Challenger Brands, Bold Moves: Calling Out Greenwashing and Going Beyond B Corp.

Sustainability is no longer a niche concern—it’s a business necessity. But while everyone wants to look green, not every brand backs up its claims with real action. Challenger brands—those shaking up their industries with fresh thinking—have a unique opportunity: to expose weak sustainability claims, lead with radical transparency, and set a new standard.

For brands that truly walk the talk, it’s not enough to tick the same boxes as everyone else. B Corp certification is great, but it’s not the whole solution. The next step? Going beyond the badge and ensuring every sustainability claim is crystal clear, evidence-based, and never misleading. That’s why more B Corps are now working with The Anti-Greenwash Charter—to ensure their sustainability communications match their high standards of corporate ethics.

Why Just Having a B Corp Badge Isn’t Enough

B Corp certification has become the go-to mark for many purpose-driven brands. It’s an excellent framework for improving business practices, but when it comes to sustainability communications, it doesn’t always guarantee transparency.

🚨 Not all B Corps communicate sustainability well. Some make big claims without explaining them properly.
🚨 B Corp doesn’t stop brands from greenwashing. A company can have B Corp status but still use misleading messaging.
🚨 B Corp is becoming mainstream. With thousands of certified companies, simply having the badge is no longer a clear differentiator.

That’s why a number of B Corps are now working with The Anti-Greenwash Charter—to go beyond the certification and ensure their communications is just as strong as their business ethics.

Calling Out the Greenwashers—And Backing It Up

Big brands with big marketing budgets often dominate the sustainability conversation. But many still overhype, mislead, or cherry-pick data to look more environmentally friendly than they really are. Challenger brands can—and should—step up as the truth-tellers.

✅ Set a better example – Make your own claims fully transparent, with verifiable evidence.
✅ Give customers a reason to trust you – When people know exactly what you stand for, they become loyal advocates.

Going Beyond B Corp: The Anti-Greenwash Charter

For brands ready to set a new gold standard, The Anti-Greenwash Charter is the next step. It ensures that sustainability claims are accurate, honest, and not misleading—helping businesses build consumer trust and differentiate from competitors still relying on vague sustainability messaging.

Signing the Charter means committing to:

🔍 Total transparency – No gloss, no half-truths, no misleading claims.
📊 Evidence-backed claims – Every sustainability statement must be supported by clear, independent verification.
💬 Clear, honest communication – Making claims easy to understand, with no room for misinterpretation.
📢 Encouraging industry change – Challenging outdated, deceptive practices and raising the bar for the whole sector.

For many B Corps, joining the Charter is the logical next step—ensuring that their marketing and communications match the high ethical standards they’ve built into their business model.

The Future of Challenger Brands: Less Hype, More Honesty

The most successful brands of the future won’t be the ones shouting the loudest about sustainability. They’ll be the ones proving their claims, challenging the status quo, and setting a new benchmark for responsible communications.

If you’re a brand that’s serious about:
✅ Building deep consumer trust
✅ Standing out from ‘green-ish’ competitors
✅ Leading real change in sustainability communications

Then it’s time to go beyond B Corp and sign The Anti-Greenwash Charter.

👉 Join the Movement Here