Cleanzine: your weekly cleaning and hygiene industry newsletter 11th June 2026 Issue no. 1214
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New guidance helps organisations navigate greenwashing risks and better communicate sustainability and social responsibility
Tunley Environmental, the science-based environmental sustainability consultancy, and CSR Accreditation (CSR-A), have launched a new whitepaper exploring how organisations can communicate sustainability and corporate social responsibility (CSR) activity more credibly in an environment where claims are being examined more closely than ever before.
Titled ‘Evidence Over Claims: Safeguarding Corporate Social Responsibility’, the whitepaper examines the growing pressure organisations face to ensure environmental and social claims are accurate, proportionate and supported by evidence.
The publication addresses both greenwashing and green hushing, recognising that many organisations are already taking positive action but may struggle to communicate their progress with confidence. This is often due to evolving regulations, such as the the Corporate Sustainability Reporting Directive, complex reporting frameworks and uncertainty around what can legitimately be claimed - particularly in relation to the UK's Green Claims Code.
Developed collaboratively by Tunley Environmental and CSR Accreditation, the whitepaper explores how scientific assessments, structured reporting, independent verification and accreditation can help organisations move from broad claims towards more transparent and evidenced communication.
The paper highlights the role - in strengthening responsible business communication and supporting stakeholder trust - of:
• Life Cycle Assessments (LCAs)
• Business Carbon Assessments (BCAs)
• Biodiversity footprinting
• Impact reporting
• Accreditation and third-party verification
"Many organisations genuinely want to do the right thing, but sustainability communication has become increasingly difficult to navigate,” notes Ellis Clark, head of marketing at Tunley Environmental. “This whitepaper is about helping businesses communicate their progress responsibly and with confidence. The goal is not to discourage organisations from talking about positive initiatives, but to help ensure those claims are supported by evidence."
Richard Collins, founder of CSR Accreditation, adds:
"Responsible business is not only about data and reporting. It is also about recognising the positive impact organisations create for employees, communities and the wider environment. Good storytelling is important, but it must be evidenced up by real action. This whitepaper helps organisations understand how to achieve that balance."
The whitepaper also explores the growing importance of accreditation in supporting structured CSR reporting and independent verification. CSR Accreditation's four-pillar framework, focused on environment, workplace, community and philanthropy, is highlighted as a practical way for organisations to benchmark and communicate responsible business activity.
Image: Envato Elements
The whitepaper is now available to download via:
4th June 2026