This conversation explores the uncomfortable space between progressive messaging and commercial interest—shedding light on why well-meaning marketing campaigns often backfire, and how a deeper understanding of cultural intelligence might be the missing link between purpose and authenticity.

🧭 From Insight to Impact

Kian’s background in both philosophy and marketing gives him a unique lens through which to interrogate the role of business in society. For him, the key shift is moving from insight to impact—and recognising that brand storytelling isn’t neutral.

“Marketing shapes culture and society. The stories brands tell influence behaviour, values, and even identity.”

Many brands claim to be purpose-led, but the gap between intent and execution often leads to reputational risk—or worse, social harm. “We’re seeing more brands get called out for performative campaigns. They say the right things, but their internal practices don’t match,” Kian notes.

That mismatch, he argues, stems from a failure to truly understand the cultures they seek to represent or support.

🌍 Cultural Intelligence: More Than Market Research

Kian believes that the future of ethical marketing lies in cultural intelligence—a practice that combines anthropology, philosophy, behavioural psychology and systems thinking.

“You can’t simply take a cultural insight, twist it into a campaign, and expect it to resonate. Culture isn’t a toolkit. It’s a relationship.”

His work with The People focuses on bridging the gap between brands and communities through long-term engagement—not just trend reports. That means working with cultural researchers, grassroots voices, and youth councils to co-create campaigns that reflect lived experience—not just aspirational messaging.

Some of the common mistakes brands make when attempting this include:

• ❌ Relying on tokenistic representation

• ❌ Using data to justify what they’ve already decided

• ❌ Prioritising short-term virality over long-term impact

“Just because something gets a lot of likes doesn’t mean it’s right,” Kian points out. “Metrics can often distract from meaning.”

💬 The Power of Listening (Not Just Talking)

One of the more surprising takeaways from Kian’s work is that the most powerful form of communication is listening.

“Brands think of storytelling as broadcasting. But real connection comes when you create space for dialogue. That means being willing to be wrong, to change course, and to elevate voices other than your own.”

This, he argues, is where many ESG or sustainability communications fall short. Organisations are quick to share their commitments, but slow to address critique. “There’s a fear of being exposed, so they stick to safe language. But safety often equals blandness. And that’s what people see through.”

🔮 What’s Next for Ethical Storytelling?

As younger generations demand more transparency and accountability from brands, the stakes for getting this right are only increasing.

Kian believes the next frontier lies in co-creation—not just hiring creatives to interpret purpose, but involving communities in shaping what that purpose looks like in practice.

He’s also interested in intergenerational leadership within the creative industries, helping younger thinkers drive change from within, rather than being relegated to advisory roles.

“True innovation often comes from the edge. From people who aren’t yet indoctrinated into how things ‘should’ be done.”

Final Takeaway 💡

Kian’s call to action is simple, yet radical:
Slow down. Listen deeply. Build with—not for—communities.
Because in the end, ethical marketing isn’t about having the loudest voice. It’s about having the most honest one.

🔍 Social Media’s Crisis of Credibility

In discussing the recent TIME article by Andrew Chow on Meta’s rollback of its fact-checking efforts in the US, Marissa warned of a dangerous tipping point in how information is consumed and shared online.

“We’ve lost that along the way… We’ve never had this sort of freedom of expression or freedom of engagement ever.”

Marissa pointed to the accelerating spread of disinformation, particularly during election cycles, and the marked difference in content moderation between countries. As Chow’s article highlights, Meta has quietly removed its US-based fact-checking programmes while retaining them in other markets—raising serious questions about political influence.

“It looked like the removal of the fact check really was based here in the U.S.,” Marissa explained.

“The fact checkers in Meta in other countries… are still doing their same job.”

📜 A Licence to Publish?

Midway through the conversation, Charlie posed a radical idea:

“What if, just like learning to drive a car, you had to pass a kind of certification before you could publish content online? Something that ingrains ethical responsibility, fact-checking, and proper substantiation from the outset?”

Marissa’s response?

“I like that idea. Let’s put a little bit more rigour around having the licence to publish.”

In the age of self-publication, the burden of ethical storytelling has shifted from traditional publishers to anyone with a smartphone. Yet, as Marissa noted, there’s no training, no standards, and no consequences for spreading misinformation. The idea of user-side accountability—rather than relying solely on platform moderation—is one worth exploring further.

