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Happy Earth Day! This episode is coming to you at a complex moment for sustainability—and for the professionals tasked with communicating it.
Sustainability author, consultant, and speaker John Pabon joins Stephanie to talk about why sustainability isn't losing steam; it's just evolved. From greenwashing to green hushing and from outdated scare tactics to radical transparency, John breaks down what's working, what isn't, and what communications professionals need to know right now.
Along the way, they get into why the "train has already left the station" on sustainability, the tactics you need to leave behind, and why radical transparency is your best crisis prevention strategy and growth opportunity. John also shares how to map your stakeholder groups in just 20 minutes, real-world examples from Atlassian and Patagonia, and where he sees sustainability heading in the next 10 to 15 years.
John's new book, Strategic Sustainability: A Pragmatic Blueprint for Responsible Business, is out globally now and in North America at the end of April 2026. Find it and more at johnpabon.com.
Connect with John:
TikTok: @johnapabon
Connect with Stephanie:
linkedin.com/in/stephanieapryor/
Show Notes:
Get the book! Strategic Sustainability: A Pragmatic Blueprint for Responsible Business
