Ep30 How to avoid greenwashing your sustainability claims

SummaryIn 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.TakeawaysSustainability 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."Chapters00:00 Introduction to Web Usability and Sustainability02:46 Understanding Greenwashing and Its Implications05:52 Joanna Watchman's Journey and Insights08:32 Defining Sustainability in Business11:33 The Challenge of Making People Care14:14 Navigating Sustainability Roadmaps17:22 The Role of B Corp Certification20:01 The Bigger Picture of Sustainability23:10 Distinguishing Genuine Practices from Greenwashing25:47 Future Trends in Sustainability Communication28:28 Encouraging Open Conversations for ChangeDiscover more about Joanne Watchman's work and story here...Joanna Watchman | LinkedInSustainability Comms Agency | Marketing | PR | ContentHealthy Buildings | Workplace Wellbeing | UK | ESG | Work in Mind