🤝 The B2B Sustainability Space: Safer, But Not Immune

While much of the disinformation debate centres on consumer-facing platforms, Marissa’s world of B2B sustainable business has its own challenges.

She doesn’t see the same volume of outright misinformation—but she does see greenwashing, and more recently, a new threat: greenhushing.

“There’s the couple of phenomenons that we talk about: greenwashing… and now greenhushing. When companies actually are legit taking great actions… but they’re not talking about it for fear of political backlash.”

The consequence? Lost momentum. Without public-facing stories of sustainability progress, brands risk weakening their own commitments—and slowing the collective learning needed across industries.

🪄 A Magic Wand for Responsible Communication

As is tradition on The Responsible Edge, Charlie closed the episode with a magic wand question: if you could change one thing about the commercial world overnight, what would it be?

Marissa’s answer was crystal clear:

“How do we help companies to actually do the opposite of greenhushing and be more vocal to have that impact, to tell their story… through social media and through storytelling in the right way?”

Her solution? Empower internal voices—especially employees and leadership teams—to become brand advocates. That’s where real trust is built.

“Use the voice of those that are closest to them. Those are internal— their employees.”

🧠 Final Thought

What made this episode stand out was its blend of practical marketing insight and broader digital ethics. Marissa’s reflections on platform power, corporate responsibility, and communication strategy weren’t just relevant to marketers—they’re relevant to anyone trying to build trust in a post-truth world.

Because when we all have a voice, the question isn’t just how loudly we speak—but whether what we’re saying is worthy of being heard.

The Marketing Materials Blind Spot 🧩

Lauren’s time in marketing procurement highlighted a glaring disconnect between sustainability ambitions and the day-to-day decisions made when sourcing branded materials.

⚠️ Key Issues Identified:

• Physical marketing materials (POS, merchandise, branded assets) often escape sustainability scrutiny.
• Procurement focuses on cost and speed — sustainability is rarely factored into supplier selection.
• Sustainability functions sit in corporate affairs, far removed from operational decision-making.

Lauren explained:

“The sustainability team was closely aligned to external communications, so the focus was on reporting and reputation management. Day-to-day procurement decisions? That wasn’t part of the conversation.”

Short-Term Costs vs Long-Term Impact 💸

🔎 Marketing procurement teams typically work to short lead times and tight budgets. This often means selecting suppliers based on:

• ✅ Price
• ✅ Speed of delivery
• ✅ Ability to meet brand aesthetic requirements

What’s missing?
❌ Lifecycle thinking — where materials come from, how they’re made, and where they end up.
❌ Supplier audits — ensuring ethical and environmental standards in the supply chain.

“There was this assumption that if suppliers delivered on time and on budget, the environmental or social risks were someone else’s responsibility.”

What Gets Measured, Gets Managed 📊

Lauren proposed introducing lifecycle assessments for all branded marketing materials — tracking environmental and social impacts from:

• 🌍 Raw material extraction
• 🏭 Production and distribution
• 🎉 Use in marketing campaigns
• 🗑️ End-of-life disposal

The idea was rejected.
Why?

“It was seen as too disruptive — it would have forced teams to confront the real cost of these materials.”

This highlights a common corporate failing — sustainability seen as a comms tool rather than an operational priority.

Procurement Needs a Rebrand 🚀

If companies are serious about embedding sustainability across their operations, procurement must evolve from: 🚫 A cost-cutting function
✅ To a strategic enabler of sustainability

Lauren’s research found that the most impactful companies:

• Involve procurement teams in sustainability strategy from day one.
• Give procurement the authority to challenge unsustainable materials and suppliers.
• Measure procurement success not just on cost and speed, but also on environmental and social outcomes.

The Disconnect Hurting Green Claims 🌍⚖️

With green claims legislation tightening, companies will soon need to prove that sustainability commitments extend beyond their products.

Lauren stressed:

“There’s a critical gap between the headline sustainability commitments brands make and the materials they use to promote themselves.”

Without transparent oversight across all marketing and branded materials, companies risk:

• ❌ Greenwashing accusations.
• ❌ Loss of consumer trust.
• ❌ Non-compliance with emerging regulations.

What Needs to Change 🛠️

For companies to align their marketing supply chains with their sustainability commitments, they need to:

• 🔗 Embed sustainability directly into procurement processes.
• 📝 Develop clear sustainability criteria for marketing materials.
• 📢 Ensure sustainability teams have a say in supplier selection.
• 📊 Track environmental impacts across all marketing materials, not just product packaging.
• 🏅 Recognise procurement teams for driving sustainable outcomes, not just reducing costs.

