Building credibility in sustainability storytelling: B2C brands and the consumer trust gap (webinar recording)
23 Jan 26
Ellen Atiyah
Share this
Hear from Patagonia, Primark, Kantar and Nestlé on credible sustainability communications and how to deepen consumer trust in turbulent times.
As consumers pay closer attention to brands’ sustainability claims, the challenge is no longer solely what companies do, but how they explain it clearly and honestly.
The second webinar in the series focuses on consumer-facing brands and retailers. We explore how to talk about complex topics such as supply chains, product impact and targets in a way that makes sense to everyday consumers – without overclaiming or greenwashing.
Discussion will cover what works (and what does not) in campaigns and product communication, approaches to avoiding greenwash and “greenhush” while staying ahead of regulation, and how to measure whether sustainability communication is building trust and influencing behaviour.
Panellists include:
Sarah Whittaker, head of sustainability communications, Primark
Ozlem Senturk, senior partner, global sustainable transformation practice, Kantar
Katja Seidenschnur, global head of sustainability nutrition, Nestlé
Wendy Savage, senior director, social impact and transparency, Patagonia
This session was moderated by Ellen Atiyah, senior stakeholder engagement and sustainability communications manager, Innovation Forum.
As expectations around sustainability communication continue to rise, NGOs are under increasing pressure to demonstrate impact, explain complexity and be open about limitations. At the same time, they must maintain trust with donors, communities and partners while operating in an environment of heightened scrutiny and constrained resources.
This session, the third in the Sustainability Communications and Engagement series, will explore how NGOs are approaching sustainability communications in practice, focusing on:
how NGOs are communicating impact, progress and setbacks more transparently
the role of data, evidence and verification in strengthening credibility without overcomplicating messaging balancing compelling storytelling with accuracy, nuance and accountabilit
navigating communications around corporate partnerships while maintaining trust and independence
how expectations of NGO communications are evolving across donors, communities and business audiences
The discussion will examine what is working, where challenges remain, and what NGOs are doing differently as scrutiny of sustainability claims increases.
We'll be hearing from:
Kate Stritzinger, director of brand, impact and communications, Fairtrade America
Courtney Holm, board director, Green Seal
La Rhea Pepper, senior advisor, Regenerative Organic Alliance
We’re also building a network of professionals tackling similar challenges. If you’d like to hear more about upcoming sessions in the Sustainable Communication and Engagement Series or related stakeholder engagement projects, please complete this form.
Amsterdam
10th - 11th March 2026