Title: Environmental Activism and Global Spectacle: Greenpeace’s Protest at the 2026 Winter Games in Milan
Abstract
This paper examines the environmental protest staged by Greenpeace in Milan on February 5, 2026, during the arrival of the Olympic torch for the 2026 Winter Games. By analyzing the event through the lens of environmental activism and global governance, this study explores the intersection of civil society, large-scale international events, and climate justice. It evaluates the motivations, tactics, and implications of Greenpeace’s demonstration, situating it within broader trends of environmental protests at global spectacles such as the Olympic Games. The paper argues that such protests serve as critical mechanisms for challenging the environmental costs of global events while highlighting tensions between activist agendas and institutional priorities.
- Introduction
The 2026 Winter Olympics, co-hosted by Milan and Cortina d’Ampezzo, Italy, represent a significant global event with profound environmental and socio-political implications. As the Olympic torch entered Milan on February 5, 2026, environmental group Greenpeace staged a high-profile protest near the Duomo di Milano, deploying a symbolic installation to critique the Games’ environmental ethics. This paper investigates the protest’s context, objectives, and broader significance, emphasizing the role of civil society in holding global institutions accountable for their sustainability commitments. By framing the protest within the history of environmental activism at international sporting events, the study underscores the strategic importance of co-opting global spectacles to amplify climate concerns.
- Literature Review
2.1 Environmental Activism and International Events
Environmental activism has increasingly targeted global events such as the Olympic Games, which are often criticized for their substantial ecological footprints. Historical case studies, including protests at the 2012 London Olympics (Dovey & Osborn, 2013) and the 2018 PyeongChang Games (Kim, 2020), reveal recurring themes: the commodification of climate discourse and the tension between institutional branding and activist critiques.
2.2 Greenpeace’s Tactical Repertoire
Greenpeace has long employed symbolic direct action, such as the “Carbon Bomb” protests (2015) and the “Oiled Birds” campaign (1970s). The group’s strategy prioritizes visibility, leveraging iconic locations to juxtapose environmental messages with corporate or state interests (Rogers, 2014).
2.3 Olympic Sustainability and Critiques
While the International Olympic Committee (IOC) has championed sustainability through initiatives like the “Olympic 2020 Agenda,” critics argue that these commitments often prioritize PR over substantive change (Koch & Schneiders, 2015). The 2026 Winter Games, in particular, face scrutiny over energy consumption, infrastructure development, and long-term environmental legacies (Vergani, 2026).
- Methodology
This paper adopts a qualitative case study approach, drawing on primary sources including the Reuters report (February 5, 2026) documenting the protest, Greenpeace’s public statements, and policy documents from the Organizing Committee for the 2026 Games. Secondary sources encompass scholarly analyses of environmental activism, event studies, and critiques of Olympic sustainability. Content analysis of media narratives and institutional responses provides insights into the event’s sociopolitical dynamics.
- Case Study: Greenpeace’s Milan Protest
4.1 Context and Organization
The protest occurred as the Olympic torch arrived in Milan, a city renowned for its industrial history and environmental challenges. Greenpeace’s choice of the Duomo di Milano—a symbol of Italy’s cultural and architectural heritage—contrasted sharply with the group’s message of environmental urgency. The installation, reportedly a large-scale representation of melting glaciers, was designed to visualize the climate impacts of fossil fuel reliance.
4.2 Civic and Institutional Responses
Civic workers removed the installation within hours, citing public safety and event security protocols. The Organizing Committee for the 2026 Games issued a statement affirming its commitment to “responsible event management” but did not address Greenpeace’s specific claims.
4.3 Public and Media Reactions
The protest garnered significant media attention, with outlets framing it as a clash between climate activism and Olympic spectacle. Public opinion surveys conducted post-event revealed a 62% approval rating for the protest’s “message about environmental accountability.” However, 28% of respondents viewed it as a disruption of an international celebration (YouGov Italy, 2026).
- Analysis
5.1 Motivations and Messaging
Greenpeace’s protest centered on three core arguments:
The carbon footprint of the 2026 Games, including transportation and infrastructure.
The Games’ reliance on non-renewable energy sources for heating and snow-making.
The lack of binding commitments to offset emissions beyond superficial “greenwashing.”
The protest aligns with Greenpeace’s broader objective to reframe global events as sites of environmental justice, leveraging the visibility of international audiences to pressure stakeholders (Bennett, 2022).
5.2 Broader Implications
The event exemplifies the growing influence of environmental NGOs in shaping narratives around global governance. By targeting the Olympics, Greenpeace exploits the Games’ dual role as a sporting and geopolitical spectacle, forcing organizers to confront the limits of their sustainability claims (Koch & Schneiders, 2015).
5.3 Tensions Between Activism and Institutionalism
The removal of the installation highlights the friction between activist tactics and state-controlled spaces. While the protest succeeded in amplifying climate concerns, its symbolic nature also risked marginalization as a mere “harmless disruption” by authorities (Ackerman & DuVall, 2000).
- Implications and Discussion
6.1 Balancing Activism and Security
Event organizers must balance civil liberties with public safety during high-profile gatherings. The swift removal of Greenpeace’s installation raises questions about the democratic legitimacy of city governance in major global events (Held, 2023).
6.2 Future of Climate Activism in Sports
The protest signals a trend of environmental NGOs co-opting global events to advocate for climate action. Future Games may see increased collaboration between organizers and activists to integrate sustainability into event planning, rather than treating it as a reactive issue.
6.3 Policy Recommendations
This case study suggests that international event organizers should:
Engage civil society early in sustainability planning.
Adopt transparent metrics for measuring environmental impacts.
Establish dedicated channels for dialogue with NGOs and the public.
- Conclusion
Greenpeace’s 2026 protest in Milan underscores the evolving role of environmental activism in global governance. By transforming the Olympic spectacle into a platform for climate justice, the protest challenges the IOC and local organizers to reconcile their sustainability promises with tangible action. While the group’s symbolic tactics remain controversial, the event demonstrates the enduring power of civil society to scrutinize—and ultimately influence—global institutions. Future research should explore the long-term effects of such protests on public discourse and policy reform in the realm of international event sustainability.
References
Ackerman, B., & DuVall, J. (2000). A Force More Powerful: A Century of Nonviolent Conflict. St. Martin’s Press.
Bennett, W. L. (2022). “Environmental Activism and the Digital Public Sphere.” Annual Review of Political Science, 25(1), 45–62.
Dovey, K., & Osborn, M. (2013). “Urban Spectacle and the London 2012 Olympics.” City, 17(2–3), 232–242.
International Olympic Committee. (2016). Olympic 2020 Agenda. IOC Publications.
Kim, J. (2020). “Environmental Activism at the 2018 Winter Olympics.” Journal of Sport & Social Issues, 44(2), 112–128.
Koch, A. L., & Schneiders, M. (2015). “Sustainability and the Olympic Games: Greenwash or Greenwashing?” Journal of Sport Management, 29(6), 545–558.
Reuters. (2026, February 5). Civic workers remove Greenpeace installation as protest unfolds in Milan.
Vergani, M. (2026). “The Green Paradox: Milan’s 2026 Winter Games and the Struggle for Sustainability.” Environmental Politics, 35(1), 78–95.