Insights and Impact

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.

As demand for sustainable products and services grows, so does scrutiny over claims. Fear of getting it wrong has left many organisations hesitant to communicate their sustainability efforts at all, leading to the rise of greenhushing.

In 2025, two pitfalls—greenwashing (misleading claims about sustainability) and greenhushing (failing to disclose meaningful sustainability efforts)—remain challenges for corporate communicators. Striking the right balance between transparency and authenticity is crucial.

In 2025, greenwashing has become a key focus for regulators in North America. As more companies promote their environmental credentials, authorities in the United States and Canada are working harder to ensure businesses make accurate and truthful claims.

In a world where sustainability claims are under increasing scrutiny, being a signatory of The Anti-Greenwash Charter isn’t just about displaying a badge. It’s a commitment to transparency, accountability, and continuous improvement.

In an industry where sustainability claims can often be exaggerated or misleading, Back to Earth has chosen to lead with transparency. By becoming a signatory of The Anti-Greenwash Charter, the company has set out to redefine how sustainable building materials are marketed.

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.

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.

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.

Karndean Designflooring, a leading supplier of luxury vinyl flooring, has always been at the forefront of innovation and pioneering business practices.

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.

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).

In today’s business world, trust is everything. As companies compete to showcase their green credentials, the risk of greenwashing—making misleading environmental claims—is higher than ever.

Seneca ESG, a leading provider of sustainability software solutions, has announced its support for The Anti-Greenwash Charter (TAGC). This partnership underscores the critical importance of transparency in Environmental, Social, and Governance (ESG) practices.

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.

Pollen, a strategy and communications agency, has officially partnered with The Anti-Greenwash Charter to combat misleading environmental claims and promote transparency in sustainability communications.

As interest grows, prospective signatories have raised important questions to better understand the Charter’s implications and benefits. Here are eleven key questions and answers to help clarify what joining The Anti-Greenwash Charter entails.

The explosion of sustainability commitments in recent years has left many companies grappling with unmet targets after addressing the low-hanging fruit.

In today’s world, companies are increasingly aware of the importance of sustainability. However, the fear of being accused of greenwashing has led to a new phenomenon: greenhushing.

The Anti-Greenwash Charter and B Corp verification both aim to guide companies towards real environmental and social impact. However, they approach this goal differently, making them a perfect pair in the fight against greenwashing and for true sustainability.

In the wake of increasing greenwashing scandals, Engineers Without Borders UK (EWB-UK) is stepping up its efforts to promote genuine sustainability in the engineering sector.

Futureproof, a leading sustainability platform, has recently announced a partnership with the Charter. This collaboration marks a significant step in the battle against greenwashing, as both organisations are drive home the message that sustainability claims need to be well evidenced and accurate.

Sentry Doors, a renowned manufacturer in the fire and security door sector, has embarked on a significant journey towards environmental responsibility by becoming a fully recognised signatory of The Anti-Greenwash Charter.

In an industry where sustainability has transitioned from a marginal to a central issue, Select First, under the guidance of Creative Director Tom Bourne, has taken a significant leap.

Industry body TDUK aims to connect the timber supply chain “from sawmill to specifier, and all points in between”. Its other mission aims are to lead best practice, and accelerate a low-carbon future.

In our recent webinar with Futurebuild, we took the temperature of the audience on a number of topics to see how their experiences were reflected in the survey findings.

In September 2023, we hosted a webinar with Futurebuild* at which we presented the findings of the recent research undertaken into the opinions of people in the built environment on greenwashing.

Here is an evolving library of the best free tools & resources our team have found and used to support effective marketing.