Naked Paper has become the first subscription-based consumer brand to sign The Anti-Greenwash Charter, marking an important step in strengthening standards for sustainability communications in the UK consumer market.
While scrutiny of claims has increased across sectors, consumer brands face growing pressure. Research consistently shows that public trust in green claims remains fragile, with many consumers expressing scepticism about the accuracy and clarity of sustainability messaging.
Naked Paper operates in a category where sustainability claims are highly visible and directly influence everyday purchasing decisions. Its decision to sign the Anti-Greenwash Charter, an independent, not for profit initiative, reflects a structured approach to improving how those claims are governed, communicated and understood.
As a growing challenger brand in the household goods sector, Naked Paper’s commitment signals how consumer subscription businesses can take a more transparent, accountable, fair and honest approach to communicating sustainability claims.
Charlie Martin, CEO, The Anti-Greenwash Charter said:
“What is notable about Naked Paper’s approach is the emphasis on implementation. Not just what is communicated, but how claims are reviewed, governed and embedded internally.
Consumer subscription brands are in constant dialogue with their customers. That creates both a responsibility and an opportunity to build trust through clear, accountable communication. Naked Paper’s commitment is a strong example of how this can be done in practice.”
Tom Whelan, Co-Founder, Naked Paper said:
“It’s unfortunately all too common to see corporate sustainability claims made without a shred of evidence. By signing the Anti Greenwash Charter, we are committing to a reliable framework backed by third-party scrutiny. Beyond holding ourselves accountable, we’d love to see more consistency across the consumer subscription sector. We hope to see other brands step up and join us in signing the Charter to set a new standard for transparency.”
With regulators increasing scrutiny, including guidance from the Competition and Markets Authority on sustainability claims, and growing public awareness of greenwashing, brands are under pressure to ensure their communications are robust and evidence-based.
To become a signatory of the Anti-Greenwash Charter, Naked Paper has built on the robust processes already in place to further align with the Charter’s specific requirements and formalise its approach to transparent sustainability communications.
Consumers are more likely to support brands they trust on sustainability. Misleading claims risk reputational damage and regulatory action. Clear, honest communication is becoming a competitive advantage.
Naked Paper’s approach reflects a wider shift towards greater accountability in how sustainability is communicated to consumers.