EST. 2023

Introducing The Anti-
Greenwash Charter

Our Story So Far

The Anti-Greenwash Charter was born out of the work of Gusto, an agency known for its work in sustainability communications.

When clients sought guidance on adapting to the Competitions and Markets Authority’s Green Claims Code, Gusto recognised a significant need for a structured framework to ensure transparent and honest environmental communications. This recognition led to the birth of The Anti-Greenwash Charter in 2022.

CHAPTERS

– The Impact

Since our launch, over 60 organisations, including Morgan Sindall Construction, Karndean Designflooring, and Sentry Doors, have become signatories. Our movement is supported by Futurebuild, The Green Register, Timber Development UK, ASBP, AECB, and Good Homes Alliance.

– Recognition

In 2023, we were finalists for the UK Green Business Awards and featured in publications like Business Green and Building Construction Design. Additionally, our new partnership with Exeter University and the SETSquared Accelerator programme will provide valuable resources and support for our signatories.

– Our Vision

Looking ahead, our vision remains steadfast: to foster genuine sustainability in corporate communications. We aim to expand our community, continuously support our signatories in developing robust Green Claims Policies, and ensure they exceed regulatory expectations.

– Your Next Step

If your organisation would like to join The Anti-Greenwash Charter, the first step is to complete our Marketing Practice Questionnaire. This initial step helps us understand your current practices and determine your suitability as a prospective signatory.

The Executive Team

Introducing the group leading the Charter.

Charlie Martin

CEO

Charlie, as the CEO of The Anti-Greenwash Charter, combines his expertise in responsible communications and sustainable business practices, honed through founding Gusto and Skribbl, with his role as a podcast host exploring ethical business, to lead the strategic direction and partnership development of the Charter.​

Zacc Tullett

COO

Zacc, in his capacity as the COO of The Anti-Greenwash Charter, plays a key role in ensuring the integrity of the Charter’s processes. His experience from co-founding and operating The Responsible Edge Podcast, along with his operational leadership at Gusto, equips him to uphold and enhance the Charter’s standards and effectiveness.

Cory Virok

CTO

Drawing on his of experience as co-founder of Rollbar and his roles in companies like VMware, Cory, in his capacity as CTO at The Anti-Greenwash Charter, integrates almost two decades of software development and engineering leadership to innovate and drive the development of our software tools.

The Anti-Greenwash Council

Introducing the experts advising us on the development of the Charter.

Núria Antoja

FORMER MARKETING DIRECTOR, RECKITT

“I chose to join The Anti-Greenwash Council because I loved the passion of the founding team and their mission. Through the Council I can contribute to ensure transparency, support businesses of all sizes to adhere to genuine sustainability practices and make a meaningful impact to the green agenda and corporate ethics.”

John Battersby

FORMER HEAD OF ESG, METRO BANK

“With businesses, customers and regulators rightly taking a greater interest in sustainability than ever, it’s vital that firms’ green claims can be trusted. The Anti-Greenwash Charter is a powerful mechanism for ensuring credibility and authenticity, and I am delighted to support this important initiative as a member of the Anti-Greenwash Council.”

Alex Nichols

CORPORATE SUSTAINABILITY ADVISOR

“The team at TAGC want to make a difference by nudging how marketing and external affairs practitioners approach their work, in a balanced, creative, realistic and pragmatic manner. The team is clearly passionate and energetic. And they are young: this is a good bunch to work with.”

Karen Revel-Chion

FORMER MARKETING DIRECTOR, ALLWYN

“I’d like to use my extensive industry experience to help build the movement against greenwashing, as it is damaging for both customers and brands.”

Johannes Wassenberg

CEO OF S-CUBED

“I believe the Charter is providing a valuable service to companies that are all trying to find their way through new sustainability requirements; and that more often than not need help in not getting too carried away with promises, but finding the right balance between a bold vision and the current realities.”

Veronica Heaven

SPEAKER AND AUTHOR 

“Through the Council, we are bringing together some minds that can help provide context and a considered perspective to some of the most challenging and potentially controversial areas of sustainability claims.​”

CAREERS

Join a Growing, Ambitious Team

If you thrive in an ambitious, free-thinking and fast-moving environment, you’ll probably fit right in here.

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