For a Truly
Sustainable Future
Sustainability is a priority for many, with almost 90% of professionals surveyed in our research believing that greenwashing is a significant issue, negatively impacting customer confidence and obstructing genuine sustainability efforts. To maintain credibility, organisations must ensure their sustainability claims are genuine and verifiable, avoiding practices that erode trust.
Greenwashing—false or exaggerated sustainability claims—undermines trust, with 74% of respondents stating that it leads to reputational damage, and 64% confirming it harms existing relationships. This not only fuels skepticism but also exposes companies to legal and reputational risks.
The Anti-Greenwash Charter was created to restore trust by recognising organisations that adopt a responsible approach to their marketing and communications.
WHY SIGN THE CHARTER?
By signing the Charter, your organisation can build trust, reduce legal risks, and enhance its reputation as a responsible communicator.
– Build Trust
With 88% of respondents identifying greenwashing as a problem, signing the Charter ensures transparency and strengthens trust.
– Attract Customers
Nearly 72% of respondents indicated they would pay more for products with verifiable, sustainable claims. A clear commitment to authenticity in sustainability can attract a broader market.
– Boost Confidence
Equip your team to communicate your sustainability efforts confidently, ensuring alignment between your values and actions while avoiding the pitfalls of greenhushing, which 20% of respondents identified as a contributing factor to mistrust​.
– Minimise Risks
With growing global regulatory scrutiny, responsible communication practices can mitigate legal risks. 57% of respondents indicated they would remove suppliers from their supply chain if found guilty of greenwashing​.
– Receive Guidance
Get support in developing a Green Claims Policy that ensures compliance with best practices and reduces the risk of greenwashing.
Signatories’ Thoughts
“Joining the Charter was easy, and the support we received made developing our policy smooth, allowing us to formalise our commitment to making environmental claims responsibly.”
“​Signing reflects our effort to ensure we’re accountable for every green claim we make. As the first contractor to do so, we are setting the standard for transparency in the construction industry.”
“The Campaign Review process was simple and reaffirmed that we’re on the right track. It provided valuable insights, and allowed us to share the effective implementation of our Green Claims Policy.”
Supported By
Here are some of the organisations that have pledged to support us.
The Standards
Here are the standards that you, as a certified signatory, would pledge to uphold.
1.
Transparency.
You will commit to clear communication of what sustainability benefit your product or service offers and won’t conceal or omit information.
2.
Accountability.
You will substantiate your claims with accurate, and regularly evaluated empirical evidence. You’ll commit to sharing facts, figures and statements that can be checked.
3.
Fairness.
You will commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.
4.
Honesty.
You will ensure you make specific statements about your organisation’s sustainability efforts and that your actions match those promises.
The Signatories
Here are some of the growing number of certified signatories of the Charter,
recognised for their responsible approach to marketing and communications.
How it Works
Becoming and remaining a certified signatory involves a simple, four-step process:
Submit Application
Submit an application to become a certified signatory of the Charter by completing our short questionnaire.
Develop Policy
If approved, we’ll help you develop a Green Claims Policy. Once published, your certified status will be confirmed.
Enable Reviews
To ensure continuous compliance with your policy, we will conduct periodic reviews of your campaigns.
Promote Compliance
After each review, you’ll receive a report, and if your campaign is compliant with your policy, a promotional certificate.
APPLY
Apply to Become a
Certified Signatory
Take the first step towards becoming a certified signatory of the Charter by
completing the following short questionnaire about your organisation.
News & Opinions
Checkout our latest articles that delve into sustainability communications, highlight best
practices, and champion organisations committed to true sustainability. View all here.
A Closer Look at The Anti-Greenwash Charter’s Campaign Review Process
One of the Charter’s most important tools in achieving this is the Campaign Review process, which evaluates a signatory’s marketing campaigns or communications to ensure they comply with their Green Claims Policy (GCP).
Why Radical Transparency is the Key to Combating Greenwashing
In today’s business world, trust is everything. As companies compete to showcase their green credentials, the risk of greenwashing—making misleading environmental claims—is higher than ever.
Seneca ESG to Champion Transparency in Sustainability
Seneca ESG, a leading provider of sustainability software solutions, has announced its support for The Anti-Greenwash Charter (TAGC). This partnership underscores the critical importance of transparency in Environmental, Social, and Governance (ESG) practices.