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Spotted in the wild: the most honest case of Greenwash we’ve ever seen. No, really — it’s called GreenWash. An actual washroom and toilet cleaner from GMB Products that proudly claims to be eco-friendly. While this is (hopefully) a case of unfortunate naming rather than

“Boards and CEOs must decide whether to be loud champions of sustainability—or quietly hope no one notices.” That line from Josh Matthews 🔶 of HFS Research cuts through the noise. With regulation tightening and reputational risks rising, silence isn’t safety—it’s a gamble.

“If we can’t tell the difference between eco-friendly and eco-fraud, we’re not saving the planet—we’re just flattering ourselves.” Charlie, our founder, will be joining the Festival of Debate 2025 on May 8 to dig into the behavioural weirdness behind greenwashing: Why it happens, why we

“The same machine that floods our feeds with fluff could help rebuild trust — if we teach it to ask better questions.” AI won’t fix sustainability communications alone. But tools like truMRK show how it can challenge, check, and clarify before the damage is done. A big thanks

“The fine for misleading consumers? Up to 10% of global turnover. Suddenly, vague green claims don’t seem so ‘cost-effective’.” The UK’s new Digital Markets, Competition & Consumers Act is no paper tiger — it arms the Competition & Markets Authority with serious enforcement powers. Fake reviews,

Why do we expect sustainability to work when it’s the only business function expected to succeed despite the incentives? On The Responsible Edge, we sat down with Kate Chilton of BamCore—a startup manufacturing climate-positive building products—to talk about the maddening

What if the sustainability revolution didn’t start in a lab or boardroom, but with a suitcase full of sweaters? On the latest episode of The Responsible Edge, we explore the quiet, catalytic influence of Ellen Weinreb—founder of Weinreb Group and the recruiter behind some of the

“Trust is maintained through consistency — not just intention.” That’s why Campaign Reviews are a core part of how The Anti-Greenwash Charter works. Over the last few months, we’ve completed reviews with a number of signatories to help ensure their sustainability communications stay aligned

“Data doesn’t change minds. Stories do.” In our latest in-person episode (watch out, coming soon), we sat down with Russ and Gemma of Two Drifters Distillery — a carbon-negative distillery proving you don’t need a manifesto to move people, just a story worth believing in. We talked

Great to see our very own Karen Revel-Chion and Harriet Woollard hosted by Emily Luscombe and the ERM Sustainability Institute team this morning—diving into what credible sustainability assurance really looks like. 📍 From intention to impact, the discussion tackled a key question: How do we turn good