Lessons from an Indigenous business leader about sustainability in a world of greenwashing

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Research by the European Commission in 2021 found 42 per cent of green claims made by businesses online were exaggerated, false or deceptive

Déjà Leonard is a copywriter and freelance journalist based in Calgary.

She owns an Indigenous lifestyle brand that produces an array of apparel, jewellery, home decor, fine art and wellness products. The business also gives back to non-profits supporting the Indigenous community and helps educate customers about the culture through its products. But there is an upside. Ms. Brillion said having an eco-friendly business can bring in more customers because people care about what type of companies they are buying from.

 

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Green energy doesn't exist. And we are mining our resources. We won't be buying Chinese junk that kills birds, bats and bees, starts forest fires, produces no amperage and which ends up in a garage dump after 10 yrs.

So does this business woman get all of the materials she needs to create her products from the land around her? If so, what does that do to the environment? If large corps did that-more American made=mining in US to produce. Is everyone ok w/that-or are they NIMBY?

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