Why This B2B Agency Is Embracing Scrutiny to Build Trust.

In an industry where bold claims are often easier to make than to prove, Hattrick is doing something different: inviting scrutiny. By joining The Anti-Greenwash Charter, the B2B communications agency is showing that honesty and transparency aren’t just good ethics – they’re good business.

A Different Kind of PR Agency

Hattrick is a Manchester-based B2B thought leadership and communications agency, led by founder Malin Cunningham. The team helps purpose-driven businesses tell their stories in meaningful, credible ways. But when it comes to sustainability, Malin thinks the industry has a problem.

“Trust in business is low, really low. And when companies overstate or oversimplify their sustainability work, it just makes things worse.”

Rather than following the trend of vague green claims, Hattrick decided to take a stand by becoming a signatory of The Anti-Greenwash Charter.

“We didn’t sign up because we were worried about getting it wrong,” Malin says. “We signed up because we wanted to get even better- and because we believe clients deserve transparency.”

Why the Charter Matters

As a certified B Corp, Hattrick already had strong values and practices in place. But the Charter added something extra: a clear, practical framework to make sure those values show up in their day-to-day work – and in the work they deliver for clients.

“It’s a tool we can use when something doesn’t feel quite right,” Malin explains. “It helps us have better conversations, and sometimes harder ones, with clients.”

For Hattrick, that might mean challenging a vague sustainability message, asking for more evidence, or advising a client to wait until the story is clearer.

Putting It into Practice

Since signing the Charter, Hattrick has:

• Built anti-greenwashing principles into internal training and processes

• Used the Charter to shape client messaging and campaign reviews

• Turned it into a positive talking point in client pitches and proposals

“We’re finding that clients are relieved when we bring this up. They want to get it right too – they just don’t always know how,” says Malin.

Being a signatory has also helped the agency stand out. Combined with their B Corp status and carbon literacy training, it shows they take responsibility seriously.

Not About Perfection—About Progress

Malin is clear: the Charter isn’t about catching people out.

“We’re not here to criticise. We’re here to help. It’s not about being perfect – it’s about being honest, and improving bit by bit.”

That mindset runs through the whole agency. It’s about building trust over time – by being open, thoughtful, and willing to say “we’re not ready to talk about that yet” when needed.

Advice to Others

For Malin, more agencies and businesses should consider signing the Charter.

“If you care about your reputation, this is a no-brainer. It gives you structure, support, and confidence. And it helps you do the right thing – even when it’s not the easiest thing.”

Final Thought

In a time where everyone is trying to prove how good they are, Hattrick is proving something more valuable: that they’re open, honest, and ready to be held to account. And that’s exactly the kind of voice the creative industry needs right now.

Ready to Be Recognised for Your Commitment to Responsible Communications?

Join The Anti-Greenwash Charter and position your organisation as a leader in responsible, transparent communications. Take the next step today and start your journey toward greater accountability and trust.

👉 Apply to become a signatory now