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Trust, without the theatre

A candid conversation with Charlie Martin on greenwashing, greenhushing, and how transparency, evidence and context rebuild trust in sustainability communications.

In this episode, we explore why sustainability communication is breaking down, and how organisations can rebuild trust by being specific, evidence-led, and brutally honest about what still is not working.

From greenwashing to greenhushing, Charlie lays out a practical blueprint for responsible comms, and makes the case that transparency is not just safer, it is the only way progress becomes shareable, learnable, and real.

Let me know if you like this episode by sending a 👍🏼 or a 👎🏼, and let me know what you’d like to hear next!

For more insights and to stay up to date with all the latest information from BH&P, visit our website, or follow us on LinkedIn.

BH&P is a B Corporation, certified in September 2023, and on a mission to create meaningful growth for brands with purpose. From scale-up to Enterprise, we're here to help.

37:T448,

The No Bull Ideacast is a podcast about real change — and the role communication plays in making it happen.

Hosted by Becky Holland, founder of behaviour change agency BH&P, this show digs beneath the surface of modern marketing to explore what it really takes to create inside-out impact — the kind of change that starts with people, spreads through organisations, and ripples out across industries and society.

Each episode features frank, insightful conversations with senior marketers, business leaders, and investors. Together, we unpack the messy realities behind brand transformation, cultural influence, and stakeholder engagement — from frontline teams to boardroom decisions, supply chains to creative campaigns.

Because marketing isn’t just about shifting products. It’s about shaping narratives, aligning actions, and building the momentum for systemic change.

No buzzwords. No fluff. Just sharp thinking, bold ideas, and a belief that marketing done right can drive real impact.

38:T448,

The No Bull Ideacast is a podcast abo

Nothing We Do Is Sustainable: How Transparency Beats Persuasion

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