green washing

Is ‘Purpose’ the new Green Washing?

Ok, I know Silicon Valley is only made up satire, and surely people and companies don’t really do this, do they? Well, in the short time I’ve been on the west coast, I’ve seen both ends of the spectrum, from amazing companies who really deliver the positive impact that drives them, to those who know its what’s expected, and desperately reverse engineer a purpose, or higher calling into their vision and mission. The simple truth of it is, ‘if it ain’t there, don’t make it up’. People aren’t stupid, they see through this, no matter what you think or say, and social media can just smell this, miles away.