Nadine Maarhuis: “We have the power to make a positive difference. It’s something our society seems to have forgotten”

Why did you feel the need to write The Green Action Guide?

“First and foremost, I wanted people to realise that they can make a difference – because the times we’re living in demand it. Too often, people think, ‘Everything is falling apart, and there’s nothing I can do.’ This frustrates me, especially since those benefiting from the status quo are eager to convince us we don’t have the ability to influence major systems like the economy. But after eight years of writing about ecological change, I’ve found the opposite to be true. 

Secondly, it felt as though this book was already written – I just had to put pen to paper. That was a new experience for me. I’ve contributed to books before, but those always felt somewhat removed. This time, I was able to tell my story, so the writing flowed naturally.” 

Was this action guide inspired by your own personal journey?

“Largely, yes. When I first started writing about these topics, there were many things I wasn’t doing – or issues I wasn’t even aware of. For instance, eight years ago, my husband and I still bought all our groceries at a mainstream supermarket near our home in Amsterdam. At the time, I had no idea what biodynamic farming was or how pollination worked, let alone why these things mattered. So the journey I’m inviting others on is very much a journey I’ve embarked on myself as well. You interview people, learn things, become inspired – or frustrated – and gradually you integrate that knowledge into your own life.”

How did you get involved in this?

“As a child, I often felt things could – or should – be different. When I was eight, for instance, I told my parents I didn’t want to eat meat anymore. I was always happiest outdoors and whenever the World Wildlife Fund was looking for supporters, I would empty my savings jar. So I always believed change was possible, even when the adults around me would say, ‘That’s just the way things are.’ 

Whilst studying Sociology, I discovered that the seemingly unchangeable structures around us – from gender to the economy – are in fact human-made. So nothing is set in stone and everything is changeable. That was a real eye-opener for me. During the end of my studies, I started interviewing ecological entrepreneurs during an internship at Impact Hub, and those stories got picked up by other media, which is what led me to journalism. It reconnected me to my childhood love for nature, animals, biodiversity, and ecology.”

You emphasise what individuals can do. But isn’t this focus on personal responsibility often used by companies and governments as an excuse to not change themselves?

“This definitely happens, and of course governments and businesses need to change, along with the laws, regulations, and subsidies that support the status quo. It’s mind-boggling that this hasn’t happened yet, given the overwhelming scientific evidence. But at the same time, there’s so much we can set in motion ourselves. Even in a small garden, you can create an oasis for biodiversity, changing the lives of countless beings. And if you shop at a farmer’s market, directly supporting organic and regenerative farmers, you’re backing a crucial movement. Plus, it also makes you a lot happier and healthier, and less hopeless.”

You’re known for your optimism, but you’re also a sensitive person. How do you cope with the ecological destruction around you? 

“At times, I make a conscious decision to not let it overwhelm me. For instance, if I come across another devastating report about climate change or biodiversity loss, I might decide to give it a miss, or at least not read it during the weekend. Similarly, I skip certain documentaries after having seen the trailer, regardless of how important I think they are. Some people take a different approach; they completely immerse themselves in all the negative information and let it fuel their activism, which I truly admire. But personally, I know it would destroy me.

Furthermore, I also believe I have a different role to play. I’ve written The green action guide, but as a human being, I also aim to be that guide, taking people by the hand towards an ecological society. That works better if you adopt a constructive approach.”

Out of all the people you’ve interviewed, who has had a profound impact on you? Who are your heroes? 

“One memorable encounter was with doughnut economist Kate Raworth in the Dutch city of Utrecht, where I was living at the time. As we walked through Hoog Catherijne, the shopping mall adjoining the central station, I found myself staring at the ceiling in an attempt to avoid the overwhelming displays of consumerism around me. I told her how much these expressions of ecological destruction were weighing me down, and she responded: ‘Keep doing what you’re doing, because systems rest on top of stories, and by changing the story, you’re changing the system.’ This made me realise I was on the right track. 

I also deeply admire people like Vandana Shiva, Anne van Leeuwen and John D. Liu, who embody the ecological worldview with every cell of their being, and who demonstrate that change is possible on a large scale. Simultaneously, I will never forget the interviews with people who explain what steward-ownership entails, or how we can grant rights to ecosystems. These are the visionaries who manage to find solutions that we can apply within the current system and that, concurrently, turn that system on its head.”

Do you have any tips, based on your experiences, on where people can start?

“Personally, me and my partner started with food, because we love eating and have always been health conscious, so it was a logical first step. Also, when you focus on food, it sets off a ripple effect, because it shifts your perspective on waste too, leading you to reconsider your possessions, since everything you own eventually becomes waste. It’s like a green domino effect. So we began by eating more pure, homemade and plant-based and over time we added organic and local to the mix. Along the way, you physically start to feel, ‘Yes, this works!’, which motivates you to keep going. After all, we are nature. 

The most important thing is that you take steps that excite you. Maybe it’s swapping the tiles in your garden for organic and native plants. Maybe it’s going to the farmers’ market. Or maybe it’s giving Mother Earth a vote in the boardroom of your enterprise. Whatever it is, start with what makes you tick. Then the rest will follow.”

