When myths are stories, with colourful characters, epic journeys and relatable heroes, they can be wonderful things – they can inspire, invigorate, and introduce new ideas. But when myths are just plain falsehoods, they’re not much use to anyone. In fact, when it comes to sustainability, environmental restoration and social justice, myths can be harmful. Myths based on misunderstanding can serve as excuses not to do more or ask more questions, when now is the time for action and invention.
Over the last two decades of working in sustainability, I’ve seen many myths make their way into the mainstream – some more problematic than others. These are three of the most pervasive and persuasive, and the truth behind them.Let’s start with a big one. People across the world say they want to buy ethically and sustainably – that they will