Welcoming Sarah O’Sell as Special Advisor to The Anti-Greenwash Charter.

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 of promoting transparent and responsible communication.

A Journey Rooted in Sustainability

Sarah’s path to the Charter is filled with hands-on experience in sustainable innovation. She began her journey studying Industrial Design at Western Washington University, where she co-founded a solar window startup focused on renewable energy solutions. This technology, now licensed to entities like NASA, exemplifies her commitment to transforming sustainability from concept to impact.

A Proven Advocate for Transparent Communication

Reflecting on her journey, Sarah shares, “All this to say – I am someone who has been trying to tackle this issue for over 10 years. I have worked across enterprise departments to validate claims and produce content. It is a laborious process! Through Anim8 Collective, I am a ‘Green Commercial Excellence’ consultant for businesses with sustainability initiatives.

There are few people like me out there. I recognised The Anti-Greenwash Charter as a solution that can scale to mitigate greenwashing risk and move sustainability communications forward worldwide.”

Closing the Gap in Sustainability Communication

Sarah’s career includes significant roles in sustainable product design, including at Starbucks, where she identified a critical gap: the need to improve how companies communicate their sustainability efforts. This experience deepened her dedication to transparency—a principle that aligns seamlessly with The Anti-Greenwash Charter’s mission.

A Philosophy of Authenticity in Business

For Sarah, authenticity in sustainability isn’t just a business tactic; it’s a core belief. She emphasises, “Researchers have repeatedly proven the business benefits of authenticity in sustainability: improved revenue margins by 9-12%, customer trust, and competitiveness, especially as the Millennial and Gen Z generations reach peak buying potential.

Authenticity in sustainability efforts is essential for every company today and into the future.”

Supporting Small Businesses in Sustainability

The Anti-Greenwash Charter supports small businesses like Sarah’s Anim8 Collective, helping them communicate their sustainability initiatives with confidence. Sarah notes:

“As the founder of a small business, I have personally tried to outline my awareness of sustainability in Anim8 Collective’s first sustainability report. The Anti-Greenwash Charter would help boost my confidence in communications and ensure consistent alignment with research-backed, established claims.”

A New Chapter for The Anti-Greenwash Charter

Sarah’s appointment is a major step as we grow our influence in North America. Her expertise will help us guide businesses of all sizes toward responsible communication, building customer trust and enhancing credibility. Welcome, Sarah! Together, we’re looking forward to a future where authentic, transparent communication is at the heart of every sustainable business.