June 17, 2026

Spill The (Green) Tea with Charlie Martin

50 minutes

Charlie's work is driven by a mission to promote honest communication, responsible leadership, and greater accountability in business.

In this episode, Katie and Malin dig into the mechanics of trust, the cost of what you don't say, and why sustainability comms might be the most powerful trust-building tool a business has, if only more of them were brave enough to use it.

In this episode, we cover:

Why signing up to an anti-greenwash commitment feels like putting a target on your back — in the current climate of greenhushing, organisations worry that making a public commitment to responsible comms only invites closer scrutiny; Charlie argues that's exactly the point, and that showing leadership requires a degree of courage that the best actors are already demonstrating.

Trust as a strategic asset, not a soft value — research into the FTSE 350 suggests as much as 28% of brand value is linked to trust signals, and yet most organisations have no formal strategy for building or measuring it; Charlie makes the case that sustainability comms is one of the most effective levers available, yet it's routinely abandoned out of fear.

Why the 'where we can improve' section has to come first — one of the core requirements of the Anti-Greenwash Charter is that organisations publish a Green Claims Policy that leads with what they're not doing yet; putting the gap-acknowledgement at the front.

What truMRK actually does and what it's trying to become — the verification service analyses sustainability reports across three dimensions (claim substantiation, use of language, and context), produces a scored Transparency Report, and optionally awards a verified badge

If trust is built by consistently doing what you say you'll do and evidencing it over time, then sustainability comms isn't a risk to be managed; it's the infrastructure through which trust gets built.

More from Charlie:

The Anti-Greenwash Charter

truMRK

Connect with Charlie on LinkedIn

Resources mentioned:

Asket Impact Report

Strategic Sustainability by John Pabon

The Responsible Edge Podcast

The CMA Green Claims Code

Naked Paper

Patagonia

More from Katie

Green, Not Greenwashed: Get the clarity and confidence you need to talk about your eco-efforts without the fear of greenwashing.
Follow Katie on Instagram @katietreggiden.1

More from Malin

Greenwashing 101: Green or Greenwashed? Essential insights for sales and marketing professionals to make sense of sustainability and avoid falling into greenwashing's trap.
Follow Malin on LinkedIn @malin-cunningham

PS Looking for Brackish? That has a new home at https://brackishbykatietreggiden.substack.com/t/podcast

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By Katie Treggiden, Malin Cunningham

4.9

99 ratings