VIDEO

VIDEO: Greenwashing, Green Hushing and How to Get it Right

Most companies don’t greenwash on purpose. But plenty still get it wrong.
FuturePlus CEO Alex Smith and COO Polly Milne break down the two most common sustainability communication mistakes businesses make, and what to do instead.

They cover:

• What greenwashing actually means and why good intentions aren’t enough
• The legal consequences businesses often don’t see coming (Green Claims Code, ASA, FCA)
• Green hushing — why staying silent about your sustainability work has its own risks
• How to start communicating your sustainability progress even before you feel ready
• Why sustainability is never “finished” and why that’s actually a good thing

If your business is doing good things but unsure how or when to talk about them, this is the conversation to watch.