Futurebuild 2026

Across the built environment, organisations are under increasing scrutiny for the environmental and sustainability claims they make, from product performance and materials to carbon, circularity, and social value. In response, many businesses are caught between the risk of greenwashing and the growing tendency to say too little at all. As regulation tightens and expectations rise from clients, investors, and regulators, organisations need clearer internal rules on what can be claimed, how claims are evidenced, and who is responsible for approving them. A Green Claims Policy provides a practical framework for managing this balance, reducing risk while supporting confident, credible communication.

This interactive workshop will explore what a Green Claims Policy is, why it matters, and how organisations can create one in practice. Following a short introduction, the audience will be invited to help build a Green Claims Policy together, discussing key principles, agreeing proposals, and identifying gaps that commonly create risk in environmental claims.

Once the draft policy has been created, the session will conclude with reflections from three signatories of The Anti-Greenwash Charter. Drawing on their own experience, they will discuss how developing a Green Claims Policy has helped their organisations reduce risk, improve internal decision-making, and build trust with customers and stakeholders.

Chair
Charlie Martin, CEO, The Anti-Greenwash Charter

Panel speakers
Jamie Shaw, Global Sustainability Director, Karndean Designflooring
Amelia Woodley
Kelly Harrison, Director, Whitby Wood