Insights and Impact

Sustainability reporting isn’t enough. Discover how The Anti-Greenwash Charter is tackling ESG’s biggest blind spot—communications. The only movement holding green claims to account.

Corporate greenwashing is undermining climate action—but transparency is a powerful opportunity. In this interview, Charlie, CEO of The Anti-Greenwash Charter, explains why organisations must move beyond compliance and embrace honesty as a competitive advantage.

The UK’s Digital Markets, Competition and Consumers Act 2024 gives regulators new power to penalise greenwashing. Learn how this law changes sustainability marketing—and what your brand needs to do now.

As AI reshapes sustainability communications, tools like truMRK offer a vital way to verify green claims and prevent greenwashing. Discover how responsible AI could protect trust—and the future of honest marketing.

We’ve got big news. The Anti-Greenwash Charter has been formally established as a not-for-profit organisation — and we couldn’t be more excited about what this means for our work, our signatories, and the future of sustainability communications.

The era of vague green claims and misleading eco-badges is rapidly coming to an end — at least in the EU. The EU’s Green Claims Directive is set to introduce tough new rules designed to stamp out greenwashing and restore trust in corporate sustainability claims.

Challenger brands—those shaking up their industries with fresh thinking—have a unique opportunity: to expose weak sustainability claims, lead with radical transparency, and set a new standard.

As demand for sustainable products and services grows, so does scrutiny over claims. Fear of getting it wrong has left many organisations hesitant to communicate their sustainability efforts at all, leading to the rise of greenhushing.

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.