In this episode of The AI Grapple, Kate VanderVoort (Founder of the AI Success Lab) is joined by sustainability author, consultant, and speaker John Pabon to explore one of the most pressing and uncomfortable questions facing AI adoption today: its impact on the environment, trust, and society. With more than 20 years working across public policy, consulting, and sustainability strategy, John brings a calm, pragmatic voice to a conversation often dominated by fear or hype. Together, Kate and John unpack what businesses actually need to consider as AI becomes embedded into operations, reporting, and decision-making. Meet the Guest: John Pabon John Pabon is a sustainability expert with a background spanning the United Nations, McKinsey, AC Nielsen, and a decade living and working in China. He is the author of Sustainability for the Rest of Us: Your No BS 5 Point Plan for Saving the Planet* and is widely known as Australia’s only independent greenwashing expert. John works with organisations to move sustainability out of marketing spin and into real, strategic action, with a strong focus on transparency, governance, and trust. The Environmental Impact of AI: What We Know and What We Don’t One of the most common concerns Kate hears in AI training sessions is about energy use, data centres, and AI’s carbon and water footprint. John explains why these concerns are valid, particularly when it comes to the rapid expansion of data centres and the resources required to cool them. At the same time, he cautions against alarmist thinking. AI’s environmental impact is still being measured in different ways, and the technology is evolving quickly. The bigger challenge right now is uncertainty — and the pressure on companies to scale AI fast while still meeting sustainability targets. Sustainability Is More Than the Environment A key theme in the conversation is that sustainability is not just about emissions or energy use. John emphasises the importance of the social and governance sides of sustainability, especially as AI becomes more influential in reporting, decision-making, and communication. From fabricated reports to unverified claims, AI introduces new risks when expertise is missing. This is where governance, oversight, and what Kate calls “expert in the loop” become critical to avoid misinformation and reputational damage. Greenwashing, Greenhushing, and AI John breaks down greenwashing in simple terms: when organisations use the language of sustainability without the substance to support it. He explains why AI creates fresh opportunities for greenwashing, particularly when companies make vague or exaggerated claims about “responsible” or “sustainable” AI without evidence. The conversation also introduces the idea of greenhushing — when companies say nothing at all out of fear of getting it wrong. John argues that silence erodes trust just as much as misleading claims, and that openness, honesty, and progress matter more than perfection. Can AI Support Sustainability Instead of Undermining It? Despite the risks, John is clear that AI also holds real promise. From supply chain traceability to emissions reporting, AI can help businesses understand what is actually happening inside their operations — especially where sustainability impacts have traditionally been hard to measure. Used well, AI can support better decision-making, reduce inefficiencies, and help organisations focus on what truly matters rather than chasing trends. Trust, Transparency, and Consumer Backlash As public awareness of AI grows, Kate and John discuss the very real possibility of consumer backlash, particularly when AI use conflicts with a company’s stated values. John stresses that trust is built through transparency — explaining not just what a company is doing with AI, but why. People don’t expect organisations to have all the answers. They do expect honesty, clarity, and a willingness to take responsibility. Regulation, Education, and Personal Responsibility The episode also explores the uneven global approach to AI regulation, from Europe’s safety-first stance to America’s innovation push. John and Kate agree that education has not kept pace with adoption, leaving many people unsure how to use AI responsibly. John shares how he personally uses AI as a thinking partner in his consulting work, while remaining cautious about outsourcing expertise or creative judgement. Both emphasise personal responsibility — how individuals and organisations choose to engage with AI matters. A Hopeful Look Ahead The episode closes on an optimistic note. John shares his vision of a future where sustainability is so embedded into business that every purchase becomes sustainable by default. In that future, AI plays a supporting role — helping organisations get there faster and more effectively, without leaving people behind. Connect with John Pabon To learn more about John’s work, visit https://www.johnpabon.com Social Media Links: TikTok/Instagram: @johnapabon LinkedIn: https://www.linkedin.com/in/johnpabon