“Sustainability has to sit where the money is spent — and that means procurement.”

Conclusion: Sustainability Is an Operational Issue, Not Just a Brand Story

Sustainability strategies will always fall short if companies fail to apply the same rigour to their marketing materials as they do to their core product lines.

💬 Lauren’s experience exposes a critical governance gap — one that leaves marketing materials outside sustainability oversight, even as they flood bars, events, and retail spaces across the world.

✅ For companies to truly deliver on their green promises, sustainability must move beyond corporate reports and into every supplier contract, creative brief, and procurement decision.

The Rise of Greenwashing in a Post-Pandemic World

Greenwashing is not new—it dates back to the 1960s and ‘70s—but its scale has exploded in recent years. “Post-COVID, the stakes have risen,” John explained.

“Consumers are more attuned to environmental claims, and the pressure on businesses to demonstrate sustainability credentials has intensified. This has created fertile ground for greenwashing.”

John outlined three categories of greenwashing: accidental, purposeful, and those in the grey area. “Accidental greenwashing is the easiest to address—it’s usually a result of poor communication or a lack of knowledge,” he said. “Purposeful greenwashing, on the other hand, requires tougher interventions, including regulatory oversight and public accountability.”

Transparency: The Antidote to Greenwashing

John’s solution to greenwashing is radical transparency, a practice that demands companies openly disclose both their successes and their shortcomings. “Perfection is not what people want,” he argued.

“What builds trust is honesty. Admit your mistakes, share your learnings, and be clear about your limitations.”

He cited a compelling example from the 2017 Oscars, where PricewaterhouseCoopers mistakenly announced the wrong Best Picture winner. “They owned up to it immediately, explained what went wrong, and showed how they’d fix it. That’s the kind of radical transparency companies need to embrace in their sustainability efforts.”

The Role of Legal Teams in Hindering Progress

One of the biggest barriers to transparency, John noted, is internal resistance—often driven by legal concerns. “Legal teams are so worried about the potential fallout from admitting to shortcomings that they shut down communications altogether,” he explained.

“But saying nothing only fuels suspicion. Companies need to learn how to balance transparency with caution.”

John urged organisations to resist the temptation to over-polish their sustainability messaging. “People can see through inauthentic claims,” he said. “The key is to communicate with humility and clarity, even if your efforts aren’t perfect.”

Pragmatic Solutions from the Developing World

John’s work in developing economies like China, India, and Vietnam has shaped his approach to tackling greenwashing. “In these regions, sustainability is not theoretical—it’s about solving immediate problems, like air pollution or water scarcity,” he said.

This hands-on perspective has driven John’s belief in simplifying complex issues.

“We don’t need more debates or glossy reports. What we need are actionable steps that can be implemented today.”

For example, John highlighted factories that have adopted incremental measures, such as installing more efficient water filtration systems. “It’s not headline-grabbing, but it’s real progress,” he emphasised. “Transparency about these small wins is just as important as sharing long-term goals.”

A Vision for Corporate Accountability

John’s ultimate vision for combating greenwashing is a world where transparency becomes the norm. He believes this shift requires not only regulatory pressure but also consumer demand. “If we reward honesty and penalise deception, the market will correct itself,” he explained.

He envisions a future where companies regularly disclose their progress with the same rigour they apply to financial reporting.

“We need sustainability reports that go beyond green-tinted PR to provide real, verifiable data. This is how we rebuild trust.”

Radical Transparency as a Competitive Advantage

While many companies fear transparency, John sees it as a competitive edge. “Admitting where you are and where you’re going shows that you’re serious about progress,” he said.

“Consumers, investors, and employees value that authenticity.”

John’s approach to fighting greenwashing is pragmatic and achievable. By championing radical transparency, he offers a path forward for companies that want to rebuild trust while driving meaningful sustainability progress. As he put it: “The truth, even when it’s messy, is always more powerful than a polished lie.”

In an era where businesses are expected to stand for more than just profit, brands face increasing pressure to align themselves with social causes and demonstrate genuine social responsibility. However, as Katie McIlvenny, a PR and media specialist, explains, this expectation brings its own set of challenges. Drawing on her extensive experience working with creative agencies and third-sector organisations, Katie discusses the fine line between authentic social impact and the pitfalls of “social washing” — a term used to describe brands that superficially associate with social issues for the sake of public image.

