Naked Paper Sets a New Standard for B Corp Consumer Brands

Naked Paper, a certified B Corp, has become the UK’s first subscription consumer brand to sign The Anti-Greenwash Charter.

Public trust in green claims is fragile. Research consistently shows that consumers are sceptical about the accuracy and clarity of sustainability messaging, and with good reason.

In a market where environmental credentials are easy to assert and hard to verify, the gap between what brands say and what they do has never been more costly.

Naked Paper, a UK-based subscription brand offering toilet paper and household tissue products, has chosen to close that gap. By becoming the first B Corp subscription consumer brand to sign The Anti-Greenwash Charter, it has made a formal, independently scrutinised commitment to transparent, accountable sustainability communications.

Governance, not gestures

The decision matters because of what it required. Naked Paper has conducted a full review of its content against the Competition and Markets Authority’s Green Claims Code, published a formal Green Claims Policy, delivered internal training on greenwashing risks and committed to independent assessments of how its policy is applied in practice. These are not gestures. They are governance.

Tom Whelan, Co-Founder of Naked Paper, was direct about the motivation:

“It’s unfortunately all too common to see corporate sustainability claims made without a shred of evidence. By signing the Anti-Greenwash Charter, we are committing to a reliable framework backed by third-party scrutiny.”

Why implementation is everything

For a subscription brand in constant dialogue with its customers, that scrutiny is both a discipline and a competitive advantage. Consumers are more likely to support brands they trust. Misleading claims carry growing regulatory and reputational risk.

Charlie Martin, CEO of The Anti-Greenwash Charter, noted what sets Naked Paper apart:

“What is notable about Naked Paper’s approach is the emphasis on implementation. Not just what is communicated, but how claims are reviewed, governed and embedded internally.”

Layered accountability

B Corp certification already sets a high bar. Charter signatory status adds a further layer of scrutiny focused specifically on communications. Together, they represent the kind of layered accountability that the current regulatory environment increasingly demands.

Naked Paper has shown what that looks like in practice. Other brands in the consumer subscription sector would do well to follow.

Sustainability Communications 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 →