GREENWASHING: A Conversation Between ASBN and ALLBIRDS
In-Person Member Event
San Francisco, CA


Join us for a discussion on GREENWASHING between the American Sustainable Business Network and Allbirds.

“Greenwashing” is the act or practice of making a product, service, organization, or policy appear more environmentally-friendly or less environmentally harmful than it actually is.

When companies greenwash their products and reputations, they’re creating the false or misleading impression that the use of such products and/or support of those businesses makes a meaningful contribution to environmental progress and ecological sustainability. Sometimes this perception is inadvertently created. More often, it’s a deliberate attempt to exploit public concerns for the purpose of enhancing profits and/or deliberately direct attention away from ongoing crimes against the planet.

In this discussion, you’ll learn where greenwashing comes from, what it looks like, and how to avoid it.


Jeffrey Hollender (CEO & Co-Founder, American Sustainable Business Network; former CEO & Co-Founder, Seventh Generation)

Jeffrey Hollender is CEO and co-founder of the American Sustainable Business Network, which through its national member network represents more than 250,000 businesses in a wide range of industries. He was co-founder and CEO of Seventh Generation, which he built into a leading natural product brand known for its authenticity, transparency, and progressive business practices.

Hollender was also the founder of Sustain Natural, that develops and markets sustainable feminine care products for women; and a strategic advisor and former Board Chair of Greenpeace US. He is currently an Adjunct Professor of sustainability and social entrepreneurship at the Stern Business School, New York University. He is also the author of his seven books, including most recently, “The Responsibility Revolution: How the Next Generation of Businesses Will Win and Planet Home.”

Hana Kajimura (Head of Sustainability, Allbirds)

Hana Kajimura leads sustainability at Allbirds, pushing the brand to integrate environmental and social sustainability into all aspects of the business including product, supply chain, and operations. She also shapes Allbirds’s innovation narrative and storytelling, translating sustainability initiatives into engaging consumer-facing stories. Prior to joining Allbirds, Hana worked in management consulting at Bain & Company, advising Fortune 500 clients across industries including technology, healthcare, private equity, and energy. Hana has also worked with Google X and Environmental Defense Fund on clean energy projects.

Stephanie Erwin (VP of Impact, Strategy & People, American Sustainable Business Network)

Stephanie Erwin (she/they) oversees ASBN’s strategy across its core functions and multi-issue portfolio, matching resources and capacity to long-term impact. She also leads the working group and strategy for the Circular Economy at ASBN. Over the course of her career, Stephanie has worn many hats as an entrepreneur, a strategist, and an analyst, focused on designing and scaling sustainable systems after years of working in the fintech, consumer, and nonprofit sectors. Stephanie holds an MBA in Sustainability specializing in Circular Value Chain and Impact Finance as well as an MS certificate in Environmental Policy from Bard College. She is also a co-instructor in Entrepreneurship at the Bard MBA in Sustainability Program.

* This event is exclusive to ASBN Members and Hanson Bridgett staff and clients only*

Hosted by Hanson Bridgett

Contact ASBN to Register