In today’s business world, sustainability is more than just a marketing ploy—it’s a commitment that organisations must uphold with integrity and transparency. To support this shift, The Anti-Greenwash Charter has launched its Greenwash Research initiative, an ongoing effort aimed at gathering critical data on how organisations make sustainability claims.

Why This Initiative Matters

Greenwashing, the act of making misleading or unsubstantiated environmental claims, erodes stakeholder trust and damages the credibility of genuine sustainability efforts. The Charter’s Greenwash Research initiative is designed to regularly gauge industry practices, attitudes, and challenges surrounding green claims. By collecting insights through periodic pulse surveys, we can help map out evolving trends and share best practices, ultimately guiding organisations toward responsible, verifiable communication.

Participation and Benefits

Participation starts with a simple question: “In the past three months, have you felt concerned about your organisation’s environmental or sustainability claims?” The data gathered from this and follow-up questions will provide valuable insights into common challenges, motivations, and gaps in current practices.

Organisations that contribute to the initiative will not only be part of a collective effort to promote transparency but will also gain access to industry trends and actionable insights that can strengthen their own sustainability communications.

Building Trust Together

One of the key questions in our survey—“Are you open to new ways to strengthen stakeholder trust in your environmental or sustainability claims?”—reflects our mission to empower organisations to improve their credibility. For those who show interest, we explore the concept of developing a Green Claims Policy, a tool designed to build trust and ensure compliance with the highest standards.