EST. 2022
About The Anti-
Greenwash Charter
Founded by communications strategist Charlie Martin, The Anti-Greenwash Charter is a not-for-profit initiative that helps organisations build trust through honest, credible sustainability communication.
The Story So Far
Since launching in 2022, the Charter has worked with over 70 organisations across sectors — including certified signatories like Morgan Sindall Construction, Karndean Designflooring, and Gunnebo Entrance Control.
Backed by respected partners including Futurebuild, The Green Register, Timber Development UK, ASBP, AECB, and Good Homes Alliance, the Charter has grown into a trusted benchmark for responsible sustainability communication.
CHAPTERS
– Our Impact & Recognition
In 2023, the Charter was named a finalist at the UK Green Business Awards and featured in outlets like Business Green and Building Construction Design.
A new partnership with Exeter University and the SETSquared Accelerator programme is now helping to expand our impact — providing signatories with access to world-class research, innovation, and support.
– Our Vision
Our vision is to raise the standard of sustainability communication — helping organisations avoid greenwashing, exceed regulatory expectations, and lead with clarity and confidence.
We are building a global community of brands, advisors, and experts committed to making sustainability communication more honest, transparent, and trusted.
– Take the Next Step
If your organisation is ready to lead with integrity, the first step is to apply to join. The application takes just a few minutes and helps us understand your current practices, so we can tailor the right support.
The Executive Team
Meet the Charter’s executive leadership, guiding our strategy and mission.
Charlie Martin
FOUNDER AND CEO
As CEO of The Anti-Greenwash Charter, Charlie combines his expertise in responsible communications and sustainable business practices with his role as a podcast host exploring ethical business. He leads the Charter’s strategic direction and partnership development.
The Advisory Council
A panel of experienced leaders across sustainability, ESG, marketing, policy, and communications who shape the direction of the Charter and ensure it stays grounded, practical, and forward-thinking.
Núria Antoja
FORMER MARKETING DIRECTOR, RECKITT
“I chose to join The Anti-Greenwash Council because I loved the passion of the founding team and their mission. Through the Council I can contribute to ensure transparency, support businesses of all sizes to adhere to genuine sustainability practices and make a meaningful impact to the green agenda and corporate ethics.”
John Battersby
FORMER HEAD OF ESG, METRO BANK
“With businesses, customers and regulators rightly taking a greater interest in sustainability than ever, it’s vital that firms’ green claims can be trusted. The Anti-Greenwash Charter is a powerful mechanism for ensuring credibility and authenticity, and I am delighted to support this important initiative as a member of the Anti-Greenwash Council.”
Alex Nichols
CORPORATE SUSTAINABILITY ADVISOR
“The team at TAGC want to make a difference by nudging how marketing and external affairs practitioners approach their work, in a balanced, creative, realistic and pragmatic manner. The team is clearly passionate and energetic. And they are young: this is a good bunch to work with.”
Karen Revel-Chion
FORMER MARKETING DIRECTOR, ALLWYN
“I’d like to use my extensive industry experience to help build the movement against greenwashing, as it is damaging for both customers and brands.”
Johannes Wassenberg
CEO, S-CUBED
“I believe the Charter is providing a valuable service to companies that are all trying to find their way through new sustainability requirements; and that more often than not need help in not getting too carried away with promises, but finding the right balance between a bold vision and the current realities.”
Veronica Heaven
SPEAKER AND AUTHOR
“Through the Council, we are bringing together some minds that can help provide context and a considered perspective to some of the most challenging and potentially controversial areas of sustainability claims.”
Richard Pike
SUSTAINABILITY DIRECTOR, COOK
“Having been in the food industry since God was a boy I am increasingly frustrated at the opaqueness of Marketing comms and think the charter could provide a great level of validation.”
Pauline Robson
MANAGING PARTNER, ESSENCEMEDIACOM
“Communications is vital to creating the societal shift required for a thriving, regenerative planet and a liveable future. And yet many brands are retreating from making green claims due to concerns about stricter regulations. I’m excited to be involved in TAGC as it works to enhance the credibility of sustainability messaging.”
Collaborators
Experts and advisors supporting the Charter’s development in areas such as AI, behavioural science, public policy, research, and international growth.
Sarah O’Sell
GO-TO-MARKET & FUNDRAISING
“The Charter is a smart framework builder and content auditing tool that works for the stakeholders and at the speed of any business. I’m thrilled to help the Anti-Greenwash Charter scale in North America and beyond!”
Gavin Carey
AI & TECHNOLOGY
“The Anti-greenwash Charter marks presence on the marketing and communications output of suppliers, and the reports behind them, will massively reduce the friction, allowing for faster, better, purchasing decisions.”
Josh Matthews
RESEARCH & POLICY
“Transparency is the only way to establish trust. That’s as true for business as it is for policymakers or individuals in daily life. The Anti-Greenwash Charter’s purpose of establishing transparency in sustainability communications is what an untrusting world needs.”
Julien Lancha
BEHAVIOURAL SCIENCE & SAAS
“In an era where transparency and authenticity are paramount, the Anti-Greenwash Charter plays a crucial role in promoting responsible sustainability and transparent communications. I am excited to contribute my expertise in behavioral science and data-driven innovation to support their mission.”
John Pabon
PARTNERSHIPS & GROWTH
“The Anti-Greenwash Charter fills a massive gap in the communication space as a trusted, verified way for brands to demonstrate a genuine commitment to sustainable messaging. While other major global schemes explore operations and environmental compliance, this is the only one to look specifically at the scourge of greenwashing.”
Jack Cunningham
SUSTAINABILITY ADVISOR
“The Anti-Greenwash Charter is a great example of an initiative that will help companies tread carefully and consciously in messaging their sustainability credentials or claims. We don’t want to see ridiculous claims, but nor do we want companies to silence themselves and I’m excited to see what the Charter can achieve.”
Gareth Brown
MARKETING & COMMUNICATIONS
“The Charter’s mission to create a global standard for sustainability communications – utilising tools and frameworks that offer transparency and claim verification – will play an increasingly important role in helping businesses to communicate more responsibly and freely, and safeguard against the risks of greenwashing.”
Oliver Parry
FINANCE SECTOR SPECIALIST
“I’m delighted to be supporting The Anti-Greenwash Charter as a senior adviser, which is crucial for the communications industry, as it will help solidify trust and safeguard reputation for businesses. In an era of heightened scrutiny, genuine sustainability efforts must be communicated with integrity. The Charter provides a clear framework, empowering us to differentiate authentic claims from misleading ones.”
CAREERS
Join a Growing, Ambitious Team
We’re growing — and we’re always looking for values-driven people. If you’re excited about raising the bar in sustainability communications, get in touch to learn about current roles.