"By skeptics. For haters."

Wine writer Joe Fattorini argues that traditional sustainability conferences are ineffective because they preach to the converted rather than changing behaviour. He highlights the 'sustainability paradox', backed by research, showing that aggressive sustainability claims often backfire with consumers, who either dismiss them as greenwashing or assume 'sustainable' means 'tasteless and expensive'. His point: if the industry wants real change, it needs to win over skeptics and critics, not just celebrate good intentions among believers.