Beyond B Corp: how to communicate sustainability credentials without relying on certifications
Before we get into it, yes, B Corp is great. So is a tidy ESG report, a shiny Ecovadis score, or a wall of badges on your footer. If you’ve got them, wear them with pride. But here’s the bit nobody in the sustainability comms world likes to say out loud: certifications are not a…
Greenhushing vs. greenwashing: the communications tightrope sustainable brands are walking in 2026
If you’ve ever sat in a meeting where someone said “let’s just not mention the sustainability stuff publicly,” you’ve witnessed greenhushing in the wild. Maybe it was after a competitor got dragged on social media for an ambitious net zero claim that didn’t stack up. Maybe your legal team waved a hand at the EU…
How to choose a sustainability marketing agency: 7 questions you should be asking
So you’ve decided it’s time to bring in specialist help for your sustainability communications. Good call. But the truth is, not every agency that calls itself a “green marketing agency” actually knows what that means. Or can prove it. The market is full of generalist agencies who’ve bolted on a sustainability practice, given someone the…
The top 5 most promising nature-based climate solutions
Nature has been solving problems for 3.8 billion years. Maybe it’s time we took notes. While humanity debates carbon capture machines the size of warehouses and direct air capture facilities that cost billions to build, the planet has quietly been running the world’s most effective carbon sequestration programme all along, for free. Nature-based climate solutions…
Soil is the new carbon: the quiet revolution happening under our feet
There’s a climate solution that’s been hiding in plain sight. It doesn’t involve billion-dollar machines, deep-sea pipes, or direct air capture units the size of football stadiums. It’s right beneath your feet, covers about a third of the earth’s land surface, and has been doing carbon capture waaayyyy back, long before venture capitalists discovered the…
The founder visibility trap: why climate CEOs often stay quiet
You’ve built something genuinely important. You’re removing carbon, fixing supply chains, rethinking energy infrastructure, or solving a problem that most people don’t yet know exists. You have opinions, hard-won insights, and a point of view that the market actually needs to hear. And yet your LinkedIn profile sits there gathering digital dust. Listen, we get…
What the kelp? The ocean’s fastest growers as a climate solution
A look seaweed carbon sequestration as a viable option in nature-based carbon removal Living in Cape Town for a number of years, and spending countless hours surfing the kelp-laden spots around Sea Point and my beloved Elands Bay up the West Coast, I didn’t always appreciate kelp. It ruined many a wave for me, I…
Your impact metrics are boring. Here’s how to fix them
Your sustainability report has the numbers. The tCO₂e figures, the verified waste diversion data, the third-party audits, the GRI references neatly indexed. What took months to compile now sits in a shared folder, largely unread. This isn’t a stakeholder attention problem or apathy. It’s something more specific: numbers without context don’t create meaning, just more…
The EU Green Claims Directive explained: what actually applies in 2026
The EU Green Claims Directive you’ve been reading about isn’t coming into force. But you are not off the hook — a different EU law is, it bans specific things many companies are doing right now, and the deadline is September 2026. If you’ve spent the past two years monitoring the EU Green Claims Directive…
The problem with “net zero by 2050”: why distant targets are a marketer’s worst enemy
There’s a credibility crisis quietly unfolding inside corporate sustainability communications. Companies announce net zero by 2050. Investors nod, communications teams celebrate. And then — slowly, persistently — trust erodes. If you work in marketing or communications for an impact-led business, you’ve probably felt the tension. You want to say the right things about climate commitments.…
The hidden crisis behind the Hormuz headlines: why the real threat is on your plate
The numbers that have dominated coverage of the US-Iran war are easy to understand. Oil above $100 a barrel, Brent crude peaking at $126, pump prices surging, and economies rattled. These are tangible, immediate, and politically explosive. They make headlines because people feel them at the forecourt within days. But there is another number that…
Why Carbon Capture and Storage (CCS) isn’t the silver bullet for the climate crisis
