Why Sign the Charter?
Sustainability is a priority for many, with almost 90% of professionals surveyed in our research believing that greenwashing is a significant issue, negatively impacting customer confidence and obstructing genuine sustainability efforts. To maintain credibility, organisations must ensure their sustainability claims are accurate and verifiable, avoiding practices that erode trust.
Greenwashing—false or exaggerated sustainability claims—undermines trust, with 74% of our survey respondents stating that it leads to reputational damage, and 64% confirming it harms existing relationships. This not only fuels scepticism but also exposes organisations to legal and reputational risks.
The Anti-Greenwash Charter was created to restore trust by recognising organisations that adopt a transparent and authentic approach to their marketing and communications.
By signing the Charter, your organisation can build trust, reduce legal risks, and enhance its reputation. Together, we can combat the harmful effects of greenwashing on the development of a truly sustainable future.
– Build Confidence
Communicating sustainability efforts confidently ensures alignment between values and actions while avoiding the pitfalls of greenhushing, which 20% of our survey respondents identified as a contributing factor to mistrust.
– Attract Customers
Nearly 72% of our survey respondents indicated they would pay more for products with verifiable claims. A clear commitment to authenticity in sustainability can attract a broader market.
– Minimise Risks
With growing global regulatory scrutiny, responsible communication practices can mitigate legal risks. 57% of our survey respondents indicated they would remove suppliers from their supply chain if found guilty of greenwashing.
– Strengthen Trust
With 88% of our survey respondents identifying greenwashing as a problem, signing the Charter ensures transparency and builds trust.
– Receive Guidance
Signatories of the Charter receive support to develop a Green Claims Policy, with optional training available to enhance understanding and compliance with best practices.