The Meaning Behind the Mark.

The story and purpose of The Anti-Greenwash Charter logo.

The Anti-Greenwash Charter mark was designed to stand for something clear and human: honest communication about sustainability. Every element of the design has meaning, and together they reflect what the Charter exists to do; help organisations communicate with truth, transparency, and trust.

Listening before leading

The logo brings together two core ideas: listening and sustainability.

The ear shape represents listening, one of the Charter’s founding principles. Real progress begins when organisations listen to their audiences, communities, and stakeholders before they speak. It’s about understanding before acting, and dialogue before declaration.

The leaf inside the ear symbolises sustainability, growth, and care for impact. It connects the human act of listening with the natural world, reminding us that sustainability communication is both a human and environmental responsibility.

Every part of the mark links back to the Charter’s four core standards: Transparency, Accountability, Fairness, and Honesty.

A mark with meaning for signatories

When an organisation becomes a signatory, it earns the right to use the Charter’s certified marks. These are not decorative. They are visible proof of a public commitment to responsible communication.

Each version of the mark serves a specific role:

Certified Signatory Mark

Used by organisations that have formally joined the Charter and committed to applying its standards across all sustainability communications. It shows that the organisation’s internal processes and external messages are being reviewed and strengthened through independent guidance and peer accountability.

Reviewed Campaign Mark

Used for specific campaigns, advertisements, or reports that have been individually reviewed by The Anti-Greenwash Charter team. It signals that a piece of communication has been checked for clarity, accuracy, and appropriate context post publication. This gives audiences confidence that the claims made have been responsibly presented and supported by evidence.

Green Claims Policy Statement

A supporting asset that sits alongside signatory content. It invites transparency by encouraging readers to understand the full context of any claim and to share feedback or concerns. It also links to the organisation’s own Green Claims Policy, which sets out how it ensures accuracy and responds to any concerns raised.

Together, these assets form a full recognition system for responsible sustainability communication. They create a clear, consistent way for organisations to demonstrate integrity and build trust with stakeholders.

Why the Charter mark matters

The mark helps organisations find the right balance between greenwash and greenhush. Too often, businesses either overstate their impact or stay silent out of fear of criticism. The Charter gives them a framework for speaking with confidence and care.

Displaying the mark tells audiences three things:

1. The organisation’s sustainability messages are backed by an independent standard.

2. It welcomes scrutiny, feedback, and improvement.

3. It believes communication should drive progress, not confusion.

The mark is not a badge of perfection. It is a sign of accountability, openness, and ongoing learning. It helps organisations move from uncertainty to clarity, from compliance to leadership.

A growing community of responsible communicators

Every signatory helps shape a new standard for how sustainability is discussed. By using the mark, they show that honest communication is not just possible, it is powerful.

The Charter community is built on collaboration and shared learning. Each organisation that joins helps strengthen the credibility of sustainability communication across industries and regions.

When you see The Anti-Greenwash Charter mark, you know the organisation behind it is serious about truth and trust.

Communicate About Sustainability with Confidence

If your organisation wants to protect its reputation, reduce greenwashing risk, and communicate sustainability with confidence, we’d love you to join us.

📢 Become a signatory of The Anti-Greenwash Charter.
Shape the future of responsible communication and show stakeholders what honest, trusted sustainability leadership looks like.

Join the Charter →