How The Anti-Greenwash Charter is Supporting Karndean Designflooring on Their Sustainability Journey.

Karndean Designflooring, a leading supplier of luxury vinyl flooring, has always been at the forefront of innovation and pioneering business practices. As the company moves towards a greener future, their commitment to transparency and authenticity has become paramount. To ensure their sustainability efforts are both genuine and impactful, Karndean joined The Anti-Greenwas Charter, a decision driven by their dedication to supporting industry peers and their customers alike.

Jamie Shaw, Global Head of Sustainability at Karndean Designflooring, explains the motivation behind their decision:

“The built environment accounts for around a quarter of the UK’s total greenhouse gas emissions. To meet the government’s legally binding target to reach net zero by 2050, it’s clear that the construction industry needs to take bold action and quickly.”

Karndean’s leadership recognised the importance of transitioning from merely talking about sustainability to actively showcasing their commitment. Signing up to The Anti-Greenwash Charter was an essential step in combating industry misinformation and establishing Karndean as a trusted, transparent partner to architects and designers.

Building a Sustainable Business Model: Karndean’s Approach

Karndean’s Evolve™ strategy underpins their sustainability journey, focusing on six key areas: climate change, sustainable resource use, supply chain transparency, individual health and wellbeing, inclusion and diversity, and education. The Anti-Greenwash Charter has been pivotal in guiding Karndean to not only develop these goals but to ensure they are met with integrity. Jamie says;

“The Charter has shown us that it’s not just about words; we also need to be mindful of the imagery and colours we use when discussing our sustainability claims.”

By taking a holistic approach to responsible communication, Karndean is ensuring that their marketing and visual content remains aligned with their sustainability ethos. The Charter has encouraged the company to publish previously undisclosed information and regularly review their Green Claims Policy, ensuring that they provide customers with clear, honest data.

Transforming Internal Policies and Customer Engagement

Being a signatory to The Anti-Greenwash Charter has also sparked internal changes at Karndean. They’ve implemented an ongoing employee training programme focused on transparency and accountability. This has fostered a company-wide culture where accurate, substantiated claims are non-negotiable. Jamie elaborates:

“Making information available to our customers through all our communication channels ensures they have access to the information they need to understand our evolution and to embark on their own sustainability journey.”

Through the Charter, Karndean has committed to always being honest, fair, and accountable. Their Green Claims Policy reinforces this, ensuring that all claims are fair and substantiated, while maintaining high standards of responsible marketing.

The Challenge of Maintaining Transparency in a Competitive Market

For Karndean, upholding honest environmental claims is crucial, especially in the highly competitive flooring market. With public demand for sustainable products on the rise, businesses that fail to adapt risk being left behind. Recognising this challenge, Karndean has empowered a multi-disciplinary team to review environmental claims, ensuring that all published information is accurate and transparent. As Jamie puts it:

“Change is hard, especially in a highly competitive market like flooring, but with the effects of increasing greenhouse gas emissions becoming clearer every day, it’s obvious that this transition is no longer optional.”

A Call to Industry Peers

Karndean Designflooring’s commitment to transparency sets a strong example for the rest of the industry. As the first flooring manufacturer to sign The Anti-Greenwash Charter, Karndean is sending a clear message to its peers: authenticity in sustainability is not just about reputation—it’s a business imperative. Jamie concludes:

“These are still early days in our transformation, but we know that great things can be achieved when we take a collaborative approach. We encourage others in the flooring industry to join us on this journey.”

By partnering with The Anti-Greenwash Charter, Karndean is not only holding itself accountable but also inspiring change across the flooring industry. Together, they’re paving the way towards a more sustainable and transparent future.

The Need for Responsible Corporate Communicators and Why Recognition Matters.

In a world where information spreads faster than ever, corporate communicators hold the power to shape public opinion. The stories they tell can make or break a company’s reputation. But with that power comes responsibility. In the realm of environmental, social, and governance (ESG) issues, where transparency is more important than ever, misleading communication can be costly. That’s why businesses need responsible corporate communicators – professionals who are committed to honesty, clarity, and accountability.

