Insights and Impact

In 2025, two pitfalls—greenwashing (misleading claims about sustainability) and greenhushing (failing to disclose meaningful sustainability efforts)—remain challenges for corporate communicators. Striking the right balance between transparency and authenticity is crucial.

In 2025, greenwashing has become a key focus for regulators in North America. As more companies promote their environmental credentials, authorities in the United States and Canada are working harder to ensure businesses make accurate and truthful claims.

In a world where sustainability claims are under increasing scrutiny, being a signatory of The Anti-Greenwash Charter isn’t just about displaying a badge. It’s a commitment to transparency, accountability, and continuous improvement.

In an industry where sustainability claims can often be exaggerated or misleading, Back to Earth has chosen to lead with transparency. By becoming a signatory of The Anti-Greenwash Charter, the company has set out to redefine how sustainable building materials are marketed.

We’re thrilled to announce that Sarah O’Sell has joined The Anti-Greenwash Charter as a Special Advisor! With extensive expertise in the circular economy and a background in sustainable practices across manufacturing, sourcing, and design, Sarah brings invaluable insights to our mission.

In today’s world, consumers are demanding more from the brands they support, especially around sustainability claims. Organisations are increasingly moving toward proactive disclosure as a strategy to meet these expectations.

Gunnebo Entrance Control (GEC), a global leader in security entrance solutions, has become a signatory of The Anti-Greenwash Charter, reinforcing its commitment to transparency and accountability in sustainability communications.

Karndean Designflooring, a leading supplier of luxury vinyl flooring, has always been at the forefront of innovation and pioneering business practices.

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.

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).