Beyond Greenwashing: How to Communicate Sustainability with Credibility with Helen Neal

About this episode

Helen Neal discusses the challenges of corporate sustainability and the importance of credibility in communication.

Most companies don't set out to greenwash — they're just trying to put their best foot forward, and that's exactly where they go wrong. Helen Neal, founder of certified B Corp HN Communications and creator of the IMPACT framework, joins Care More Be Better to unpack the gap between corporate sustainability ambition and public trust — and how radical honesty, strategic storytelling, and a new AI governance tool called Zena are helping companies finally get it right.

People in this episode

Host: Corinna Bellizzi

Guest: Helen Neal

Topics covered

• sustainability
• corporate responsibility
• greenwashing
• public trust
• storytelling
• AI governance

Keywords

• sustainability
• greenwashing
• corporate trust
• storytelling
• AI governance
• IMPACT framework

Mentioned in this episode

Organizations: HN Communications

Products: IMPACT framework, Zena

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