The Greenwashing Problem: Why It’s Time for Change

Greenwashing has become all too common. It’s damaging and often leads to public backlash when the truth comes out. Take Volkswagen, for example. The car giant claimed its diesel vehicles were low in emissions, but it was later found they had been rigging tests. The result? A global scandal, costing the company over £25 billion in fines and seriously damaging its reputation.

Greenwashing undermines trust. In today’s marketplace, consumers are savvier, quicker to call out deceit, and more likely to walk away from brands that lie. This makes the role of responsible corporate communicators more vital than ever. Businesses can no longer afford to bluff their way through sustainability claims.

What Does It Mean to Be a Responsible Corporate Communicator?

Being a responsible communicator isn’t just about ticking legal boxes. It’s about being clear, truthful, and proactive in the way you share information. Here’s what it looks like in practice:

1. Truth, The Whole Truth: Don’t exaggerate or hide behind half-truths. If your company claims its products are eco-friendly, make sure this is backed by hard evidence, not just marketing fluff.

2. Crystal Clear: Avoid vague terms like “green” or “eco.” Be specific. For instance, “Our packaging is made from 80% recycled materials” is much clearer and more credible than “Our packaging is eco-friendly.”

3. Own It: Be open about both successes and failures. Unilever, for example, regularly updates the public on its sustainability goals – even when it falls short. This builds trust and credibility with consumers.

4. Proof, Not Promises: Support your claims with evidence, whether it’s through third-party verifications or detailed reports. If you say your business is carbon-neutral, ensure you’ve got credible data to back that up.

Real-World Examples of Responsible Corporate Communication

1. Patagonia – The Gold Standard for Authenticity
Outdoor brand Patagonia is renowned for its responsible communication. The company actively campaigns for environmental causes, often telling customers to buy less. That might seem counterproductive for a retail brand, but it has built Patagonia a fiercely loyal customer base. When Patagonia makes sustainability claims, they’re specific, backed by verifications, and open for scrutiny. Their honesty strengthens their brand and keeps customers coming back.

2. IKEA – Ambition, Backed by Honesty
IKEA has ambitious sustainability goals, like becoming climate-positive by 2030. But unlike some companies, IKEA is transparent about the challenges it faces. In its 2022 Sustainability Report, IKEA admitted it was struggling to reduce supply chain emissions. Instead of hiding these difficulties, IKEA is upfront, detailing how it plans to tackle the issues. That kind of honesty resonates with consumers and reinforces their long-term commitment to change.

3. LEGO – Owning the Challenge
LEGO is another brand that handles its sustainability communications well. The company aims to switch to fully sustainable materials for its iconic bricks by 2030, but it’s been open about the difficulties involved. Rather than making empty promises, LEGO communicates its setbacks alongside its progress, building trust with its customers and stakeholders alike.

Why Being Recognised as a Responsible Communicator Matters

The benefits of being recognised as a responsible communicator are clear:

1. Build Trust and Loyalty
Trust is everything. Consumers, investors, and partners are far more likely to engage with a company they trust. According to Edelman’s Trust Barometer, 86% of people expect CEOs to be open about issues like climate change. Companies that communicate transparently build stronger relationships with their customers and stakeholders, helping them weather any storm.

2. Avoid Legal and Regulatory Issues
Governments are cracking down on false claims, especially around sustainability. For instance, the EU’s Green Claims Directive is designed to penalise companies making misleading environmental statements. Businesses that invest in responsible communication are far less likely to face these costly legal battles.

3. Stand Out in the Crowd
In competitive industries, being recognised as a responsible communicator can set you apart. In fashion, for example, brands like Stella McCartney stand out by prioritising sustainability and transparency, winning over consumers who are looking for more ethical choices.

4. Attract the Right Customers and Talent
Younger generations are more conscious of the brands they support and the companies they work for. A Nielsen survey found that 73% of global consumers are willing to change their buying habits to reduce their environmental impact. Companies that communicate their values clearly not only attract loyal customers but also top talent.

