Findings from the first annual Green Claims Pulse Survey have revealed that more than a third of built environment professionals say their organisations have actively pulled back on sustainability communications in the last 12 months. Not because of a lack of progress – but because of a growing fear: the fear of getting it wrong.
Charlie Martin is Founder & CEO of ASBP member The Anti-Greenwash Charter, who led on the survey alongside Futurebuild, Hatrrick and the Carbon Literary Project. Charlie explains:
“For many in construction and the wider built environment, the pressure to deliver net zero targets is real—but so is the fear of public scrutiny, media backlash, or regulatory missteps. It’s created a culture of caution. And in some cases, complete silence.”
He goes on to say that confidence is missing and there is growing appetite for practical, independent support – not more PR spin, just clarity, checks, and credible communication.
“We’re seeing organisations doing good work, but feeling unsafe sharing it. They’re afraid that if they get one word wrong, they’ll be accused of greenwashing.”
“We don’t need perfection. We need brands to show their work. To be honest about what they’ve done, what’s still messy, and what they’re trying to get right.”
The ASBP has been a long-time supporter of the Charter and a number of ASBP members are full signatories, including Back to Earth, Edward Bulmer Natural Paint, Morgan Sindall, TDUK and Whitby Wood.
One of the ways ASBP supports responsible communications is via our Communities of Practice. These working groups, on Natural Fibre Insulation, Paints & Finishes, Lime-based products, bring together like-minded manufacturers and suppliers to work collaboratively to better communicate the many benefits of these types of products in a transparent and responsible manner.
Members of the Paints & Finishes Group have signed up to a Code of Conduct which is aligned to one of our ‘Six Pillars‘ – Ethics and Transparency, and the Anti-Greenwash Charter, with requirements set for transparency, accountability, fairness and honesty.
We also strongly support the use of independently assessed data, such as the natureplus ecolabel, the increased use of third-party verified EPD (see our ASBP Members EPD Database), as well as the creation of Green Claims Policies.