What is greenwashing? The dangers of sustainability achievements

This week on The Technology Boardroom, Anna Worthington (Sustainability Lead at Advania UK) and Mel Thomson (Senior Head of Marketing, Advania UK) are joined by Joe Leggett, a consultant at Carbonology, the leading specialists in Carbon Standards.  

The episode highlights the dangers of greenwashing – and how it’s different to genuine sustainability reporting, as well as discussing the newer phenomenon of “green hushing,” where companies stay silent about their sustainability progress to avoid criticism. 

 The three uncover the challenges faced by marketing teams, as Mel relates how important it is to promote authentic sustainability stories while steering clear of overstating environmental successes. With growing demands for transparency - driven by the rise of social media and legal standards like the EU’s CSRD - they stress that companies must be honest about both their achievements and setbacks. Anna highlights that true sustainability is a journey shaped by organisational growth, changing targets and the need for consistent executive support across all departments. 

This episode advocates for transparency and continual improvement, showcasing how authenticity in sustainability not only builds trust but prepares organisations for the evolving regulatory and stakeholder expectations that are becoming a critical part of our world.