Beyond Greenwashing: How to Communicate Sustainability with Credibility with Helen Neal

Most companies don’t set out to greenwash — they’re just trying to put their best foot forward, and that’s exactly where they go wrong. Helen Neal, founder of certified B Corp HN Communications and creator of the IMPACT framework, joins Care More Be Better to unpack the gap between corporate sustainability ambition and public trust — and how radical honesty, strategic storytelling, and a new AI governance tool called Zena are helping companies finally get it right.