How to Perform Greenwashing
The case study of fluor and the International Ski Federation (FIS)
A while ago, the FIS banned the use of fluorine in ski waxes at professional tournaments. I don’t know if this applies to recreational skiing (I guess not), but it’s a funny example of how greenwashing works in the modern age.
Now, I’m not an expert in skiing or the use of fluorine, so I turned to an expert, in this case, ChatGPT, to explain the core of the problem. Here’s what it said:
As of my last knowledge update in January 2022, there were concerns related
to the use of fluorinated ski waxes primarily from the perspective of
health and the environment. However, it's important to note that regulations
and industry practices may have evolved since then. Here are some of the
key concerns:
**Health Concerns:**
1. **Worker Health:** The production and application of fluorinated
ski waxes involve the handling of potentially harmful chemicals.
Exposure to these chemicals can pose health risks to workers in
the ski wax industry. Prolonged exposure to some fluorinated compounds
has been associated with health issues, including respiratory problems.
2. **Skier Exposure:** There were concerns that skiers and ski resort
staff could be exposed to fluorinated wax particles in the air or
through direct skin contact. While the concentration and extent of
exposure can vary, some studies suggested potential health risks
associated with these exposures.
**Environmental Concerns:**
1. **Water Contamination:** The application of fluorinated ski waxes
can result in the release of perfluorinated compounds into the environment.
These compounds can persist in water bodies and soil, potentially leading
to water contamination. This could harm aquatic ecosystems and potentially
affect human health through the consumption of contaminated water.
2. **Bioaccumulation:** Some per- and polyfluoroalkyl substances (PFAS),
which are used in fluorinated waxes, can bioaccumulate in organisms,
potentially entering the food chain. This poses environmental risks and
may also impact human health if people consume fish or other organisms
that have accumulated these compounds.
3. **Air Pollution:** The use of high-fluorinated waxes has been
linked to the release of volatile organic compounds (VOCs) when skiers
apply the wax and then heat it. VOCs contribute to air pollution, which
can have negative effects on both human health and the environment.
Due to these concerns, there has been a push for greater regulation
and a shift towards alternative ski wax formulations that are less harmful
to both health and the environment. Regulatory changes, along with
innovations in ski wax technology, aim to reduce the use of harmful
fluorinated compounds and mitigate their impact.
Please note that regulations and public awareness regarding the use
of fluorinated ski waxes may have evolved since my last update in
January 2022. It's important to consult more recent sources and stay
informed about the latest developments in this field to get the most
current information.So, yes, fluor is a problem.
However, the problem I have with this whole situation is how it was being advertised to the public.
“We can not ask for sustainability in one way and, in a second way, make such bad product,” Michel Vion, the president of FIS said at a press conference.
Again, fine. It is still progress, I guess. But never mind that skiing is probably one of the most environmentally questionable sports of them all.
First off, you need to shave an entire hill to make the slopes, cut down all the trees, deprive all the animals of their habitat, and flatten the surface with heavy machinery. Then you need to install all of the modern equipment, build restaurants, cafes, parking lots, and the rest of the infrastructure that is needed for hordes of people to come and enjoy their free time in pure nature.
Also, never mind that these people arrive with thousands of cars, often driving hundreds if not thousands of kilometers to get there. They also had to earn money to be able to afford all this, and we all know there are not that many sustainable ways to earn money in the first place.
In the case of FIS competitions, the whole caravan of skiers, coaches, doctors, nutritionists, therapists, sponsors, fans, and all the rest flies weekly from one place to the next, not only for the competitions but also for training and getaways. In the process, they not only burn a lot of (fossil) energy but also generate piles of trash and cause all sorts of environmental damage. At the end of the day, all of it is financed by not-so-environmentaly-friendly bunch of sponsors.
And now, the fluorine in the waxes is the problem.
This reveals the general strategy of greenwashing: find something that is indeed problematic but small enough not to disturb the big show and blow it out of proportion to make yourself look good for putting in the effort.
It is much more difficult to acknowledge that skiing is an unsustainable sport at the scale we are doing it today. It is even harder to do something about it. Most of us just want to keep the show going while at the same time we need something to feel good about ourselves in the face of the mental dissonance we sense in the background.
