In a polarized political and economic climate, many brands are retreating, quietly downplaying or abandoning sustainability commitments to avoid controversy, a phenomenon widely known as ‘greenhushing’. But a growing cohort of companies is doing the opposite: greenshouting.
This session introduces the Greenshouting Guide, a practical framework for brands from B Lab and Creatives for Climate, designed to help brands reclaim their sustainability voice with credibility, courage, and commercial impact. Rather than going quiet, the guide showcases companies that are doubling down on authentic purpose-led communication that builds consumer trust, drives loyalty, and creates a durable competitive advantage.
Twenty years ago, B Lab set out to prove that business could be a force for good. The movement has since grown to 10,000+ B Corps in 100 countries and 160 sectors, employing more than 1 million workers. The standards for certification have never been more rigorous: a sweeping overhaul now mandates minimum performance across seven areas. That history gives B Lab a unique vantage point on what bold sustainability leadership looks like over time, what's changed, what's gotten harder, and what's held.
Drawing on that 20-year lens, Sarah Schwimmer and a panel of B Corp leaders will explore what it takes to communicate sustainability commitments boldly and honestly, and why doing so is increasingly a business imperative, not just a values statement.
Attendees will leave with real-world examples, tested messaging principles, and a practical playbook for navigating the tension between transparency and controversy in today's market.