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.

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. In the realm of environmental, social, and governance (ESG) issues, where transparency is more important than ever, misleading communication can be costly. That’s why businesses need responsible corporate communicators – professionals who are committed to honesty, clarity, and accountability.

The Greenwashing Problem: Why It’s Time for Change

Greenwashing has become all too common. It’s damaging and often leads to public backlash when the truth comes out. Take Volkswagen, for example. The car giant claimed its diesel vehicles were low in emissions, but it was later found they had been rigging tests. The result? A global scandal, costing the company over £25 billion in fines and seriously damaging its reputation.

Greenwashing undermines trust. In today’s marketplace, consumers are savvier, quicker to call out deceit, and more likely to walk away from brands that lie. This makes the role of responsible corporate communicators more vital than ever. Businesses can no longer afford to bluff their way through sustainability claims.

What Does It Mean to Be a Responsible Corporate Communicator?

Being a responsible communicator isn’t just about ticking legal boxes. It’s about being clear, truthful, and proactive in the way you share information. Here’s what it looks like in practice:

1. Truth, The Whole Truth: Don’t exaggerate or hide behind half-truths. If your company claims its products are eco-friendly, make sure this is backed by hard evidence, not just marketing fluff.

2. Crystal Clear: Avoid vague terms like “green” or “eco.” Be specific. For instance, “Our packaging is made from 80% recycled materials” is much clearer and more credible than “Our packaging is eco-friendly.”

3. Own It: Be open about both successes and failures. Unilever, for example, regularly updates the public on its sustainability goals – even when it falls short. This builds trust and credibility with consumers.

4. Proof, Not Promises: Support your claims with evidence, whether it’s through third-party verifications or detailed reports. If you say your business is carbon-neutral, ensure you’ve got credible data to back that up.

Real-World Examples of Responsible Corporate Communication

1. Patagonia – The Gold Standard for Authenticity
Outdoor brand Patagonia is renowned for its responsible communication. The company actively campaigns for environmental causes, often telling customers to buy less. That might seem counterproductive for a retail brand, but it has built Patagonia a fiercely loyal customer base. When Patagonia makes sustainability claims, they’re specific, backed by verifications, and open for scrutiny. Their honesty strengthens their brand and keeps customers coming back.

2. IKEA – Ambition, Backed by Honesty
IKEA has ambitious sustainability goals, like becoming climate-positive by 2030. But unlike some companies, IKEA is transparent about the challenges it faces. In its 2022 Sustainability Report, IKEA admitted it was struggling to reduce supply chain emissions. Instead of hiding these difficulties, IKEA is upfront, detailing how it plans to tackle the issues. That kind of honesty resonates with consumers and reinforces their long-term commitment to change.

3. LEGO – Owning the Challenge
LEGO is another brand that handles its sustainability communications well. The company aims to switch to fully sustainable materials for its iconic bricks by 2030, but it’s been open about the difficulties involved. Rather than making empty promises, LEGO communicates its setbacks alongside its progress, building trust with its customers and stakeholders alike.

Why Being Recognised as a Responsible Communicator Matters

The benefits of being recognised as a responsible communicator are clear:

1. Build Trust and Loyalty
Trust is everything. Consumers, investors, and partners are far more likely to engage with a company they trust. According to Edelman’s Trust Barometer, 86% of people expect CEOs to be open about issues like climate change. Companies that communicate transparently build stronger relationships with their customers and stakeholders, helping them weather any storm.

2. Avoid Legal and Regulatory Issues
Governments are cracking down on false claims, especially around sustainability. For instance, the EU’s Green Claims Directive is designed to penalise companies making misleading environmental statements. Businesses that invest in responsible communication are far less likely to face these costly legal battles.

3. Stand Out in the Crowd
In competitive industries, being recognised as a responsible communicator can set you apart. In fashion, for example, brands like Stella McCartney stand out by prioritising sustainability and transparency, winning over consumers who are looking for more ethical choices.

4. Attract the Right Customers and Talent
Younger generations are more conscious of the brands they support and the companies they work for. A Nielsen survey found that 73% of global consumers are willing to change their buying habits to reduce their environmental impact. Companies that communicate their values clearly not only attract loyal customers but also top talent.

5. Drive Long-Term Growth
Responsible communication doesn’t just help you avoid backlash; it’s also good for business. Patagonia, Unilever, and LEGO are proof that when you communicate openly and honestly, you can grow a business that thrives in the long run.

A Closer Look at The Anti-Greenwash Charter’s Campaign Review Process.

The Anti-Greenwash Charter plays a key role in ensuring that companies’ green claims are credible and backed by evidence. This commitment protects stakeholders from misleading information and keeps the integrity of environmental marketing and communications intact. 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).

This article explains the Campaign Review process, using the recent review of Select First’s “Explore the World with Cities from Louis de Poortere” campaign (see the press release below), which promoted their 100% recyclable Ecorugs, as an example. Read the full Campaign Review report here.

The Campaign Review Process: An Overview

The Campaign Review process is a systematic and thorough evaluation that checks whether every aspect of a marketing campaign meets the standards set out in a signatory’s Green Claims Policy. This process ensures that environmental claims are not only accurate and transparent but also backed by solid evidence. Here’s a breakdown of how the process works, using the Select First campaign to provide examples of evidence gathered and analysis.

