SELLEST OSAST
Andy Last and Gareth Brown on the Anti-Greenwash Charter's 2026 roundtable with nine purpose-led brands. This week on The Responsible Edge, how responsible sustainability communication builds commercial trust, why precision creates competitive advantage, and how the Charter and truMRK make independent verification achievable today. Sponsored by truMRK.
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In the summer of 2026, the Anti-Greenwash Charter brought together nine purpose-led brands to examine how organisations communicate sustainability well. The brands spanned food, drink, household goods, personal care, and grocery. Several are certified B Corporations. All have built reputations for doing the work.
The question the roundtable set out to answer was simple: what are the leading brands learning, and what does their practice look like?
In this episode of The Responsible Edge, host Charlie Martin speaks with Andy Last, co-founder of salt communications and author of Business on a Mission, and Gareth Brown, marketing director and roundtable facilitator, about the resulting report: Trusted Communications for Purpose-Led Brands.
The findings are practical and commercially specific. Brands with a strong, consistent record of responsible practice build resilience: when limited issues arise, credibility carries them through. Precision creates competitive advantage: a fully substantiated product-level claim can be defended where a sweeping one cannot. And radical transparency about limitations builds more durable trust than a polished surface.
"Sustainability is a lever of trust," Andy says. "And that is only as strong as the last piece of communications you've made."
Both guests arrive at the same magic wand: independent verification of sustainability claims as the market standard. "If customers turn away from brands that aren't verified," Gareth argues, "the commercial advantage flows to brands that have invested in getting it right." The Anti-Greenwash Charter and truMRK are introduced as the infrastructure that makes that standard achievable today.
If your work touches sustainability communications, brand trust, or claims governance, this episode is worth your time.
#SustainabilityCommunications #GreenClaims #AntiGreenwash #PurposeLedBrands #BrandTrust #TheResponsibleEdge
