Welcoming Sarah O’Sell as Special Advisor to The Anti-Greenwash Charter.

We’re thrilled to announce that Sarah O’Sell has joined The Anti-Greenwash Charter as a Special Advisor! With extensive expertise in the circular economy and a background in sustainable practices across manufacturing, sourcing, and design, Sarah brings invaluable insights to our mission of promoting transparent and responsible communication.

A Journey Rooted in Sustainability

Sarah’s path to the Charter is filled with hands-on experience in sustainable innovation. She began her journey studying Industrial Design at Western Washington University, where she co-founded a solar window startup focused on renewable energy solutions. This technology, now licensed to entities like NASA, exemplifies her commitment to transforming sustainability from concept to impact.

A Proven Advocate for Transparent Communication

Reflecting on her journey, Sarah shares, “All this to say – I am someone who has been trying to tackle this issue for over 10 years. I have worked across enterprise departments to validate claims and produce content. It is a laborious process! Through Anim8 Collective, I am a ‘Green Commercial Excellence’ consultant for businesses with sustainability initiatives.

There are few people like me out there. I recognised The Anti-Greenwash Charter as a solution that can scale to mitigate greenwashing risk and move sustainability communications forward worldwide.”

Closing the Gap in Sustainability Communication

While working for an agency with clients such as Starbucks, Sarah was involved in international sourcing and innovation. Gathering information about suppliers, incorporating recycled materials, and enhancing packaging sustainability proved challenging. Identifying a crucial gap, she launched a startup to develop supply chain intelligence to improve sustainability communications and decision-making.

A Philosophy of Authenticity in Business

For Sarah, authenticity in sustainability isn’t just a business tactic; it’s a core belief. She emphasises, “Researchers have repeatedly proven the business benefits of authenticity in sustainability: improved revenue margins by 9-12%, customer trust, and competitiveness, especially as the Millennial and Gen Z generations reach peak buying potential.

Authenticity in sustainability efforts is essential for every company today and into the future.”

Supporting Small Businesses in Sustainability

The Anti-Greenwash Charter supports small businesses like Sarah’s Anim8 Collective, helping them communicate their sustainability initiatives with confidence. Sarah notes:

“As the founder of a small business, I have personally tried to outline my awareness of sustainability in Anim8 Collective’s first sustainability report. The Anti-Greenwash Charter would help boost my confidence in communications and ensure consistent alignment with research-backed, established claims.”

A New Chapter for The Anti-Greenwash Charter

Sarah’s appointment is a major step as we grow our influence in North America. Her expertise will help us guide businesses of all sizes toward responsible communication, building customer trust and enhancing credibility. Welcome, Sarah! Together, we’re looking forward to a future where authentic, transparent communication is at the heart of every sustainable business.

Proactive Disclosure: How Transparency Liberates Brands and Builds Trust.

In today’s world, consumers are demanding more from the brands they support, especially around sustainability claims. Organisations are increasingly moving toward proactive disclosure as a strategy to meet these expectations.

Proactive disclosure involves openly sharing a company’s environmental progress and challenges, which fosters authenticity and trust. This approach disarms scepticism, empowers brands to own their narrative, and ultimately liberates them to pursue a more genuine path toward responsible business practices.

Why Proactive Disclosure?

Unlike traditional marketing strategies that spotlights only a brand’s successes, proactive disclosure invites audiences to view the complete picture—highlights, limitations, and all. For organisations, this open approach can feel risky; however, evidence shows that this transparency can foster significant long-term benefits.

Kelsey Parsons, Global Sustainability Officer at Gunnebo Entrance Control (GEC), explains this approach’s impact:

“Transparency is more than an admission of imperfections; it’s a declaration of intent. By embracing proactive disclosure, we create space for feedback, for improvement, and ultimately for trust. It’s liberating to acknowledge the work that still needs to be done.”

Proactive Disclosure in Action

GEC, a global leader in security solutions, has embedded proactive disclosure at the heart of their sustainability strategy. By joining The Anti-Greenwash Charter, GEC committed to openly sharing their sustainability progress and areas needing improvement. Through their Green Claims Policy, Gunnebo ensures their sustainability narrative is both comprehensive and authentic.

For GEC, transparency is not a vulnerability—it’s a key asset in building loyalty. They actively communicate updates, including ongoing challenges, to foster deeper relationships with clients and stakeholders. In a statement reflecting this commitment, Kelsey shared:

“Our customers appreciate honesty, and that’s what builds trust. If we’re open and transparent, we’ll create stronger partnerships and better long-term relationships.”

