
As the built environment industry grapples with its environmental impact, sustainability is no longer just a buzzword – it’s a business imperative. From green building certifications to net-zero commitments, the sector has made significant strides. Yet, alongside these advancements comes the challenge of communicating sustainability effectively and responsibly, as Charlie Martin, Co-Founder and CEO of The Anti-Greenwash Charter, explains…
In 2025, the trends in sustainability communications highlight the increasing demand for transparency, accountability, and innovation.
1.)
Emphasis on Transparency Stakeholders increasingly demand clear and verifiable information about sustainability efforts. Companies are responding by adopting comprehensive Green Claims Policies (GCPs) to ensure their environmental claims are substantiated and align with regulations like the UK’s Competition and Markets Authority’s (CMA) Green Claims Code.
For instance, Morgan Sindall Construction, a signatory of The Anti-Greenwash Charter, introduced a GCP in 2024 that outlined measurable targets for their net-zero initiatives. This approach not only enhanced their reputation but also provided a blueprint for others in the industry.
2.)
Integrating Storytelling with Data Effective sustainability communication now blends authentic narratives with solid data. Companies are moving beyond technical reports to use case studies, videos, and interactive content that engage and inform their audiences.
Holcim UK exemplifies this with their “Sustainability Stories” campaign, which showcases real-life applications of their products in green building projects, each supported by independently verified metrics.
3.)
Addressing Greenwashing Proactively With growing awareness of greenwashing, companies are investing in proactive disclosure, training and continuous improvement to ensure their sustainability claims are accurate and credible. The Anti-Greenwash Charter supports this by offering resources and review processes to help organisations maintain high communication standards.
4.)
Leveraging Digital Tools Digital technologies are revolutionising sustainability communication. Tools like blockchain for material tracking and AI-driven content generation help companies convey complex information more effectively.
BRE (Building Research Establishment) has launched an AI-powered platform that allows users to explore the environmental impact of different materials in real time. This interactive tool empowers architects, contractors, and clients to make informed, data-backed decisions.
Looking ahead
As the built environment sector continues to evolve, so must the ways in which companies communicate their sustainability efforts. The trends of 2025 highlight a commitment to authenticity, innovation, and proactive engagement. By embracing these principles, organisations can not only comply with regulations but also build trust and drive meaningful environmental progress.

For more insights into responsible sustainability communications and the role of The Anti Greenwash Charter, visit www.antigreenwashcharter.com.