There is something seductive about the idea of carbon capture and storage. The logic is elegant: if we can’t stop burning fossil fuels fast enough, why not simply catch the emissions before they reach the atmosphere and bury them underground? Problem managed. Crisis averted. Existing industries preserved. It is a compelling story. It is also,…
How to explain lab-grown seafood to your head-in-the-sand uncle
“Why would I trust seafood made in a lab? I want what’s natural,” says your uncle, just as he’s about to take his first bite of a piece of mackerel caught off the coast of South Africa, cleaned and processed in Thailand, and shipped to the USA — where it now sits on a plate…
ESG report vs. ESG story, why the difference matters
In boardrooms and annual reports across the world, ESG has become a familiar acronym. Environmental, Social, and Governance metrics now shape investment decisions, brand reputation, and long-term business strategy. But while many organizations have become adept at producing ESG reports, far fewer have learned how to tell a compelling ESG story. And that difference matters…
The hidden costs of Germany’s hydrogen dreams in Namibia
In the global race to decarbonise, hydrogen has emerged as a symbol of hope. Governments and corporations across Europe are investing billions in the promise of “green hydrogen” — fuel produced using renewable energy rather than fossil fuels. Yet the push for clean energy is increasingly raising uncomfortable questions about where the environmental and social…
How to choose a marketing agency that aligns with your values as an impact-led business
For impact-led businesses, marketing is more than growth and visibility—it’s about integrity, responsibility, and measurable positive change. Choosing the right partner can amplify your mission, while the wrong one can undermine trust and credibility. With the rise of sustainable marketing agencies, green marketing agencies, and impact marketing agencies, knowing how to evaluate alignment has never been more important.…
The power of storytelling in the fight for our planet
The climate crisis, biodiversity loss, environmental degradation, and the accelerating collapse of ecosystems are often described through data: rising temperatures, parts per million, extinction rates, deforestation curves. While these facts are essential, facts alone rarely change behaviour. What moves people to care, to act, and to commit is not just information—but meaning. This is where…
Marketing with meaning: The strategic importance of green marketing
Green marketing has emerged as a central strategy for businesses responding to growing environmental awareness, climate concerns, and changing consumer expectations. As sustainability moves from a niche interest to a mainstream priority, green marketing helps bridge the gap between responsible business practices and effective communication. But what exactly is green marketing, and why does it…
Overfishing and the future of food
Overfishing has become one of the most pressing environmental challenges of our time, with far-reaching consequences for marine ecosystems, global food security, and coastal communities. According to the United Nations, more than one-third of the world’s fish stocks are exploited at biologically unsustainable levels. As demand for seafood continues to rise, the gap between what…
The environmental case for plant-based eating: From forests to the sea
The conversation about climate action often focuses on energy, transport, and industry—but one of the most powerful levers for environmental change sits quietly on our plates. Moving toward a more plant-based diet isn’t just a personal health choice; it’s a meaningful way to reduce pressure on ecosystems, protect biodiversity, and slow the damage being done…
Regenerative agriculture: Healing the land while feeding the future
Industrial agriculture has produced astonishing yields, but its environmental costs are becoming impossible to ignore. Decades of heavy tillage, chemical inputs, and monocultures have accelerated soil erosion, degraded biodiversity, polluted waterways, and created a food system increasingly vulnerable to climate change. Regenerative agriculture offers a different path—one that restores ecosystems instead of depleting them. The problems…
Lab-grown seafood: A cleaner catch for a crowded planet
If you love seafood but feel uneasy reading headlines about collapsing fish stocks, plastic-choked oceans, and mangrove forests bulldozed for shrimp farms, you’re not alone. Our appetite for fish has outgrown what wild oceans and conventional aquaculture can provide sustainably. That’s where lab-grown seafood—also called cultivated or cell-based seafood—steps in as a potential game-changer. By…