Most companies aren't trying to greenwash. They're trying to put their best foot forward — and that's exactly where they go wrong. Helen Neal, founder of HN Communications and creator of the IMPACT framework, has spent over a decade helping major organizations including Bosch, Heineken, and Aston Martin close the gap between what they say and what they actually do on sustainability. In this episode, she joins Corinna Bellizzi to unpack why corporate sustainability communication keeps failing — and what radical honesty, strategic storytelling, and the right AI tools can do to change that. They explore the difference between greenwashing and green hushing (the dangerous silence that's now spreading as companies grow too afraid to say anything at all), why human stories and measurable impact always outperform data tables, and what it actually takes to build stakeholder trust that can't be bought with an advertising campaign. Helen shares her IMPACT framework — Integrity, Meaning, Proof, Action, Consistency, Transparency — and introduces Zena, the AI governance platform she's building to help sustainability teams navigate regulatory risk before they publish. They also dig into B-Corp certification, the Polish beer brand using bison conservation to build authentic purpose, and why Tony's Chocolonely's decision to publicly disclose child labor in its supply chain — rather than hide it — became one of the most powerful trust-building moves in recent brand history. If you work in sustainability, communications, or purpose-driven business, this episode will change how you think about what you say — and what you've been afraid to. COMPLETE BLOG & TRANSCRIPT: https://caremorebebetter.com/making-sustainability-more-than-just-a-buzzword-with-helen-neal/ About Guest: Helen Neal is the founder of HN Communications, a certified B Corp sustainability communications consultancy. She launched the agency to help businesses become a genuine force for good through clear, credible communication. With over a decade of experience at Nissan, Virgin Atlantic, and the UK Parliament, Helen specializes in bridging the gap between corporate ambition and public trust. Her clients include Bosch, Heineken, Aston Martin, and The Climate Group, working across stakeholder engagement, executive positioning, and net-zero storytelling. In 2024, she began building Zena, an AI governance platform helping sustainability teams navigate regulatory risk and avoid greenwashing. Guest LinkedIn: https://www.linkedin.com/in/helen-neal-02261129/ Guest Website: https://www.hncomms.co.uk/ Guest Social: https://www.instagram.com/helen_hncomms/ https://www.youtube.com/@HNCommunications Show Notes: 01:29 - How To Translate Sustainability Into Real Action 08:53 - Understanding The Real Impact Of Greenwashing 13:01 - Talking About Your Challenges With Confidence 23:32 - Showcasing Sustainability Efforts In The Most Creative Way 29:36 - IMPACT Framework And The Power Of AI 37:10 - Insights And Realizations As A B-Corporation 39:33 - How To Get Sustainability Communication Right 43:00 - Get In Touch With Helen And HN Communications 46:41 - Discussion Wrap-up And Closing Words Helen is currently accepting 5–10 global businesses (500+ employees) for a Zena trial beginning May/June 2026. Reach out through hncomms.co.uk for details or to request a free sustainability communication audit. BUILD A GREENER FUTURE with CARE MORE BE BETTER Together, we planted 36,044 trees in 2025 through our partnership with ForestPlanet. We screamed past our goal of planting 20,000 trees thanks to subscribers like you! NEW CAUSE PARTNER FOR 2025-2026 SELECTED! If you value open dialogue, sustainability, and social equity, I invite you to support our new cause partner — Prescott College. To learn more about this effort and to support the show, visit: https://caremorebebetter.com/support/ Follow us on social media: YouTube: https://www.youtube.com/c/caremorebebetter TikTok: https://www.tiktok.com/@caremorebebetter Instagram: https://www.instagram.com/caremorebebetter Facebook: https://www.facebook.com/CareMoreBeBetter LinkedIn: https://www.linkedin.com/company/care-more-be-better Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related