Russel Norman

The world catches on to New Zealand’s shameless greenwash

by Russel Norman

It looks like the rest of the world is catching on to New Zealand’s dirty little secret: we trade off our “clean green” “100% pure” image, when in fact our environmental record has been anything but.

I guess we were hoping our export partners and potential tourists wouldn’t notice, but it just got pointed out in this Guardian article, which gives

the prize for the most shameless two fingers to the global community to New Zealand, a country that sells itself round the world as ‘clean and green’, but has increased greenhouse gas emissions by a whopping 22% since signing up to reduce them at Kyoto.

The author, Fred Pearce, is frankly incredulous that we can get away with this. He’s particularly outraged that New Zealand has a reputation for “global leadership in tackling climate change, when the country’s minister in charge of climate negotiations, Tim Groser, has been busy reassuring his compatriots that ‘we would not try to be ‘leaders’ in climate change’.”

The article doesn’t make for nice reading for any patriotic Kiwi, but while it may be harsh, there’s a lot of truth in it.

“Brand New Zealand” is one of our greatest assets, and we’re rightly proud of our international reputation for being a small but effective country that punches above its weight in the international arena. But if we are going to add our environmental image to that brand, it needs to be authentic, and it needs to stand up to scrutiny.

On climate change, it plainly doesn’t. We risk grossly undermining our national image if we don’t pull our socks up and commit to a meaningful reduction in greenhouse gas emissions.

Given our heavy reliance on dairy exports and international tourism, both of which depend on the integrity of “Brand New Zealand”, this is a risk we can ill-afford to take.

Published in Environment & Resource Management | Media | Society & Culture by Russel Norman on Fri, November 13th, 2009   

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