5. Drive Long-Term Growth
Responsible communication doesn’t just help you avoid backlash; it’s also good for business. Patagonia, Unilever, and LEGO are proof that when you communicate openly and honestly, you can grow a business that thrives in the long run.

A Closer Look at The Anti-Greenwash Charter’s Campaign Review Process.

The Anti-Greenwash Charter plays a key role in ensuring that companies’ green claims are credible and backed by evidence. This commitment protects stakeholders from misleading information and keeps the integrity of environmental marketing and communications intact. One of the Charter’s most important tools in achieving this is the Campaign Review process, which evaluates a signatory’s marketing campaigns or communications to ensure they comply with their Green Claims Policy (GCP).

This article explains the Campaign Review process, using the recent review of Select First’s “Explore the World with Cities from Louis de Poortere” campaign (see the press release below), which promoted their 100% recyclable Ecorugs, as an example. Read the full Campaign Review report here.

The Campaign Review Process: An Overview

The Campaign Review process is a systematic and thorough evaluation that checks whether every aspect of a marketing campaign meets the standards set out in a signatory’s Green Claims Policy. This process ensures that environmental claims are not only accurate and transparent but also backed by solid evidence. Here’s a breakdown of how the process works, using the Select First campaign to provide examples of evidence gathered and analysis.

Tom Bourne, Creative Director of Select First, shares his experience with the review process:

“The good news is that we passed and are deemed compliant,” he mentions, indicating that their internal practices met the Charter’s standards. However, he also highlights areas where improvement is needed, particularly in “evidence collection and ensuring that we make it easier for people to report a complaint.”

Collaboration Between Agencies and Clients

For organisations that work with external agencies, the review process can be particularly challenging. Tom speaks to this point, explaining that agencies like Select First often find themselves:

“Beholden to our fee-paying customers when it comes to what they want us to write and to what evidence they are prepared to submit.”

Despite these challenges, Tom expresses confidence in the evolving understanding between agencies and their clients:

“I’m confident that our clients will become more and more aware of the need to build a dialogue based in honesty and transparency above all else.”

This collaborative approach is essential for ensuring that all environmental claims are honest and backed by solid evidence.

1. Evidence & Testing: The Foundation of Credible Claims

The first step in the Campaign Review process is a thorough check of the evidence supporting the green claims made in a campaign. This is crucial for any valid environmental claim.

For Select First’s campaign, which promoted Ecorugs as 100% recyclable, this step was particularly important. The Anti-Greenwash Charter auditors reviewed the documentation provided by Select First in detail:

• Recyclability of Ecorugs: Select First claimed that their Ecorugs are 100% recyclable. To back this up, the company provided detailed FAQs explaining the recyclability of polyester, the material used in Ecorugs. These FAQs highlighted that polyester can be recycled multiple times without losing its quality, making it a strong choice over other materials. The auditors found this evidence met the Charter’s requirements but suggested that Select First seek further independent verification in future campaigns to strengthen their claims.
• Testing Methods: The review also looked at internal communications and client documents discussing the testing methods used to validate the green claims. For example, an email from Tom Bourne to the Ecorugs team detailed the testing methods and addressed common environmental concerns. While the evidence provided was satisfactory, the auditors noted that including verifications and independent testing results in future campaigns would boost credibility.

2. Editorial Process: Ensuring Transparency and Accuracy

Another critical part of the Campaign Review is the Editorial Process. This review ensures that all communication content is checked for accuracy and transparency before it is published, reducing the risk of greenwashing.

For Select First, the review included a detailed analysis of their internal editorial process:

• Documenting the Editorial Review: The auditors reviewed internal emails that documented the editorial process for the campaign. These emails showed a systematic approach where all environmental claims were carefully reviewed and adjusted to comply with the Green Claims Policy. The auditors confirmed that Select First had a strong editorial process in place, which effectively reduced the risk of spreading unsubstantiated or exaggerated claims.

By focusing on a strong editorial process, the Charter ensures that the final campaign content is both accurate and transparent, preserving the integrity of the marketing materials.

