Championing
Transparency and
Authenticity
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 accurate and verifiable, avoiding practices that erode trust.
Greenwashing—false or exaggerated sustainability claims—undermines trust, with 74% of our survey respondents stating that it leads to reputational damage, and 64% confirming it harms existing relationships. This not only fuels scepticism but also exposes organisations to legal and reputational risks.
The Anti-Greenwash Charter was created to restore trust by recognising organisations that adopt a transparent and authentic 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. Together, we can combat the harmful effects of greenwashing on the development of a truly sustainable future.
– Attract Customers
Nearly 72% of our survey respondents indicated they would pay more for products with verifiable claims. A clear commitment to authenticity in sustainability can attract a broader market.
– Minimise Risks
With growing global regulatory scrutiny, responsible communication practices can mitigate legal risks. 57% of our survey respondents indicated they would remove suppliers from their supply chain if found guilty of greenwashing​.
– Strengthen Trust
With 88% of our survey respondents identifying greenwashing as a problem, signing the Charter ensures transparency and strengthens trust.
– Build Confidence
Communicating sustainability efforts confidently ensures alignment between values and actions while avoiding the pitfalls of greenhushing, which 20% of our survey respondents identified as a contributing factor to mistrust​.
– Receive Guidance
Signatories of the Charter receive support to develop a Green Claims Policy, with optional training available to enhance understanding and compliance with best practices.
Signatories’ Thoughts
“Joining the Charter was simple, and the support we received made developing our policy smooth, allowing us to formalise our responsible approach to making environmental claims.”
“Becoming a signatory of The Anti-Greenwash Charter is about more than just governance – it’s about standing with a movement that champions genuine sustainability.”
“​Signing reflects our effort to ensure we’re accountable for every claim we make. As the first contractor to do so, we are setting the standard for transparency in our industry.”
The Charter’s Standards
Here are the standards that you, as a 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 certified signatories of the Charter, recognised for their
transparent and authentic approach to marketing and communications.
How it Works
Becoming and remaining a certified signatory involves a 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.
News & Opinions
Checkout our latest articles that delve into sustainability communications, highlight best
practices, and champion organisations committed to sustainability. View all here.
The Need for Responsible Corporate Communicators and Why Recognition Matters
In a world where information spreads faster than ever, corporate communicators hold the power to shape public opinion. The stories they tell can make or break a company’s reputation. But with that power comes responsibility.
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.