitting one’s own contradictions and going beyond the stage of injunctions. All human activity has an impact, and we won’t be able to do business on a dead planet. The challenge is to be part of a process of continuous improvement in order to design a more sober, innovative, caring, low-carbon, and economically nourishing future. Doing better with less, talking to each other, listening to each other, accepting the pitfalls, mixing solutions because there is no magic ingredient: That’s what it’s all about. We have 10 years to try to slow down climate change, and then 20 years to try to do better.”

DIRECTOR OF THE MOUNTAIN RIDERS ASSOCIATION “If you take responsibility by acknowledging what works and what doesn’t and measure your results, then greenwashing can’t exist. It starts here: Say it out loud, stop claiming and start acting by building together. Transition is a matter of shared governance where we agree to make room for one another. We have no choice but to act collectively, anticipating mishaps with a positive outlook because there will be some. I believe that we must accept to talk about sobriety and degrowth, and to leave behind the logic of opportunity. In view of the climate emergency, the next decade will be decisive.”

FOUNDER OF SWITCH CONSULTING “I am quite hopeful about the transition that is taking place, although I know that it will be difficult and progressive. Changing the business model requires courage. We are touching on the issue of governance. There is a growing maturity on these issues due to a new generation of elected officials who have a different relationship with politics, democracy, CSR, and sustainable development. The economy is no longer the only judge. The ability to reinvest in the territory and to showcase its heritage and expertise are also strong indicators. In order to make a sustainable transition, each mountainous region will have to find their own personality: Whether they base it on services offered, tourism of outdoor spaces, offering hyper-specialized or hybrid experiences, offering hybrid accommodation, or even helping guests reconnect with what they have always loved about mountains.”