Clearly PR helps 175 B Corps break through greenwashing noise
Clearly PR, the B Corp PR agency, has smashed through its target of providing pro bono consultancy and advisory services to 150 B Corps by the end of 2025. Here’s why the campaign was launched and why we’re not finished with our mission just yet.
Clearly PR, one of the UK’s first B Corp-certified public relations agencies, has announced it has provided over 175 free strategic consultancy sessions to certified B Corps and purpose-driven brands over the last 12 months.
The pro-bono initiative was launched in late 2024 to combat the rising tide of greenwashing cynicism that has made it increasingly difficult for genuinely impactful businesses to secure media coverage for their vital Environmental, Social, and Governance (ESG) work.
Clearly PR initially aimed to support 150 certified businesses – a target it has now exceeded ahead of schedule. The firm’s goal now is to scale this effort in the next 12 months by expanding its support for B Corps in the United States – home to the world’s largest number of certified companies.
Founder Paul MacKenzie-Cummins said:
“The deliberate attempts by a few businesses to mislead consumers by exaggerating their green credentials have had a disproportionately negative impact on the many whose actions truly are making a significant social and environmental difference.
“This fear of being accused of greenwashing is effectively silencing the best stories – a state increasingly referred to as ‘greenhushing’, which is arguably worse.”
Through these consultancy sessions, Paul and the Clearly PR team identified a fundamental flaw in how B Corps were communicating their efforts: they focused too much on the actions being taken rather than the verifiable impact these initiatives were having.
For example, one consultation involved a multi-national beauty brand that had successfully protected a plant synonymous with their brand from extinction. This action not only secured the plant’s survival and ability to thrive once again, but it also boosted the local ecosystem and economy through the creation of new jobs.
“This brand was fearful of being accused of greenwashing if they took their story to the media, and they were right to be,” MacKenzie-Cummins said.
“Although a recognised brand, their approach to such stories was focused on what they had done, with little mention of the outcomes created. This is the critical missing piece in the PR puzzle and the primary reason why so many great stories never see the light of day.
“Our experiences have shown that most, if not all, stories can negate any criticism and boost their chances of winning media attention if the actions are backed up with data that shows the impact these initiatives have had.”
Clearly PR is now advocating for all purpose-driven businesses and brands to embed quantifiable impact metrics – not just intention – at the heart of their PR and communications. In doing so, they create both a compelling story and build an undeniable case for their ESG claims.
Looking for guidance on how to structure your ESG-related comms, contact Paul directly via the email below.
