“The same machine that floods our feeds with fluff could help rebuild trust — if we teach it to ask better questions.” AI won’t fix sustainability communications alone. But tools like truMRK show how it can challenge, check, and clarify before the damage is done. A big thanks

🧠 What if the most powerful tool for fixing the internet... is your media plan? In one of our most revealing episodes yet, Bryan Scott, CMO at Ozone, makes the case that where brands place their ads might be more consequential than what they say. “Some blocklists are so

Delighted to welcome Gareth Brown as a collaborator on The Anti-Greenwash Charter and truMRK — bringing deep brand strategy experience to help build tools that make responsible communications easier. “In a world of AI-driven content, the risk of accidental greenwash is real. What we need

The stakes have changed. The UK’s Digital Markets, Competition and Consumers Act 2024 marks a pivotal shift in the governance of corporate sustainability claims. For the first time, regulators can impose direct, material penalties for misleading environmental messaging—up to

The AI revolution in sustainability reporting isn’t hypothetical. It’s here. As Trellis's Jim Giles reports, Google's 2024 sustainability report was built — start to finish — using AI tools. Not just to write faster, but to write better. With consistency, traceability,

We hear a lot about ESG targets. Emissions. Impact. But the way companies talk about sustainability? That’s often where the trust breaks down. The Anti-Greenwash Charter is here to close that gap. Helping brands communicate with honesty, clarity—and proof. Because progress only works if

What if the future of sustainable media isn’t just what we show on screen — but how we show up behind it? Loved this conversation with Kate Humphreys, Edouard Minc, and Alma Santo from Banijay Entertainment on The Responsible Edge. A rare look at how one of the world’s biggest content

“Sustainability isn’t a self-assessment exercise,” says Charlie, CEO of The Anti-Greenwash Charter. “We need independent voices—scientists, auditors, experts—helping brands get this right.” That’s why independent claim verification is central to our work — and why it matters more than ever.

What if the real test of AI isn’t whether it thinks like us—but whether we still remember how to think like humans? In our latest episode of The Responsible Edge , we sat down with Neil Sahota (萨冠军)—United Nations AI advisor, IBM watsonx veteran, and someone who knows the difference between clever

Sustainability reports are everywhere — but how many can actually be trusted? That’s why we launched truMRK: an independent review and transparency score designed to bring rigour, clarity, and accountability to your next sustainability report. A simple way to show stakeholders

What if accountability doesn’t start with a board meeting… but with how we were raised? On The Responsible Edge this week, Andy Norris of Liberata reminds us: “The habits we form around fairness and responsibility start early—and they show up in every business decision we

A notable moment for The Anti-Greenwash Charter last night, as our latest research (created alongside Futurebuild, The Carbon Literacy Project and Hattrick) on greenhushing in the built environment sparked important conversations for the industry. Big thanks to Pauline, Karen, Veronica Heaven and

“Silence isn’t a long-term strategy,” says our CEO Charlie Martin — and that’s the takeaway from our new piece reflecting on last week’s Green Claims Pulse Survey findings, delivered in partnership with Futurebuild, The Carbon Literacy Project, and Hattrick. Greenhushing is real — but

Why are so many built environment organisations holding back on sustainability communications? Join us on 30 July for Futurebuild’s Connect365 webinar, where our founder Charlie will explore the answers with Martin Hurn and Malin Cunningham, sharing insights from the Green

👋 Welcome to The Responsible Edge — the podcast that explores what it really takes to grow ethically, lead responsibly, and communicate with transparency. 🎙 Join host Charlie Martin as he sits down with senior professionals and industry leaders to unpack the headlines and hard

Meet our newest The Anti-Greenwash Charter signatories - each raising the bar in their own sector: 👉 Karndean Designflooring AU NZ (flooring manufacturer) has published their Green Claims Policy here: karndeancommercial.com/globalassets/k… Thanks to Christine Weaver and Anita P. for leading the work - and to

The question we get asked most often by prospective signatories is about how The Anti-Greenwash Charter came to be. People seem interested in what inspired us and the first steps we took. It's a story we haven't fully shared - until now. So, we’ve put it all down in an article that takes