Professor Toby Miller is known for being one of the world's leading cultural studies scholars and theorists. He is currently a research professor in the graduate division at the University of California Riverside and the president of the Cultural Studies Association.

Miller challenges the authenticity of "going green" across many industries. His recent studies take a look at the ecological impact of culture and sports. Culture and sports are traditionally considered eco-friendly in comparison to the likes of manufacturing; however, Miller points out the ways in which these industries can contribute to environmental destruction.

A fan of sports and culture himself, Miller believes the voices of the fans can be extremely impactful in promoting change.  Miller recently released two new books–Greenwashing Culture and Greenwashing Sport–that delve into this phenomenon.

Reporter: Taylor Begley