In essence, you say: start small, with something close to your heart…

“Yes, although it can also be worthwhile to challenge yourself from time to time. I remember reading a book on minimalism, which said: ‘You can either achieve wealth by earning a lot of money, or by simplifying your life to create space for everything that is valuable to you’. I read this in a little tent somewhere in the mountains of Portugal, and it felt like a revelation. It might sound simple, but at the time, it was a profound shift. When we came home, I turned our entire house upside down, meticulously sorting through every drawer and reassessing each item we owned, including my husband’s ‘one-day-I’ll-need-this’ treasures. Since then, we’ve embraced a much more minimalist lifestyle, which eventually led me to stop buying new things altogether, and launch the ‘Buy Nothing New Challenge’ together with Elisah Pals, which currently has 10,000 participants. 

Initially, challenges like these can create friction. However, after a few months, the superficial urge to consume starts to dissipate, which allows you to uncover why you were buying things in the first place – whether you were trying to boost your self-esteem or temporary escape from a tough day. So giving yourself a push in the right direction can shift your perspective. It makes you realise what truly matters.”

In your book, you write: ‘We don’t need a small number of people living perfectly green lives, but rather many people living imperfectly.’

“I realised how crucial this is during the ‘Buy Nothing New Challenge’. At first, many people were reluctant to join, because they worried they might not make it through the entire year. Because that’s the challenge, to refrain from buying new stuff or clothing for twelve months. But of course, it’s not about achieving perfect minimalism; it’s about shifting our perspective on consumption. 

Striving for unattainable ideals – be it a perfect vegan or zero-waste lifestyle – can burn you out, leaving you unable to make a difference. But if we all do our best 70 or 80 percent of the time, within our means, the cumulative effect would be substantial. And it doesn’t need to be grand or dramatic. Even small actions, like organising a clothes swap party with friends or choosing a sustainable bank, matter. These are changes you can implement today.” 

If you allow your imagination to roam freely, what would the ecological society look like? 

“In a true ecological society, all life can thrive. It’s built upon a few core principles, that I refer to as ‘the five pillars’: regeneration, ecological equality, wellbeing, locality, and togetherness. In short, this means that as human beings, we restore all life around us, we treat all living beings as our equals, we prioritise the wellbeing of all those beings, and we come together on a local level to do this. 

Togetherness is especially crucial. As changemakers, we must come together and support one another. Too often, the conversation tends to focus on what’s not perfect yet, or on the details that we disagree on, especially on social media. Whilst we’re all striving to put ecology at the heart of what we do. Do you know how much perseverance and courage that takes? Instead of criticising each other, we should celebrate our shared commitment, support one another, and – if needed – keep each other in check in a constructive way.”

Completely different question: why do you capitalise ‘Earth’? 

“Why would my surname, Shell, or the Netherlands be capitalised, but not the source of all life? It just doesn’t make any sense to me. The likelihood of us ending up on a planet with an oxygenated atmosphere, fresh water, biodiversity, and fertile soil is incredibly small. We live in paradise, and yet we refer to it as ‘earth’, as though it’s nothing more than mere soil. Although, come to think of it, the soil really deserves a capital too…” 

This is your third book. You’ve written numerous articles, conducted many interviews. What are you most proud of?

“Of course, I’m proud of this book, because it encapsulates everything I’ve done over the past eight years. But I’m also proud of the fact that my partner and I express our love for the Earth on a daily basis, both personally and professionally. It’s definitely not perfect, but we do what we can, which by the way doesn’t feel like a sacrifice, but an enrichment. The only thing we now buy at the regular supermarket, is toilet paper. And as soon as we step inside, I find myself thinking: ‘When can we leave?’ I’d much rather spend time at the local farmers’ market.”

What is the main thing you hope people will take away from your book?

“That as humans, we are inherently regenerative and have the power to restore nature. Many people think they can only cause harm, or even believe the Earth would be better off without them. It shows how deeply we’ve internalised the destructive system. Whilst we can restore the soils, enhance biodiversity, bring back the forests, rejuvenate rivers… This realisation has been lost in our society. We work too much, scroll endlessly, our bodies ache, but we remain blissfully unaware, because we’re trapped in our heads. Our human nature is being suppressed and, as a result, we suppress Mother Nature. We need to reverse this process and regeneration is a way to do so. It offers a path back to what fundamentally makes us human.” 

Final question, for your inner sociologist: what’s the biggest societal change you’ve observed during the past eight years? 

“Although we still have a long way to go, on a societal level, the desire for change and the recognition of its importance are growing. Eight years ago, eating vegan or using natural care products was considered unusual. The main focus was on climate change, and the biodiversity crisis for instance was receiving much less attention. Now, more people recognise the interconnectedness of all the ecological crises. It’s not a coincidence that issues like pesticides are getting more attention as we acknowledge their harmful effects on our health, the soil, and pollinators. Now, it’s time for the next step: we know which behaviours are problematic, so what are the consequences of this realisation? For governments and businesses, but also for ourselves. This brings us back to green actions – to taking that first step and discovering a whole world of ecological solutions.”