Credit: Mass Critique
At a time of widespread greenwashing in every sector, Masse Critique serves as an example of the change that’s possible in the communications field. The Québécois non-profit collective is dedicated to transforming the communications industry through education and the co-creation of new standards, ensuring that communications and marketing become engines of ecological, social, and cultural change.
A Vision for Change
Valérie Vedrines, the driving force behind Masse Critique, launched the project after two decades in the marketing industry. Her experience — in retail, women's fashion, and other sectors — led her to question accepted norms and practices. "I felt a cognitive dissonance with my values," she says, explaining the industry has contributed to environmental degradation and social inequality.
"I felt a cognitive dissonance with my values," she says, explaining the industry has contributed to environmental degradation and social inequality...I wanted to be on the right side [of history],
— Valérie Vedrines, Founder & Global Head of Marketing and Sustainability, Masse Critique
With the belief that innovation and industry connections can help find a solution to the climate crisis, Masse Critique was born. The organization offers concrete solutions to help companies adopt sustainable marketing and communications practices, including free resources and training. Masse Critique has also founded a network that connects professionals at the forefront of sustainable marketing and includes access to tools such as the Carbon Calculator.
Collaborative Efforts and Impact
Masse Critique's journey began in Quebec and has since expanded to Ontario. Despite being a young business, the innovative organization has already made significant strides. With the help of other collaborators, they’ve successfully created the first map of local digital sustainable suppliers in Quebec.
“We do a lot of training on the type of media to create - and not to create,” offers Vedrines. The group also lobbies the government to create new regulations in marketing and communications. At the heart of their work, Masse Critique educates the industry on how to avoid greenwashing and local washing.
Searching for an example of an organization that walked the walk in sustainability, Vedrines came across Shorefast. “They were a great example, genius, so we reached out and asked, ‘Can we help? Can we do something?’”
When she received a response inviting the Masse Critique team to join the Economic Nutrition pilot, Vedrines was quick to accept. Collaborating with Shorefast would help Masse Critique learn how to best promote their authentic messaging and sustainable practices. The fortuitous opportunity was not one to be passed up.
Searching for an example of an organization that walked the walk in sustainability, Vedrines came across Shorefast. “They were a great example, genius, so we reached out and asked, ‘Can we help? Can we do something?’”
When she received a response inviting the Masse Critique team to join the Economic Nutrition pilot, Vedrines was quick to accept. Collaborating with Shorefast would help Masse Critique learn how to best promote their authentic messaging and sustainable practices. The fortuitous opportunity was not one to be passed up.
Valérie Vedrines (Credit: Mass Critique)
Tools for Success
Masse Critique faced few challenges implementing the certification. “We had all the information we needed [at our fingertips], and we have a good accountant,” explains Vedrines, “We just needed to make sense of it all, but it wasn’t a hard process.”
Economic Nutrition certification has already proven to be an important way to help recognize the collective efforts of their growing membership, currently numbering 3,500 practitioners. “It’s a great marketing tool that helps us communicate clearly how we contribute to the local economy,” Vedrines offers. “We hadn’t found an authentic way to say it before.”
Masse Critique's dedication to sustainable transformation in the communications industry is both inspiring and impactful. Through education, collaboration, and a strong volunteer spirit, they are paving the way for a more responsible and sustainable future.
And now, with Economic Nutrition, that future looks even brighter.
Economic Nutrition Partner Series
We launched a new blog series at Shorefast highlighting the partners of our first Economic Nutrition (EN) cohort. The inaugural program attracted organizations across Canada representing diverse interests, sectors and missions. But they all had one thing in common: a desire to uplift their community economies in more impactful ways. Being a part of the Economic Nutrition initiative was consistent with that mission.
How Economic Nutrition is Helping Masse Critique Pioneer Change in the Communications Industry
Published on January 5, 2026 by Shorefast Institute
At a time of widespread greenwashing in every sector, Masse Critique serves as an example of the change that’s possible in the communications field.
Read the article
Exploring Economic Nutrition: Hollyhock’s Commitment to Community
Published on December 15, 2025 by Shorefast Institute
Hollyhock, a retreat center located on Cortes Island, British Columbia, has been a cornerstone of the local economy and a beacon of transformative experiences for...
Read the article