3. Employee Training: Empowering Teams with Knowledge

To comply effectively with the Green Claims Policy, all employees involved in the campaign must be well-trained and understand the principles of responsible marketing and communications.

The review of Select First’s campaign included an evaluation of their employee training efforts:

• Training Evidence: Select First provided training documents and records of a calendar event confirming that employees received adequate training on the Green Claims Policy and anti-greenwashing measures. This training ensured that team members were well-equipped to create and assess environmental claims responsibly.

• Audit Conclusion: The auditors found that Select First’s training programme met the Charter’s standards. This is crucial for embedding a culture of transparency and accountability within the company, ensuring consistent application of responsible marketing practices across all campaigns.

4. Colour and Imagery: Preventing Misleading Visuals

The use of colour and imagery can significantly influence how stakeholders perceive a product, making it essential that these elements are used responsibly.

The Campaign Review process includes a close examination of these visual elements:

• Visual Compliance: For Select First’s campaign, the auditors reviewed the imagery and branding associated with the Ecorugs. They assessed whether the colours and images used were consistent with the product’s environmental benefits and did not exaggerate its green credentials. The review concluded that the campaign’s visuals complied with the Charter’s guidelines, accurately representing the product without misleading the consumer.
• Best Practices: By following best practices in visual representation, Select First was able to maintain consumer trust and avoid the pitfalls of greenwashing.

5. Escalation Procedure: Ensuring Accountability

An effective escalation procedure is vital for addressing any concerns or questions about green claims. This ensures that any potential issues are handled transparently and promptly, further boosting the campaign’s credibility.

• Procedure Review: Although no concerns were raised during Select First’s campaign, the auditors emphasised the importance of including a clear escalation procedure in future campaigns. They recommended that Select First provide clear contact details for stakeholders to address any questions or concerns about the green claims made.

This recommendation is in line with the Charter’s commitment to continuous improvement, encouraging signatories to enhance their transparency and accountability measures.

Conclusion: A Model for Compliance and Improvement

The Anti-Greenwash Charter’s Campaign Review process is a comprehensive tool that ensures the credibility of environmental claims in marketing and communications. The successful review of Select First’s “Explore the World with Cities from Louis de Poortere” campaign highlights the importance of adhering to the Green Claims Policy and provides a model for other companies to follow.

The campaign was awarded a Compliance verification document, reflecting Select First’s commitment to transparency and backing up their environmental claims with solid evidence. However, the review also offered valuable insights and recommendations, emphasising the importance of continuous improvement in marketing and communications practices. Tom emphasises this point, stating:

“The important thing is that we continue towards a goal, admit when we could do things better and work together to fix the problems we have.”

This attitude aligns with the Charter’s mission to foster genuine, ongoing improvements in environmental marketing and communications. By embracing the challenges identified in the review process, organisations can enhance their credibility and contribute more meaningfully.

Why Radical Transparency is the Key to Combating Greenwashing.

In today’s business world, trust is everything. As companies compete to showcase their green credentials, the risk of greenwashing—making misleading environmental claims—is higher than ever. With AI-generated content making it easier to create polished but deceptive messages, the problem is growing, and so is the public’s skepticism. The solution? Radical transparency in all marketing and communications.

The Problem: Greenwashing Erodes Trust

Greenwashing isn’t new, but it’s becoming a bigger threat. Across almost every industry, companies are exaggerating or falsifying their environmental impact to appear more sustainable. This isn’t just bad PR—it’s a credibility crisis. Customers, investors, and regulators are becoming more aware and less forgiving. The result? Trust is eroding, and genuine sustainability efforts are getting lost in the noise.

As the UK’s Competition and Markets Authority (CMA) and other regulatory bodies tighten their oversight, businesses can no longer afford to play fast and loose with their environmental claims. The days of vague promises and unverified statements are coming to an end.

The Solution: Radical Transparency

The antidote to greenwashing is clear: radical transparency. This means more than just avoiding false claims. It’s about being upfront, providing solid evidence, and engaging in honest conversations with your audience. It’s about showing, not just telling.

