April 15, 2026

The Net Zero conversation we've been avoiding - How to communicate when you're not on track

35 minutes

Inspired by an article by Solitaire Townsend, they explore why so many businesses are falling short, why both greenwashing and greenhushing are the wrong response, and what brave, honest communication could look like instead.

In this episode, we cover:

Why so many businesses set ambitious net zero targets without a clear plan to deliver them, and why a mass missing of those targets is now inevitable

The systemic barriers beyond individual companies' control and why that makes the comms challenge so much harder

The generational divide between those who set big, hairy, audacious goals and the Gen Z workforce inheriting them and what that means for how we communicate imperfect progress

Why transparent, substantive communication about missing targets builds more credibility than silence

A practical framework for what "brave" comms actually looks like: own what you've done, explain what you haven't and why, separate systemic barriers from organisational ones, and always include a "what now"

The episode is equal parts reality check and rallying cry because talking honestly about imperfect progress isn't a comms risk, it's the most credible thing a brand can do right now.

Resources mentioned:

How to Dodge the Imminent Net Zero Mass Failure by Solitaire Townsend, Chief Solutionist at Futera

Accenture analysis (November 2024) the fourth annual Destination Net Zero report, provides a clear-eyed, empirical assessment of where the world’s largest companies stand on their decarbonization journeys

The Power of TED* (*The Empowerment Dynamic) by David Emerald — on moving from the drama triangle (victim/rescuer/persecutor) to empowered communicator, challenger and coach (this is an affiliate link)

The 7 Habits of Highly Effective People by Stephen Covey — specifically the circles of control, influence and concern (this is an affiliate link)

Eden, by Tim Smit (this is an affiliate link)

The Carbon Literacy Project

The Anti-Greenwash Charter

1% for the Planet

Brand examples: Ace & Tate, Patagonia, Tony's Chocolonely, Fairphone

You can access the full episode transcript here

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