Katie’s journey into PR is rooted in her personal experiences and her passion for social causes. Growing up in a politically engaged family, she was exposed to the significance of social issues from an early age. This sense of activism was further fuelled by her own health struggles in her mid-twenties, when she faced a challenging ordeal due to misdiagnosed health problems. Reflecting on this experience during the podcast, Katie shared, “That was one of my earliest points where I got really passionate about how women are mistreated in the medical system and how understaffed the NHS was.” These experiences laid the groundwork for her career in communications, where she has focused on advocating for meaningful change and amplifying underrepresented voices.

The Rise of “Social Washing”

Katie highlights “social washing” as a prevalent issue in modern marketing. Similar to greenwashing, where brands exaggerate or misrepresent their environmental efforts, social washing occurs when companies use social causes to appear ethical or socially conscious without taking substantial action.

“It’s essentially jumping on trending social issues, having an opinion on it, or taking a tokenistic stance to drive sales,”

she explains.

Katie’s critique is not limited to small, obscure companies; even major brands are guilty of social washing. She recalled a memorable example involving the Kellogg’s CEO, who suggested that people struggling with the cost of living should eat cereal for dinner. “It was just so tone-deaf,” she remarked, pointing out how the statement came across as exploitative rather than empathetic. In her view, such instances demonstrate a lack of understanding about the real issues affecting consumers and highlight the need for more thoughtful, informed communications strategies.

The Role of PR in Authentic Advocacy

For Katie, the solution to social washing lies in radical transparency.

“If brands were to communicate openly, acknowledging that their support for social causes also benefits their business, it would be so much more refreshing,”

she says. This approach involves being upfront about motivations and outcomes, rather than masking them behind superficial campaigns. Katie believes that brands should not shy away from admitting that their involvement in social causes also serves their commercial interests. Instead, they should be transparent about how these initiatives align with their business strategies and benefit all stakeholders.

She suggests that creative agencies and PR consultants can play a pivotal role in guiding brands toward more authentic advocacy. By conducting thorough research and understanding the social issues that matter most to a brand’s audience, agencies can help companies align their messaging with genuine impact. “It’s about adding an extra layer of R&D or research to your offering as a brand consultancy,” she advises. Katie encourages agencies to employ specialists from diverse backgrounds, such as sociology or political science, who can offer valuable insights into social trends and help brands avoid making tone-deaf statements.

When to Speak Up – And When to Stay Silent

One of the key themes Katie emphasised is the importance of knowing when to engage with social issues.

“Brands can’t afford to remain silent on certain topics… especially in an era where silence is itself a statement.”

However, she also cautions against brands speaking on issues that are irrelevant or inconsistent with their core values. For example, it would be inappropriate for a company with no environmental expertise to suddenly start commenting on climate change without a well-thought-out strategy.

Katie suggests that brands must be selective about the causes they choose to support and ensure that these align with their values and expertise. “You don’t have to have an opinion on everything,” she says. “But you do need to ensure that when you speak up, it’s coming from an informed and authentic place.” The role of PR professionals, then, is to advise clients on navigating these complex issues and to help them understand the risks and benefits of taking a public stance.

The Commercial Benefits of Authenticity

Despite the challenges, Katie firmly believes that brands can achieve both social good and business success. She points to companies like Patagonia as examples of businesses that have managed to balance social responsibility with commercial objectives. Patagonia’s “buy less of our stuff” campaign, which encouraged consumers to be more mindful about their purchases, is a case in point. While the message was counterintuitive from a traditional marketing perspective, it resonated with consumers because it aligned with the company’s long-standing commitment to environmental sustainability.

Katie explains that when brands are transparent about their motives and engage in social causes with integrity, they can foster a virtuous cycle. “If a company supports a social initiative and is open about the business benefits, they create a circular effect,” she says. “This enables the company to grow, reinvest in social causes, and further support the communities they care about.” In her view, radical transparency not only builds consumer trust but also strengthens a brand’s reputation, leading to long-term financial success.

Learning from Mistakes

During the conversation, Katie addressed the consequences of getting it wrong. She explained that the damage caused by social washing extends beyond immediate reputational harm; it can lead to financial losses, regulatory scrutiny, and a loss of consumer trust.