Radical transparency isn’t just good ethics—it’s good business. It builds trust, sets companies apart in a crowded market, and turns transparency into a competitive advantage.

The Anti-Greenwash Charter: A Blueprint for Transparency

Launched in 2022, The Anti-Greenwash Charter is leading the change towards radical transparency. The Charter sets out four key principles: transparency, honesty, fairness, and accountability. It’s a framework designed to help businesses ensure their environmental communications are clear, truthful, and verifiable.

More than 60 organisations, especially within the construction sector, have already signed up. They recognise that in a world where trust is hard to earn and easy to lose, being transparent isn’t optional—it’s essential.

Charlie Martin, CEO of The Anti-Greenwash Charter, underscores the importance of this movement:

“Radical transparency isn’t just a compliance requirement; it’s the future of responsible business. Companies that embrace it now are not only protecting their own reputation—they’re setting a new standard for their industry.”

Case Study: Morgan Sindall Construction

Morgan Sindall Construction (MSC) recently became a signatory of The Anti-Greenwash Charter, setting a new standard for the industry. As one of the UK’s leading construction and regeneration groups, MSC’s commitment to the Charter highlights its dedication to doing things right.

“Our new Green Claims Policy doesn’t change how we operate—it sharpens our edge,” says Timothy Clement, Director of Social Value & Sustainability at MSC.

“We’ve always backed our sustainability claims with proof. Partnering with The Anti-Greenwash Charter ensures we stay ahead of the curve and meet future UK regulations.”

The Future: Leading with Integrity

Radical transparency isn’t just a trend—it’s the future of business. As consumers get savvier and regulations get stricter, companies that embrace clear, honest, and verifiable communications will stand out. They won’t just survive; they’ll thrive.

Joining The Anti-Greenwash Charter is a critical step for any business serious about sustainability. It’s more than a framework; it’s a statement that a company is committed to leading with integrity and earning the trust of its customers.

As Charlie puts it:

“The companies that succeed will be those who are willing to be transparent, honest, and accountable. Radical transparency is the way forward, and The Anti-Greenwash Charter is here to guide that journey.”

Seneca ESG to Champion Transparency in Sustainability.

Seneca ESG, a leading provider of sustainability software solutions, has announced its support for The Anti-Greenwash Charter (TAGC). This partnership underscores the critical importance of transparency in Environmental, Social, and Governance (ESG) practices. Jonathan Ha, Founder and CEO of Seneca ESG, shares insights into this collaboration and its broader implications for the sustainability landscape.

A Shared Mission for Transparency

The decision to support TAGC aligns closely with Seneca ESG’s mission and values. Jonathan says;

“We support The Anti-Greenwash Charter because of our alignment of mission and values: to ultimately encourage and enable organisations to improve their ESG and sustainability practices and to do so in an accurate and transparent way.”

This partnership reflects a mutual commitment to fostering integrity and accountability in sustainability efforts across various sectors.

Defining and Approaching Authentic Sustainability

Seneca ESG provides comprehensive software solutions for corporates and financial institutions to manage and enhance their ESG practices. These tools help organisations establish robust carbon-reduction strategies, identify key metrics, set goals for improvement, and engage with stakeholders while ensuring compliance with regulatory requirements. Jonathan explains;

“The Charter supports this approach by promoting transparency, accountability, and honesty in their sustainability reporting.”

This alignment ensures that organisations not only highlight their achievements but also address challenges and areas for improvement, fostering a culture of genuine sustainability.

Impact on Policies and Engagement Strategies

The partnership with TAGC has significantly influenced Seneca ESG’s internal policies and customer engagement strategies. Jonathan says;

“Our mission and values at Seneca ESG have always aligned with The Anti-Greenwash Charter. Now, our official support and partnership with the Charter allows us to reach a broader audience with our sustainability solutions and amplify the positive impact that we have on corporates and other organisations across the globe.”

This collaboration enhances Seneca ESG’s ability to serve its clients more effectively, leveraging the Charter’s standards to promote comprehensive and transparent sustainability practices.

