Towards the end of 2021 Dr Bernhard Isopp authored an article in The Guardian on Why aren’t more bike firms tracking their environmental impact ? This was in response to Trek’s publication of its 2021 Sustainability Report . Sean Meager asks this environmentalism expert, are bike companies greenwashing, or is progress now tangible? Dr Isopp is a lecturer and researcher in the Department of Science, Technology, and Society at the Technical University of Munich. His work focuses on issues of sustainable mobility, in particular with regards to climate change and decarbonisation efforts. Interest piqued by Bernhard’s article, CI.N followed up to hear more about what he thought bike makers could be doing to increase their green credentials.
Our initial thought was that the piece in the press may be too hard on Trek who were among the first major bike manufacturer to declare sustainability intentions publicly. What sort of response did you receive?
I did acknowledge this in the piece and said they deserved to be credited for their report. Funnily enough, some of the comments I received online claimed that I was giving too much (and free advertising) to Trek. For my part, I think that any company that tries to leverage sustainability and climate change as part of their marketing approach demands close scrutiny. “Greenwashing” is a big problem, and a big company like Trek should be aware of this and not expect to get a free pass.
You suggest, quite rightly, that the footprint of a […]