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.