“If you speak on a topic that’s completely unrelated to what you stand for as a brand, you’re going to lose trust,”

she warns. Katie also highlighted that regulations are beginning to catch up, with the European Union drafting legislation to address social washing in much the same way as greenwashing.

The key to avoiding these pitfalls, according to Katie, lies in preparation and research. She encourages brands to invest in understanding the social issues that resonate with their audience and to base their communications strategies on solid data. “It might take months, even years of research to understand the impact of a social cause on your consumer base, but it’s worth it,” she asserts.

The Way Forward: A Call for Radical Transparency

Katie concludes by calling for a shift towards radical transparency in the commercial world. She argues that if brands were more open about the benefits they receive from supporting social causes, it would not only be refreshing but would also foster a more authentic relationship with consumers. “I’d be more likely to engage with a brand that’s honest about their motivations,” she says. Katie believes that PR professionals should push for a cultural shift within organisations, encouraging brands to embrace vulnerability and acknowledge the commercial benefits of their social initiatives.

For Katie, the future of PR lies in guiding brands to be genuine advocates for social change, rather than mere opportunists.

“It’s about being honest, being prepared, and being willing to invest in understanding what really matters to your audience,”

she summarises. By doing so, brands can avoid the trap of social washing and instead create meaningful social impact while driving sustainable business growth.

In a world where staying silent is no longer an option, Katie’s insights remind us that the most successful brands will be those that communicate with authenticity, act with integrity, and embrace the power of radical transparency.

In today’s marketplace, sustainability is no longer a mere buzzword; it has become a crucial component of consumer decision-making. However, with increased consumer interest in eco-friendly products comes the challenge of authenticity. The term “greenwashing” has emerged to describe deceptive claims made by businesses about their environmental practices. In this context, companies that truly prioritise sustainability face the difficult task of standing out while maintaining consumer trust.

In a recent conversation, Silvia Sigrist, Head of Marketing at Seep, delved into the evolving landscape of sustainability in consumer goods. Silvia shared her insights into how brands can navigate the pitfalls of greenwashing, build consumer trust, and effectively market their sustainability efforts. Having spent years developing digital marketing strategies for large organisations, Silvia made the shift to purpose-driven companies like Seep, a brand committed to eliminating plastic waste. Her journey from agency work to heading marketing for a sustainable company provides a unique perspective on the challenges of marketing genuinely sustainable products.

Sustainability: From a Trend to a Core Value

One of the major themes Silvia discusses is how sustainability has shifted from being a trend to becoming a core value for many consumers. However, this shift has not been without its challenges. Silvia explains that while consumers increasingly demand sustainable options, there is still widespread confusion about what sustainability really means. “A lot of the time, people don’t know that the product they’re using might be harmful to the environment, or even that it’s made from plastic,” she notes. This confusion is exacerbated by the rise of greenwashing, where brands mislead consumers into thinking they are more eco-friendly than they really are.

Silvia describes how brands must work harder than ever to educate consumers about what sustainability truly means and why it matters. For her, it’s not just about slapping a green label on a product but about ensuring that the values behind that product are real and transparent.

“We have a big role in first making people aware that the traditional products they’re used to aren’t necessarily good for the environment,” Silvia explains, “but also showing that there are alternatives available.”

This need for education is especially important when introducing sustainable products that may look or perform differently from their conventional counterparts.

The Challenge of Greenwashing

A significant part of the conversation focused on the growing problem of greenwashing and how it undermines genuine efforts by businesses trying to make a positive impact. Greenwashing occurs when companies use misleading claims or vague language to exaggerate the environmental benefits of their products. Silvia argues that transparency is the key to avoiding this trap. “We use certifications like B Corp and FSC packaging to substantiate our claims,” she says, emphasising that brands must be able to back up their environmental claims with evidence. At Seep, they also produce impact reports and are open with customers about the sourcing of their materials, even when it raises questions about why certain products, like their sponges, are sourced from places like China.

Transparency, Silvia believes, is the foundation of trust.

“If you can’t find transparency in a brand, that’s a red flag,”

she asserts. To combat greenwashing, Silvia advocates for brands to be upfront about their limitations as well as their successes. For example, Seep is candid about the fact that some of their products are manufactured overseas due to the lack of suitable suppliers in the UK. However, they ensure that these suppliers meet high standards for ethical and sustainable production. “It’s important to bring customers along on the journey,” Silvia adds, acknowledging that sustainability is an ongoing process, not a fixed achievement.

