cMass to Champion Transparency in Sustainability.

cMass | Critical Mass for Sustainability has announced a partnership with The Anti-Greenwash Charter (TAGC), emphasising the crucial role of radical transparency in building trust and driving systemic change in sustainability efforts. Josh Matthews, founder of cMass, shares insights into this collaboration and its significance for the sustainability landscape.

A Commitment to Radical Transparency

The alignment with TAGC comes from a shared vision of radical transparency and proactive ambition. Josh explains;

“TAGC is aligned with cMass on the global sustainability context: the issues, and the outcomes we need to collectively reach. Its founders have the ambition but also the desire to ‘say yes’ and see the potential in ideas and collaboration, rather than the barriers.”

He highlights that larger firms could benefit from TAGC’s approach of engaging with the right people and organisations to foster meaningful dialogue.

Josh emphasises that TAGC’s commitment to radical transparency is crucial for regaining trust, especially for industries like oil and gas, which have long struggled with credibility due to their historical environmental impact. “Trust isn’t coming back for many businesses and sectors. But it could for some. And that might be enough to trigger part of the systemic change that the global sustainability context needs,” he asserts.

Defining Authentic Sustainability

For cMass, authentic sustainability involves a holistic and collaborative approach that goes beyond isolated efforts. “Critical Mass exists because politics, consumer behaviour, and business are not moving at the speed and systems level required to address the climate and sustainability emergency,” Josh notes. He stresses that while collaboration in sustainability is not new, it has often lacked the focus and alignment needed to drive significant progress. Josh states;

“TAGC has everything it takes to define a critical mass when it comes to communicating sustainability – the good and the bad. And TAGC could be a pivotal part of convening those who can set the new standards we need.”

He believes that creating “positive tipping points” through clear goals and unified efforts is essential for aligning global actions with the Paris Agreement and UN Sustainable Development Goals.

Influencing Policies and Engagement

The partnership with TAGC has had a significant impact on cMass’s internal policies and engagement strategies. Josh highlights the natural crossover of clients, partners, and ecosystems between the two organisations. He says, paraphrasing Sir David Attenborough;

“There’s also a strong link to communications – alongside other cMass partners like Dedlyne. When we’ve known for so long what needs to happen for sustainability – it’s now a communications challenge.”

Both cMass and TAGC share a commitment to engaging a wide range of stakeholders while maintaining a clear separation between those who meet transparency standards and those who do not. “The systemic change that we need a critical mass to lead – by setting new standards, whether by example or by regulation – must be based around complete transparency of the good and bad. TAGC, through and through,” Josh emphasises.

A Message to Industry Peers and Customers

Josh calls for a shift towards trust built on radical transparency rather than on complex assessments and impressive numbers without context.

“The idea of trust in transparency – rather than trust in complicated assessments and quoting impressive-sounding numbers without context – will only become more essential.”

He believes that overcoming “greenhushing” – the fear of communicating sustainability successes and ambitions for fear of being branded a greenwasher – is crucial for progress.

“It’s going to be a hugely positive future for everyone at The Anti-Greenwash Charter and I’m thrilled that through Critical Mass for Sustainability I’ll be able to play even a small part in it,” Josh concludes. He invites others to join the effort, emphasising that building a critical mass is about convening the most progressive, ambitious, and influential groups to push the boundaries of sustainability ambition.