Lee Green

Back in June I wrote about what happens when someone asks an AI assistant whether your company is any good on sustainability. It doesn't hand over your neatly worded page. It reads what it can find, breaks your claim into parts, and rebuilds an answer from whatever survives. Specific, evidenced claims tend to make it through that process. Vague ones get hollowed out. At the time, that was an argument, not a measurement. I could tell you the mechanism. I couldn't tell you which of your pages...

Nearly half of consumers no longer believe the sustainability claims they read, and new research shows scepticism causes disengagement rather than scrutiny. Here's what that means for how you communicate, and what actually rebuilds trust.

On 30 June 2026 the EU's consumer regulators agreed a common approach to enforcing the green claims ban from 27 September, favouring dialogue over sanctions. Here's why that isn't the reprieve it sounds like, and what SMEs selling into the EU should do now.