Building Trust Through Data-Led Sustainability Communications.

About Back to Earth

Back to Earth is a UK-based business that specifies and supplies sustainable building materials, specialising in retrofit insulation solutions. Combining deep technical knowledge with practical construction experience, the company imports carefully chosen products from across Europe to ensure both environmental performance and functional quality.

While sustainability has always been central to the company’s mission, founder Chris Brookman notes that it’s not just about being green:

“We’ve found that the functionality of many of these natural materials is what really sets them apart — and it just so happens that they’re sustainable too.”

Why Join The Anti-Greenwash Charter?

For Chris, the decision to become a signatory was about walking the talk:

“We wanted to show that we’re putting our money where our mouth is. We put a huge amount of effort into researching and understanding the materials we supply — and it’s frustrating to see others make sweeping, vague claims with no evidence.”

He cited years of frustration with greenwashing in the construction sector, particularly during periods of heavy government funding, where exaggerated or misleading claims became widespread. By joining the Charter, Back to Earth aimed to clearly differentiate itself from competitors through diligence and data.

Experience as a Signatory

The Charter process helped Back to Earth strengthen its already careful approach to sustainability communications.

Key changes included:

• Refining marketing language to remove ambiguity and avoid vague sustainability messaging.

• Formalising evidence-based claims, ensuring every assertion is supported by Environmental Product Declarations (EPDs) or other trusted data.

• Improving internal processes, such as updating green claims policies and assessing all promotional material with a critical, data-led lens.

“It’s easy to be vague in your marketing. The Charter helped us cut that out — everything we say now is backed by something solid.”

Chris also explained how working with EPDs has led to deeper product understanding, helping the team communicate benefits more confidently and accurately.

The Impact

For Chris, the benefits of joining the Charter have been clear:

• Increased internal confidence in communications

• Deeper trust from customers, who appreciate transparent, technical claims

• More rigorous internal knowledge of materials and their environmental impacts

“It always comes back to trust. If we can be specific and show our data, customers trust us more — not just in our marketing, but across the board.”

Advice to Other Organisations

Chris sees The Anti-Greenwash Charter as a rare and valuable tool for accountability in sustainability marketing:

“There’s too much nonsense out there. This is one of the few standards that forces you to back up your claims — and that can only be a good thing.”

His advice to others?

“Get involved. It improves your customer relationships, your messaging, and your own understanding of your product.”

Challenges in the Sector

Chris highlighted two major challenges facing the built environment sector:

1. Lack of understanding about products and their true impact.

2. Ease of making unverified claims, particularly with generic terms or selective data.

He believes a deeper awareness of how products are made, used, and disposed of will lead to better buying and selling practices — and ultimately, more sustainable outcomes.

Looking Ahead

Back to Earth is excited about future tools being developed through the Charter, including AI-driven content checks that could simplify compliance and widen adoption:

“It’ll be a game changer — helping more people produce honest marketing without needing deep technical expertise.”

Chris also hopes to see more visibility for the Charter and encourages greater industry uptake:

“There are still too many businesses selling without understanding the impact of what they’re doing. The Charter can help change that.”

Ready to Strengthen Your Commitment to Responsible Communications?

Join The Anti-Greenwash Charter and position your organisation as a leader in responsible, transparent communications. Take the next step today and start your journey toward greater accountability and trust.

👉 Apply to become a signatory now