Educating the Consumer

Silvia highlights the crucial role of education in creating a more sustainable consumer landscape. As she sees it, many consumers are simply unaware of the environmental impact of the products they use every day. This is where brands like Seep come in, working not only to create eco-friendly products but also to inform consumers about why these products are important. “There’s a lot of jargon around sustainability,” Silvia says, noting that terms like “biodegradable,” “compostable,” and “eco-friendly” can often confuse rather than clarify.

One of Seep’s strategies is to keep things simple. “When we ask our customers what made them choose Seep, they often say it’s because our products are plastic-free,” Silvia explains. The clarity and straightforwardness of the term ‘plastic-free’ resonates with consumers who want to make environmentally responsible choices but don’t necessarily understand all the technical terminology. Silvia suggests that the future of sustainability marketing lies in this simplicity: “Just be upfront and clear about what your product is and what it isn’t.”

This educational aspect is central to Silvia’s vision of how sustainable brands can stand out in a crowded market. For her, it’s not just about making claims but also about helping consumers understand the broader context of their purchasing decisions. “Our mission at Seep is to eliminate 1 billion plastic cleaning tools from landfills by 2030,” she explains. While this might sound ambitious, Silvia emphasises that this kind of long-term goal resonates with consumers who want to be part of a movement that makes a real difference.

Building a Loyal Customer Base

One of the most interesting insights Silvia shares is how sustainability can help build stronger, more loyal customer relationships. She points out that consumers who care about sustainability often see their purchasing choices as extensions of their values. “If someone believes in reducing waste and sees that reflected in the product they buy, they’re more likely to stick with that brand,” Silvia explains. She believes that this alignment between personal values and brand values is one of the reasons why sustainable brands often enjoy greater customer loyalty.

This loyalty, however, is not something that can be taken for granted. Silvia stresses that it must be earned through transparency and ongoing engagement. “At Seep, we’re always communicating with our customers through email, social media, and other channels, sharing not only our successes but also our challenges,” she says. This openness creates a sense of community around the brand, making customers feel like they are part of Seep’s mission to reduce plastic waste.

Balancing Sustainability and Profitability

Silvia is also candid about the challenges of balancing sustainability with profitability, particularly in a market where consumers are often driven by price. Sustainable products typically come at a premium due to higher production costs, which can be a deterrent for some shoppers. Silvia acknowledges this but believes that the key is to communicate the long-term value of sustainable products. “Our products are designed to last longer than traditional alternatives,” she explains, noting that while they may have a higher upfront cost, they ultimately save consumers money by lasting longer and reducing waste.

Still, Silvia recognises that convincing consumers to pay more for sustainability is not always easy.

“We want to get to a point where sustainable options are more accessible to everyone,”

she says, adding that this will require greater demand and economies of scale to bring prices down. Until then, Silvia believes that education and transparency are the best tools brands have for justifying the higher price points of sustainable products.

The Future of Sustainable Marketing

As sustainability becomes an increasingly important consideration for consumers, Silvia believes that brands must evolve to meet the demands of a more environmentally conscious market. She envisions a future where sustainability is not an add-on or a marketing gimmick, but a fundamental part of every business’s strategy. “Sustainability is a journey,” Silvia says, “and brands need to be prepared to constantly improve.”

For Silvia, the most important thing is that brands remain true to their values and avoid the temptation to overstate their environmental credentials. “If you believe in sustainability, you need to integrate it into your product portfolio in a real and meaningful way,” she advises. This means committing to long-term goals, being transparent about the steps being taken to achieve them, and, most importantly, engaging with consumers in a way that is honest and clear.

In a world where greenwashing threatens to undermine real progress, Silvia’s message is clear: authenticity, transparency, and education are the keys to building a sustainable brand that consumers can trust.

Conclusion

As Silvia’s insights reveal, the future of sustainable consumer goods lies in authenticity. While the temptation to greenwash is strong, brands that prioritise transparency and education will be better positioned to build lasting relationships with consumers. For businesses like Seep, this means constantly striving to improve their sustainability practices while remaining open and honest with their customers. Ultimately, Silvia’s perspective reminds us that sustainability is not a destination but a journey—one that requires ongoing effort, innovation, and a deep commitment to doing better for both people and the planet.