The Anti-Greenwash Charter

💡 What does it take to become and remain a signatory of The Anti-Greenwash Charter? It’s more than a box ticking exercise—it’s an ongoing commitment to implement transparent, trustworthy sustainability communications. Here’s how it works: 1️⃣ Application & Assessment 🧐 Review regulatory history & media coverage 🔍 Evaluate current communication practices 2️⃣ Development & Approval 📄 Create a bespoke Green Claims Policy 🧑🏫 Receive tailored anti-greenwashing training ✅ Align static content with the Charter’s standards 3️⃣ Campaign Reviews & Support 🔁 Regular spot checks ensure ongoing compliance 🛠 Address non-compliance to maintain verified status Signatories like Karndean Designflooring UK, Morgan Sindall Construction, and Gunnebo Entrance Control know the value of this process. As Kelsey Parsons puts it: “Authentic sustainability is all about evidence. It’s not just about claiming progress; it’s about showing facts to back it up.” Ready to transform your sustainability communications? 🔗 https://lnkd.in/eM9M4sNU #Greenwashing #Transparency #Sustainability #ResponsibleBusiness

Webinar tomorrow 12 PM – Green claims. Greenwashing. Greenhushing. Are you struggling to get sustainability messaging right? You're not alone. Join us tomorrow, 30 July at 12pm for a powerful Connect365 webinar that cuts through the confusion and explores how marketers can navigate the greenwash minefield in the built environment. Hosted by Martin Hurn Futurebuild, with Charlie Martin The Anti-Greenwash Charter, and Malin Cunningham Hattrick | B Corp™ certified this session will reveal key insights from our Green Claims Pulse Survey, delivered in partnership with The Carbon Literacy Project. You’ll come away with real insights, including: ✔ Why many brands are pausing sustainability comms ✔ The growing demand for transparency, including LCAs ✔ How to build trust through your marketing messaging Don’t miss the webinar, secure your place now - https://bit.ly/4o1kHe1 #FuturebuildConnects #Connect365 #FuturebuildWebinars #GreenClaims #SustainabilityComms #Greenwashing #BuiltEnvironment #MarketingEthics #Futurebuild2026 #LifecycleAssessments

You don’t build trust by hiding progress, you build it by owning the messy middle and telling the truth. Greenhushing is rising, especially in the built environment, and our latest podcast with Futurebuild explores why. Based on new research from the Green Claims Pulse Survey (developed with Futurebuild, Hattrick | B Corp™ certified, and The Carbon Literacy Project), our founder Charlie breaks down the fear, the silence, and how better systems can bring credibility back into the conversation. #Greenhushing #GreenClaims #BuiltEnvironment #SustainableComms #AntiGreenwash #Transparency #Futurebuild #ClimateLeadership #MarketingWithIntegrity #SustainabilityLeadership #CarbonLiteracy #ClimateAction #GreenPulseSurvey

Why are so many built environment organisations holding back on sustainability communications? Join us on 30 July for Futurebuild’s Connect365 webinar, where our founder Charlie will explore the answers with Martin Hurn and Malin Cunningham, sharing insights from the Green Claims Pulse Survey developed with Hattrick | B Corp™ certified and The Carbon Literacy Project. #GreenClaims #Futurebuild #SustainabilityComms #CarbonLiteracy #AntiGreenwashCharter #BuiltEnvironment #ClimateAction #SustainableLeadership

Hosted at Everyman Cinema, our latest Futurebuild Connect Event, in partnership with The Anti-Greenwash Charter, The Carbon Literacy Project, and Hattrick | B Corp™ certified brought together industry leaders to explore one of the sector’s most urgent challenges: greenhushing and why silence on sustainability is no longer an option. From powerful Through panel discussions to real-time, live survey insights, the evening sparked an honest conversation about and audience input, we addressed key challenges including greenwashing, accountability, and the role of carbon literacy in shaping credible, confident communication. driving real change. A big thank you to everyone who joined us attended and contributed to a thoughtful and necessary conversation. 👉 Read the full press release and download the report ‘Greenhushing – silence is costing credibility’ https://lnkd.in/eZSWX5F9. 💡 Want to stay part of the conversation? Join the Connect365 community for webinars, podcasts, exclusive content and more: https://bit.ly/4kUfdze #FuturebuildConnect #SustainableConstruction #CarbonLiteracy #Greenwashing #BuiltEnvironment

