The Anti-Greenwash Charter: Our Next Chapter as a Not-for-Profit.

We’ve got big news. The Anti-Greenwash Charter has been formally established as a not-for-profit organisation — and we couldn’t be more excited about what this means for our work, our signatories, and the future of sustainability communications.

This isn’t just a change in structure. It’s a clear statement of intent: we’re here to lead, not just react — and we’re doubling down on our mission to build a future where sustainability claims are trustworthy, transparent, and backed by real action.

“This shift reflects what we’ve always believed,” says Charlie Martin, CEO of The Anti-Greenwash Charter.

“That the real power of sustainability lies in honesty — and in the courage to communicate it clearly.”

Why becoming a not-for-profit matters

Let’s face it: greenwashing isn’t going away on its own. And when so many standards and certifications are tangled up with commercial interests, it’s hard to know who to trust.

That’s why we’ve made the decision to become a not-for-profit — so we can stay independent, focused, and accountable to the right people: the public, our signatories, and the wider movement for responsible business.

What this change means in practice:

• ✅ We don’t have shareholders — so every penny we bring in goes back into our work.

• ✅ Our decisions are based on integrity, not commercial pressure.

• ✅ We’re free to challenge greenwashing wherever it shows up — and support those doing things right.

It’s about leadership — not just compliance

Sure, we help organisations avoid greenwashing. But more importantly, we support them in leading the way.

This isn’t about ticking boxes or playing it safe. The Charter is about helping you stand for something bigger: clear, credible, values-led communication that builds trust and drives real progress.

“Being a signatory isn’t just about meeting a standard,” Charlie explains.

“It’s about helping set it — and showing others what responsible communication actually looks like in practice.”

What this means for our work (and for you)

This next chapter allows us to do more of what matters — for our signatories, for the wider industry, and for the public we all serve.

🌱 More impact

We’re expanding our Greenwash Research Initiative so we can better understand how sustainability claims are made, what’s working, and where the risks lie — and then turn that into practical insights for business, policy, and the media.

🛠️ More support for signatories

We’re building more templates, tools, training and guidance to help you embed good practice across your teams — whether you’re refining your messaging or planning your next campaign.

🤝 More collaboration

As a not-for-profit, we’re now even better placed to partner with regulators, NGOs, B Corps, and industry groups — and to bring our signatories into those conversations too.

This is a collective effort — and we need leaders

The Charter has always been about more than avoiding bad practice. It’s about recognising and supporting the organisations doing the hard, honest work to communicate sustainability well.

By becoming a signatory, you’re not just meeting a requirement. You’re joining a growing group of businesses who are choosing to lead.

• 🟢 You’re helping build a market where responsible brands are rewarded.

• 🟢 You’re contributing to a standard the public can trust.

• 🟢 You’re proving that transparency isn’t a risk — it’s a strength.

“We’re proud of what our signatories stand for,” says Charlie.

“And we’re even more excited about what we’ll build together next.”

Ready to be part of something bigger?

If your organisation believes in doing the right thing — and telling the truth about it — we’d love to have you with us.

📢 Join us as we take this next step.
Become a signatory, shape the future, and show the world what responsible sustainability communications really look like.

Join the Charter →