Tom Bourne, Creative Director of Select First, shares his experience with the review process:

“The good news is that we passed and are deemed compliant,” he mentions, indicating that their internal practices met the Charter’s standards. However, he also highlights areas where improvement is needed, particularly in “evidence collection and ensuring that we make it easier for people to report a complaint.”

Collaboration Between Agencies and Clients

For organisations that work with external agencies, the review process can be particularly challenging. Tom speaks to this point, explaining that agencies like Select First often find themselves:

“Beholden to our fee-paying customers when it comes to what they want us to write and to what evidence they are prepared to submit.”

Despite these challenges, Tom expresses confidence in the evolving understanding between agencies and their clients:

“I’m confident that our clients will become more and more aware of the need to build a dialogue based in honesty and transparency above all else.”

This collaborative approach is essential for ensuring that all environmental claims are honest and backed by solid evidence.

1. Evidence & Testing: The Foundation of Credible Claims

The first step in the Campaign Review process is a thorough check of the evidence supporting the green claims made in a campaign. This is crucial for any valid environmental claim.

For Select First’s campaign, which promoted Ecorugs as 100% recyclable, this step was particularly important. The Anti-Greenwash Charter auditors reviewed the documentation provided by Select First in detail:

• Recyclability of Ecorugs: Select First claimed that their Ecorugs are 100% recyclable. To back this up, the company provided detailed FAQs explaining the recyclability of polyester, the material used in Ecorugs. These FAQs highlighted that polyester can be recycled multiple times without losing its quality, making it a strong choice over other materials. The auditors found this evidence met the Charter’s requirements but suggested that Select First seek further independent verification in future campaigns to strengthen their claims.
• Testing Methods: The review also looked at internal communications and client documents discussing the testing methods used to validate the green claims. For example, an email from Tom Bourne to the Ecorugs team detailed the testing methods and addressed common environmental concerns. While the evidence provided was satisfactory, the auditors noted that including verifications and independent testing results in future campaigns would boost credibility.

2. Editorial Process: Ensuring Transparency and Accuracy

Another critical part of the Campaign Review is the Editorial Process. This review ensures that all communication content is checked for accuracy and transparency before it is published, reducing the risk of greenwashing.

For Select First, the review included a detailed analysis of their internal editorial process:

• Documenting the Editorial Review: The auditors reviewed internal emails that documented the editorial process for the campaign. These emails showed a systematic approach where all environmental claims were carefully reviewed and adjusted to comply with the Green Claims Policy. The auditors confirmed that Select First had a strong editorial process in place, which effectively reduced the risk of spreading unsubstantiated or exaggerated claims.

By focusing on a strong editorial process, the Charter ensures that the final campaign content is both accurate and transparent, preserving the integrity of the marketing materials.

3. Employee Training: Empowering Teams with Knowledge

To comply effectively with the Green Claims Policy, all employees involved in the campaign must be well-trained and understand the principles of responsible marketing and communications.

The review of Select First’s campaign included an evaluation of their employee training efforts:

• Training Evidence: Select First provided training documents and records of a calendar event confirming that employees received adequate training on the Green Claims Policy and anti-greenwashing measures. This training ensured that team members were well-equipped to create and assess environmental claims responsibly.

• Audit Conclusion: The auditors found that Select First’s training programme met the Charter’s standards. This is crucial for embedding a culture of transparency and accountability within the company, ensuring consistent application of responsible marketing practices across all campaigns.

4. Colour and Imagery: Preventing Misleading Visuals

The use of colour and imagery can significantly influence how stakeholders perceive a product, making it essential that these elements are used responsibly.

The Campaign Review process includes a close examination of these visual elements:

• Visual Compliance: For Select First’s campaign, the auditors reviewed the imagery and branding associated with the Ecorugs. They assessed whether the colours and images used were consistent with the product’s environmental benefits and did not exaggerate its green credentials. The review concluded that the campaign’s visuals complied with the Charter’s guidelines, accurately representing the product without misleading the consumer.
• Best Practices: By following best practices in visual representation, Select First was able to maintain consumer trust and avoid the pitfalls of greenwashing.

5. Escalation Procedure: Ensuring Accountability

An effective escalation procedure is vital for addressing any concerns or questions about green claims. This ensures that any potential issues are handled transparently and promptly, further boosting the campaign’s credibility.

• Procedure Review: Although no concerns were raised during Select First’s campaign, the auditors emphasised the importance of including a clear escalation procedure in future campaigns. They recommended that Select First provide clear contact details for stakeholders to address any questions or concerns about the green claims made.

This recommendation is in line with the Charter’s commitment to continuous improvement, encouraging signatories to enhance their transparency and accountability measures.

Conclusion: A Model for Compliance and Improvement

The Anti-Greenwash Charter’s Campaign Review process is a comprehensive tool that ensures the credibility of environmental claims in marketing and communications. The successful review of Select First’s “Explore the World with Cities from Louis de Poortere” campaign highlights the importance of adhering to the Green Claims Policy and provides a model for other companies to follow.

The campaign was awarded a Compliance verification document, reflecting Select First’s commitment to transparency and backing up their environmental claims with solid evidence. However, the review also offered valuable insights and recommendations, emphasising the importance of continuous improvement in marketing and communications practices. Tom emphasises this point, stating:

“The important thing is that we continue towards a goal, admit when we could do things better and work together to fix the problems we have.”

This attitude aligns with the Charter’s mission to foster genuine, ongoing improvements in environmental marketing and communications. By embracing the challenges identified in the review process, organisations can enhance their credibility and contribute more meaningfully.