Ep30 How to avoid greenwashing your sustainability claims

Summary

In this episode of the Web Usability podcast, Lucy Collins speaks with Joanna Watchman about the importance of sustainability in business and the challenges of greenwashing. They discuss the complexities of defining sustainability, the impact of short-termism on long-term goals, and the necessity of open conversations in fostering genuine practices. Joanna shares her journey from PR to becoming a sustainability advocate and emphasises the need for businesses to engage with their customers and be transparent about their practices. The conversation highlights the role of B Corp certification and the broader implications of sustainability in all aspects of business.

Takeaways

• Sustainability is increasingly important for businesses.
• 40% of green claims are misleading to consumers.
• Understanding sustainability requires a long-term perspective.
• Short-termism can hinder sustainable practices.
• Younger generations are more conscious of sustainability.
• Encouraging open conversations can foster better business practices.
• B Corp certification is not necessary for all businesses.
• Sustainability impacts every aspect of business operations.
• Transparency in communication is crucial for building trust.
• Businesses should be prepared for scrutiny regarding their sustainability claims.

Sound Bites

• "40% of green claims are misleading."
• "Sustainability is about impact."
• "Be prepared for the questions."

Chapters

00:00 Introduction to Web Usability and Sustainability

02:46 Understanding Greenwashing and Its Implications

05:52 Joanna Watchman's Journey and Insights

08:32 Defining Sustainability in Business

11:33 The Challenge of Making People Care

14:14 Navigating Sustainability Roadmaps

17:22 The Role of B Corp Certification

20:01 The Bigger Picture of Sustainability

23:10 Distinguishing Genuine Practices from Greenwashing

25:47 Future Trends in Sustainability Communication

28:28 Encouraging Open Conversations for Change

Discover more about Joanne Watchman's work and story here...

Joanna Watchman | LinkedIn

Sustainability Comms Agency | Marketing | PR | Content

Healthy Buildings | Workplace Wellbeing | UK | ESG | Work in Mind