When claims outrun evidence, why good companies fall foul of greenwashing

Lee Green shares his career journey from PR Newswire in China to his current role at Cascale, and discusses his side project, My Green Comms, the creation of a platform which helps companies assess the credibility of their sustainability claims. In this timely Conversation as the EU's Empowering Consumers for the Green Transition Directive (aka EmpCo/ECGT) comes into force on September 27th, Lee explains how regulation and consumer awareness are increasing scrutiny on green claims, and highlights the importance of evidence-based communication. He notes that both greenwashing and greenhushing stem from fear, and emphasises the need for companies to communicate accurately and transparently. Simon and Lee discuss the prevalence of problematic claims across industries and company sizes, and the need for better processes to ensure claims are supported by evidence. They also touch on the confusion around sustainability terminology and the role of collective action in building business resilience. Lee concludes by urging companies not to let fear silence them, but to communicate plainly and truthfully within the bounds of available evidence.