Greenwashing and Green Hushing | Business of Sustainability Bitesize | FuturePlus

Two of the biggest sustainability communication mistakes businesses make sit at opposite ends of the same spectrum. Overclaiming. And saying nothing at all.

In this episode, FuturePlus CEO Alex Smith and COO Polly Milne discuss both, why they happen, what the consequences can be, and how businesses can find a more confident, authentic middle ground.

Polly shares a practical example of a company that accidentally misrepresented their carbon position with entirely good intentions, explains why the regulatory landscape around green claims is tightening fast, and makes the case for why starting small and talking honestly about progress is far more powerful than waiting until everything is perfect.

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