New GreenSHOUTING Guide helps brands communicate sustainability

Creatives for Climate and B Lab, in partnership with Nice and Serious, have launched the GreenSHOUTING Guide, a free framework to help brands and creative teams communicate sustainability progress with credibility, confidence, and cultural impact.

Unveiled at ChangeNOW 2026 in Paris’s Grand Palais, the guide addresses a growing challenge in corporate communications: companies avoiding greenwashing often fall into greenhushing, keeping genuine progress silent. Greenshouting, the guide argues, ensures positive action is visible without exaggeration.

Practical framework for credible sustainability storytelling

The guide provides a three-step approach: developing a robust sustainability strategy, verifying claims, and applying the Seven Dials of Greenshouting—principles that emphasize demonstrable progress over aspirational perfection. Real-world case studies illustrate the approach, featuring brands like Wild, Formula E, Vinted, and VEJA.

Lucy von Sturmer, Founder, Creatives for Climate: "When companies go quiet, they leave space for bad actors to dominate the narrative. At a time when 89% of people across 125 countries want stronger climate action, fear-driven silence undermines both progress and business resilience."

Charlotte Levitt, Global Director of Marketing & Communications, B Lab: "Silence is not safe. Customers, employees, and regulators reward brands that have the courage to speak up about the real action they are taking. In 2026, sustainability communication is a business strategy for relevance and resilience, and the companies in this guide are showing us the way forward."

Guidance for marketing teams

Tom Tapper, CEO and Co-Founder, Nice and Serious: "As a movement we’re quick to shout about the brands and agencies who get sustainability communications wrong. But until now, we’ve really lacked clear guidance and inspiration to give marketing teams confidence and conviction. The ‘Seven Dials of Greenshouting’ show brands how to set the right tone for their sustainability stories."

The GreenSHOUTING Guide aims to break the “sustainability doom loop,” helping brands make progress visible without overclaiming, and positioning communication as a critical tool for resilience, relevance, and impact.

www.niceandserious.com

www.creativesforclimate.co

www.bcorporation.net

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