Their commitment to transparency has enabled them to create lasting partnerships and establish themselves as an industry leader, embracing openness in a field as high-stakes as security.

The Disarming Effect of Proactive Disclosure

Our research aims to highlight the disarming effect of transparency on audiences. When brands like GEC share an honest picture of their sustainability journey, they mitigate scepticism and foster trust.

Proactive Disclosure as a New Standard

Proactive disclosure, as seen in GEC’s approach, is becoming a benchmark for responsible business practices. Organisations that practice it position themselves as leaders in transparency, setting a standard that challenges others to step up.

The Takeaway: Proactive Disclosure as a Path to Liberation

Proactive disclosure isn’t just about putting all the facts on the table; it’s a liberating approach that enables brands to control their narrative and reduce the risk of greenwashing accusations. By being forthcoming, organisations disarm critics, build genuine connections, and foster a culture of continuous improvement.

GEC’s experience exemplifies this, with Kelsey noting that:

“Transparency is more than an admission of imperfections; it’s a declaration of intent.”

For organisations ready to adopt this approach, The Anti-Greenwash Charter offers support through Green Claims Policies, tools, and guidance, making transparency not only achievable but transformative.

In embracing proactive disclosure, brands can lead the way toward a more sustainable, honest future, where authenticity builds the trust that sustains growth.

Gunnebo Entrance Control Joins The Anti-Greenwash Charter to Strengthen Sustainability Communications.

Gunnebo Entrance Control (GEC), a global leader in security entrance solutions, has become a signatory of The Anti-Greenwash Charter, reinforcing its commitment to transparency and accountability in sustainability communications. By aligning with the Charter, GEC is taking a strong stand against misleading environmental claims and embracing an evidence-based approach to building trust with customers.

The Drive Towards True Sustainability

GEC’s decision to join the Charter came after recognising the need for a clear, focused sustainability communications strategy. According to Kelsey Parsons, Global Sustainability Officer (seen above) at GEC, this framework became essential for ensuring that their values were reflected in every aspect of communication.

“We wanted to talk openly about our sustainability journey. Creating a dedicated comms strategy helped us shape our values of honesty, transparency, and fairness. The Anti-Greenwash Charter was a natural fit for us—it reinforces what we stand for.”

This strategic approach ensures that all sustainability claims made by GEC are thoroughly reviewed, verified, and backed by evidence.

Authenticity Through Evidence

At GEC, authentic sustainability is about being honest and factual. The company is committed to sharing the real progress it makes, no matter how small, with full transparency.

“For us, authentic sustainability is all about evidence. It’s not just about claiming progress; it’s about showing facts to back it up,” says Kelsey.

“Our customers are smart. They can spot when things are exaggerated. The Charter has really helped us stay true to that principle.”

By joining the Charter, GEC has strengthened its long-term relationships with customers, proving that honesty, rather than hype, is what builds lasting trust.

Empowering Marketing and Engaging Customers

One of the major impacts of signing the Charter has been the confidence it’s given GEC’s marketing team. They now approach sustainability with a focus on clear, evidence-based messaging.

“Being a signatory has given our marketing team the confidence to communicate openly and honestly about sustainability,” Kelsey explains.

“We’ve also started hosting webinars and engaging more deeply with customers to understand their perspectives.”

The introduction of a Green Claims Policy, aligned with global frameworks like the ICC Framework for Responsible Environmental Marketing Communications, has been key in ensuring that all claims are fair and transparent.

Educating the Workforce to Avoid Greenwashing

GEC’s commitment to avoiding greenwashing goes beyond customer-facing communications. The company has implemented extensive employee training to ensure staff at all levels understand what greenwashing is and how to avoid it.

“We’ve rolled out training plans across the organisation so employees know what greenwashing is and how to spot it,” Kelsey says.

“Every sales person worldwide will go through training modules and quizzes focused on the Charter and greenwashing.”

This proactive education programme ensures that every employee, from marketing to sales, understands their role in promoting genuine sustainability practices.

Honest Claims Over Competitive Gains

In a competitive market, the temptation to embellish sustainability credentials can be strong. But GEC believes that honesty is the best strategy for long-term success.

“It might seem like a quick win to make exaggerated claims, but in the long run, it’s damaging,” says Kelsey.