The Futurebuild The Anti-Greenwash Charter Hattrick | B Corp™ certified The Carbon Literacy Project report highlights that 66% of building professionals are now more concerned about greenwashing than they were a year ago, and it's crucial that we address this growing challenge. But is the industry is moving beyond misleading claims to no claims? 38% of organisations reducing or pausing their communication on sustainability due to fear, risk and uncertainty. Greenhushing only undermines progress, while verified green claims build trust and drive genuine change. For anyone navigating this challenge in the built environment sector, transparency and verified actions are the way forward. Also any action is well just that an action! So no matter how big or small it counts towards the journey to a sustainable future. At Gunnebo Entrance Control we’re tackling this head-on through our TAGC Green Claims Policy and Educational Programme. We focus on ensuring our sustainability claims big and small are verifiable, transparent, easy to understand and aligned with our actual practices—because we believe in honesty over hesitation. Let’s stop the hush, and let’s make sure our claims are credible so we can celebrate the wins and openly discuss the challenges. 🔗 Read the report: https://lnkd.in/eFanCeAm #Greenhushing #Greenwashing #Sustainability #BuiltEnvironment #Transparency #LeadingOnSustainability

“Silence isn’t a realistic long-term strategy,” says our CEO Charlie Martin — and that’s the takeaway from our new piece reflecting on last week’s Green Claims Pulse Survey findings, delivered in partnership with Futurebuild, The Carbon Literacy Project, and Hattrick | B Corp™ certified. Greenhushing is real — but with the right support, it doesn’t have to be inevitable. #Greenhushing #GreenClaims #Futurebuild #CarbonLiteracy #SustainableComms #BuiltEnvironment #SustainabilityLeadership #AntiGreenwash #ESG #ClimateAction #PulseSurvey

Last night our Global Marketing & Sustainability Director, Tina Hughan, FCIM CMktr explored and discussed the findings of the Green Claims Pulse Survey in a lively panel discussion at the first Futurebuild Connects event. The panel talked about the problem of declining sustainability communications, the rising feelings of distrust and how organisations can counter by honest and transparent marketing on sustainability. Marking the publication of ‘Greenhushing: Silence is Costing Credibility’, a report published by The Anti-Greenwash Charter and Futurebuild in partnership with The Carbon Literacy Project and Hattrick | B Corp™ certified the panel talk addressed the need for action. Tina highlighted the importance of training for marketing teams and the need for close cooperation between marketing and sustainability departments against a background of the alarming statistic that 38% of businesses in the built environment sector have scaled back their sustainability communication due to reputational risk, data uncertainty or fear of backlash. Tina was joined by Ankita Dwivedi, Pauline Robson and Karen Revel-Chion and The Anti-Greewnwash Charter’s founder, Charlie Martin. Download the report today: https://bit.ly/4lJ5XPK #sustainability #entrancecontrol #marketing #communications #greenwash #greenhush

A notable moment for The Anti-Greenwash Charter last night, as our latest research (created alongside Futurebuild, The Carbon Literacy Project and Hattrick | B Corp™ certified) on greenhushing in the built environment sparked important conversations for the industry. Big thanks to Pauline, Karen, Veronica and Harriet for representing The Charter. 📊 If you haven’t seen the research yet, it’s well worth downloading the report: https://lnkd.in/enCnUf-N #Greenhushing #AntiGreenwash #BuiltEnvironment #Sustainability #Transparency #Leadership

📣 Last few seats left! We’re excited to be partnering with Futurebuild, The Carbon Literacy Project and Hattrick | B Corp™ certified for a special Connect event this Thursday — spotlighting how the built environment can shift from fear and silence to confident, credible sustainability communication. We’ll be revealing insights from our first annual Green Claims Pulse Survey, with space to connect, question, and explore what integrity in sustainability messaging really looks like. 🗓 17 July, 5:00–7:30PM (Networking till 10:00PM) 📍 Everyman Cinema, Broadgate, London 🎟 RSVP today to chris.meads@futurebuild.co.uk – final places going fast! #FuturebuildConnect #Sustainability #GreenClaims #BuiltEnvironment #AntiGreenwash #CarbonLiteracy #SustainableCommunication #GreenPulseSurvey #LondonEvents #ClimateAction #SustainabilityInsights #GreenBuilding #EcoInnovation #SustainabilityLeadership