Leading by Example

As a supporter of TAGC, Seneca ESG aims to set a strong example for the industry. Jonathan emphasises;

“We intend to lead through example and demonstrate that the mission to improve the state of the world must be done through action rather than just words. Our actions taken to join hands with The Charter demonstrates our authenticity towards reaching these goals together with like-minded individuals and organisations.”

This partnership sends a clear message to industry peers and customers about the importance of authenticity in sustainability. By committing to radical transparency, Seneca ESG and TAGC hope to inspire other organisations to follow suit, fostering a collective effort to achieve the goals outlined in the Paris Agreement and the UN Sustainable Development Goals.

cMass to Champion Transparency in Sustainability.

cMass | Critical Mass for Sustainability has announced a partnership with The Anti-Greenwash Charter (TAGC), emphasising the crucial role of radical transparency in building trust and driving systemic change in sustainability efforts. Josh Matthews, founder of cMass, shares insights into this collaboration and its significance for the sustainability landscape.

A Commitment to Radical Transparency

The alignment with TAGC comes from a shared vision of radical transparency and proactive ambition. Josh explains;

“TAGC is aligned with cMass on the global sustainability context: the issues, and the outcomes we need to collectively reach. Its founders have the ambition but also the desire to ‘say yes’ and see the potential in ideas and collaboration, rather than the barriers.”

He highlights that larger firms could benefit from TAGC’s approach of engaging with the right people and organisations to foster meaningful dialogue.

Josh emphasises that TAGC’s commitment to radical transparency is crucial for regaining trust, especially for industries like oil and gas, which have long struggled with credibility due to their historical environmental impact. “Trust isn’t coming back for many businesses and sectors. But it could for some. And that might be enough to trigger part of the systemic change that the global sustainability context needs,” he asserts.

Defining Authentic Sustainability

For cMass, authentic sustainability involves a holistic and collaborative approach that goes beyond isolated efforts. “Critical Mass exists because politics, consumer behaviour, and business are not moving at the speed and systems level required to address the climate and sustainability emergency,” Josh notes. He stresses that while collaboration in sustainability is not new, it has often lacked the focus and alignment needed to drive significant progress. Josh states;

“TAGC has everything it takes to define a critical mass when it comes to communicating sustainability – the good and the bad. And TAGC could be a pivotal part of convening those who can set the new standards we need.”

He believes that creating “positive tipping points” through clear goals and unified efforts is essential for aligning global actions with the Paris Agreement and UN Sustainable Development Goals.

Influencing Policies and Engagement

The partnership with TAGC has had a significant impact on cMass’s internal policies and engagement strategies. Josh highlights the natural crossover of clients, partners, and ecosystems between the two organisations. He says, paraphrasing Sir David Attenborough;

“There’s also a strong link to communications – alongside other cMass partners like Dedlyne. When we’ve known for so long what needs to happen for sustainability – it’s now a communications challenge.”

Both cMass and TAGC share a commitment to engaging a wide range of stakeholders while maintaining a clear separation between those who meet transparency standards and those who do not. “The systemic change that we need a critical mass to lead – by setting new standards, whether by example or by regulation – must be based around complete transparency of the good and bad. TAGC, through and through,” Josh emphasises.

A Message to Industry Peers and Customers

Josh calls for a shift towards trust built on radical transparency rather than on complex assessments and impressive numbers without context.

“The idea of trust in transparency – rather than trust in complicated assessments and quoting impressive-sounding numbers without context – will only become more essential.”

He believes that overcoming “greenhushing” – the fear of communicating sustainability successes and ambitions for fear of being branded a greenwasher – is crucial for progress.

“It’s going to be a hugely positive future for everyone at The Anti-Greenwash Charter and I’m thrilled that through Critical Mass for Sustainability I’ll be able to play even a small part in it,” Josh concludes. He invites others to join the effort, emphasising that building a critical mass is about convening the most progressive, ambitious, and influential groups to push the boundaries of sustainability ambition.