Why I Started My Green Comms

I’ve spent more than two decades in communications — most of it at the intersection of business and sustainability — and in that time I’ve seen the same pattern again and again: organisations want to do the right thing, but struggle to explain what they’re doing and why it matters.

Big brands usually have agencies, budgets, and teams to help them tell that story. But small businesses, NGOs, and independent founders and changemakers rarely do. They’re left trying to make sense of jargon-heavy sustainability language, navigating shifting regulations, and worrying that saying the wrong thing might do more harm than good.

That gap — between good intentions and credible communication — is exactly why I created My Green Comms.

The frustration behind the idea

Over the years, I’ve reviewed hundreds of sustainability reports, social posts, and campaign statements. Too many sound like they were written for compliance, not connection. Others over-promise, risking greenwashing (often) without meaning to. And far too many small businesses stay silent altogether, fearing they’ll be criticised or ignored, unable to compete with the global players.

But here’s the truth: silence helps no one.

If we want a more sustainable economy, we need more voices — not just the big ones. We need small businesses, local entrepreneurs, and community leaders to share what they’re doing and why it matters. Because progress, no matter how small, deserves to be seen and learned from.

What if communication could feel easier?

That’s the question that started it all. What if communicating sustainability didn’t feel like walking a tightrope between doing too little and saying too much? What if there was a tool that understood the nuance — one built by someone who’s spent years helping organisations find the right words?

My Green Comms was born from that thought: a simple, AI-powered assistant designed to help you communicate sustainability credibly, confidently, and without the corporate fluff.

It’s not about replacing human judgment — it’s about enhancing it.

The platform brings together two things I care deeply about:

• Clarity — because good communication shouldn’t require decoding.

• Credibility — because words should always be backed by real action.

Bridging expertise and accessibility

I’ve seen what a difference professional communications guidance can make — but I also know not every organisation can afford it.

That’s why My Green Comms isn’t built for agencies or multinationals; it’s built for the everyday communicators:

• The sustainability lead juggling ten priorities.

• The founder writing their first impact post.

• The NGO team trying to explain results to funders.

You shouldn’t need a consultancy retainer to talk about your sustainability journey. You just need support that’s grounded in experience and shaped by real-world practice — something that saves time, builds confidence, and grows with you.

Why now?

We’re living in an era where credibility defines reputation. Audiences are more informed, regulators are more active, and attention spans are shorter than ever. Sustainability communication can no longer be an afterthought — it’s how trust is built.

AI is changing the way we work, and when used responsibly, it can make credible communication more accessible than ever before. My Green Comms exists to put that power in the hands of those who need it most — the doers, makers, and small teams driving real impact.

It exists to help every honest voice in sustainability be heard — not just the loudest ones.

A personal mission

For me, this isn’t just a project; it’s personal. I’ve seen both sides — the boardroom strategy discussions and the factory-floor efforts that never make it into reports. I know how hard it is to translate genuine action into believable communication.

And it needs to be affordable. You don’t need to pay £1,500 an hour for an account director, or commit to a £100K retainer.

My Green Comms is my way of helping close that gap. It’s for the people who care deeply about what they’re doing and just need a way to share it clearly, honestly, and without fear of being misunderstood.

If that sounds like you, you’re exactly who I built this for.