“Our customers appreciate honesty, and that’s what builds trust. If we’re open and transparent, we’ll create stronger partnerships and better long-term relationships.”

This commitment to transparency, backed by the Charter’s principles, has helped GEC navigate the competitive landscape without sacrificing integrity.

A Message to the Industry

GEC’s involvement in The Anti-Greenwash Charter sends a powerful message to its industry peers: authenticity matters. By being open about their progress—whether big or small— GEC hopes to inspire others to follow a similar path.

“We want to tell our sustainability story from a place of honesty,” says Kelsey.

“Being a signatory gives people a way to hold us accountable. We hope this encourages others to do the same”

By fostering a culture of transparency, GEC aims to create a more honest dialogue around sustainability in its industry.

How The Anti-Greenwash Charter is Supporting Karndean Designflooring on Their Sustainability Journey.

Karndean Designflooring, a leading supplier of luxury vinyl flooring, has always been at the forefront of innovation and pioneering business practices. As the company moves towards a greener future, their commitment to transparency and authenticity has become paramount. To ensure their sustainability efforts are both genuine and impactful, Karndean joined The Anti-Greenwas Charter, a decision driven by their dedication to supporting industry peers and their customers alike.

Jamie Shaw, Global Head of Sustainability at Karndean Designflooring, explains the motivation behind their decision:

“The built environment accounts for around a quarter of the UK’s total greenhouse gas emissions. To meet the government’s legally binding target to reach net zero by 2050, it’s clear that the construction industry needs to take bold action and quickly.”

Karndean’s leadership recognised the importance of transitioning from merely talking about sustainability to actively showcasing their commitment. Signing up to The Anti-Greenwash Charter was an essential step in combating industry misinformation and establishing Karndean as a trusted, transparent partner to architects and designers.

Building a Sustainable Business Model: Karndean’s Approach

Karndean’s Evolve™ strategy underpins their sustainability journey, focusing on six key areas: climate change, sustainable resource use, supply chain transparency, individual health and wellbeing, inclusion and diversity, and education. The Anti-Greenwash Charter has been pivotal in guiding Karndean to not only develop these goals but to ensure they are met with integrity. Jamie says;

“The Charter has shown us that it’s not just about words; we also need to be mindful of the imagery and colours we use when discussing our sustainability claims.”

By taking a holistic approach to responsible communication, Karndean is ensuring that their marketing and visual content remains aligned with their sustainability ethos. The Charter has encouraged the company to publish previously undisclosed information and regularly review their Green Claims Policy, ensuring that they provide customers with clear, honest data.

Transforming Internal Policies and Customer Engagement

Being a signatory to The Anti-Greenwash Charter has also sparked internal changes at Karndean. They’ve implemented an ongoing employee training programme focused on transparency and accountability. This has fostered a company-wide culture where accurate, substantiated claims are non-negotiable. Jamie elaborates:

“Making information available to our customers through all our communication channels ensures they have access to the information they need to understand our evolution and to embark on their own sustainability journey.”

Through the Charter, Karndean has committed to always being honest, fair, and accountable. Their Green Claims Policy reinforces this, ensuring that all claims are fair and substantiated, while maintaining high standards of responsible marketing.

The Challenge of Maintaining Transparency in a Competitive Market

For Karndean, upholding honest environmental claims is crucial, especially in the highly competitive flooring market. With public demand for sustainable products on the rise, businesses that fail to adapt risk being left behind. Recognising this challenge, Karndean has empowered a multi-disciplinary team to review environmental claims, ensuring that all published information is accurate and transparent. As Jamie puts it:

“Change is hard, especially in a highly competitive market like flooring, but with the effects of increasing greenhouse gas emissions becoming clearer every day, it’s obvious that this transition is no longer optional.”

A Call to Industry Peers

Karndean Designflooring’s commitment to transparency sets a strong example for the rest of the industry. As the first flooring manufacturer to sign The Anti-Greenwash Charter, Karndean is sending a clear message to its peers: authenticity in sustainability is not just about reputation—it’s a business imperative. Jamie concludes:

“These are still early days in our transformation, but we know that great things can be achieved when we take a collaborative approach. We encourage others in the flooring industry to join us on this journey.”

By partnering with The Anti-Greenwash Charter, Karndean is not only holding itself accountable but also inspiring change across the flooring industry. Together, they’re paving the way towards a more sustainable and transparent future.