Architect and urban designer Philip Kassanis explains the value of becoming a signatory of @theagcharter with an important distinction. He did not sign, he explains, to demonstrate his sustainability credentials. He signed to signal his integrity. It is a point worth reflecting on. In a landscape of competing claims in the built environment industry, where it has become increasingly difficult to distinguish substantiated commitment from its opposite, Philip sought a clear, public marker. Not a regulator, but a recognised voluntary standard against which his communication could be tested, and which would hold him to it. The same principle underpins his wider practice, including his work on a listed 1960s church with a rare hyperbolic paraboloid roof. The discipline is consistent: do not act today in ways that foreclose better action tomorrow, and do not allow imprecise language to obscure long-term intent. A considered and timely reflection. Our thanks to Philip for sharing his perspective, and for the standard he sets as a certified signatory of the Charter. #AntiGreenwash #GreenClaims #BuiltEnvironment #Architecture #SustainabilityComms #Trust

For all the talk of greenhushing, yesterday's panel at Futurebuild made one thing encouragingly clear. For those with the courage and foresight to lead, the appetite across the built environment for getting sustainability communication right is significant, and growing. Our thanks to panellists Amelia Woodley, FISEP, Jamie Shaw (@KarndeanFloors) and Kelly Harrison (Whitby Wood) for sharing their experience of developing and implementing a Green Claims Policy in practice. And to everyone who attended, and continued the conversation afterwards. Three themes stood out: ✅ The components of a credible Green Claims Policy. Guiding principles, evidence standards, a substantiation and approvals process, shared ownership across marketing, sustainability and legal, and a clear route for review when claims or data evolve. ✅ The impact on organisations that have one in place. Reduced risk, stronger internal alignment, and greater confidence in communicating with clients, investors and stakeholders. ✅ The practical application. How a policy shapes campaign planning, content sign off, supplier and partner claims, RFP and tender responses, and the conversations teams have with clients, investors and the media every day. To celebrate these positive insights, and to support more organisations across the built environment in taking the next step, we're pleased to offer everyone attending @Futurebuild and @UK_CW 2026 a complimentary assessment. Use code FBUKCW2026 before end of day Friday 15 May to find out whether your organisation could become a certified signatory of the Charter. No obligation to proceed. Finally, if you're at UKCW today, Charlie will be discussing these themes further and speaking at "Trust under scrutiny: maintaining credibility in a regulated industry." 📍 Marketing & Procurement Stage 🕓 13:45 to 14:30, Wednesday 13 May Hopefully we'll see some of you there! ukconstructionweek.com/2026-… #AntiGreenwash #GreenClaims #BuiltEnvironment #Futurebuild2026 #UKCW2026 #SustainabilityComms #Trust

The built environment runs on shared progress. Embodied carbon, materials, energy performance. None of it advances in isolation. So when organisations go quiet on sustainability, the whole industry is impacted. That's the focus of a new piece by our CEO Charlie for the Construction & Built Environment Marketing Network. Greenhushing has become the default response to scrutiny in the industry, and silence is now its own risk for many reasons. The way forwarded? We believe all built environment organisations should consider adopting a clear Green Claims Policy. It sets out what can be claimed, what evidence is needed, and who signs it off. Less guesswork, and more trust in the processes that underpin responsible communications. And if you're at Futurebuild tomorrow, come and build one with us. Charlie's chairing a panel that won't just talk theory. He'll coach attendees through the process of creating their own Green Claims Policy, joined by Amelia Woodley, FISEP, Jamie Shaw (Karndean Designflooring) and Kelly Harrison (Whitby Wood). Three people who've done it for real. 📍 Placemaking Stage, Excel London 🕓 16:15 to 17:00, Tuesday 12 May Bring your questions. Leave with a plan of how to create your own policy. #AntiGreenwash #Greenhushing #GreenClaims #BuiltEnvironment #Futurebuild2026 #SustainabilityComms #Trust

Trust is becoming harder to earn and easier to lose, yet many organisations still treat it as an outcome, not something actively designed and managed. That gap is where risk builds. A formalised trust strategy changes the equation. It starts with understanding how you are actually perceived, aligns teams around clear principles like transparency and accountability, and embeds consistency into how decisions are made and communicated. Because credibility is not created by individual campaigns. It is built through systems that stand up over time and under scrutiny. Aligning with @theagcharter is one way organisations are bringing that structure and external validation into place. The direction is clear: trust is moving from a soft idea to a strategic discipline. #AntiGreenwash #SustainabilityComms #GreenClaims #Trust #ClimateAction #BuiltEnvironment

At @FuturebuildNow 2026 on 12 May, we'll be chairing a session focused on: “Building trust and reducing risk with a Green Claims Policy.” We’ll begin with a practical introduction to the role of a Green Claims Policy, before hearing directly from those who have implemented them: • Kelly Harrison (@whitbywood) • Jamie Shaw (@KarndeanFloors) • Amelia Woodley, FISEP Together, we’ll explore how these policies are built, how evidence and approvals are handled, and what changes once they are in place, from reduced risk to stronger internal alignment and greater trust with clients and stakeholders. If confidence is the missing ingredient in your sustainability communications, join us to hear how a Green Claims Policy can be part of the solution. #AntiGreenwash #BuiltEnvironment #SustainabilityComms #GreenClaims #Trust #ClimateAction