Featuring Ellie Smith (Marketing Strategy Consultant) and Emma Crofts (Head of Content & PR)

Sustainability messaging is everywhere, and yet, audiences are tuning out. So how do B2B brands move beyond carbon claims, jargon and greenwashing accusations to tell stories that actually resonate?

Recorded on the same day Ellie joined BusinessGreen’s Spotlight on Marketing panel on greenwashing, this episode digs into why sustainability communications have hit a wall. And how reframing the conversation around nature, transparency and commercial value can bring them back to life.

From biodiversity and water risk to trust, regulation and proof, Ellie and Emma explore what credible, engaging sustainability marketing really looks like now, and why “nature-positive” isn’t just good ethics, but smart business.