🎯 In this episode: Helen Neal, Founder of HN Communications and creator of Zena, joins Net Zero Compare to discuss how companies can communicate sustainability progress without falling into greenwashing or greenhushing. The conversation explores why sustainability communication has become more complex as companies face growing expectations from investors, customers, regulators, employees, and other stakeholders. Helen Neal explains that credible communication depends on more than careful wording. It requires evidence, clear responsibilities, cross-functional review, and governance before content is made public. A key focus of the episode is how greenwashing often happens unintentionally when sustainability, legal, marketing, product, procurement, and corporate affairs teams are not aligned early enough. Even real progress can become misleading if the scope is unclear, evidence is incomplete, methodology is not explained, or the final message exaggerates the impact. The discussion also covers greenhushing, where companies avoid communicating sustainability progress due to fear of criticism or scrutiny. Neal argues that silence is not always practical, especially as stakeholders increasingly expect transparent information on environmental performance, climate targets, supply chain resilience, and social responsibility. The episode highlights the importance of reviewing sustainability claims before publication across reports, websites, advertising, investor communications, product labels, and social media. Neal also discusses Zena, an AI-based governance platform that helps teams identify where claims need stronger evidence, clearer scope, narrower wording, third-party verification, or more balanced explanation. The conversation also examines regulatory complexity across markets, including the UK Green Claims Code, the US FTC Green Guides, the EU Corporate Sustainability Reporting Directive, and EU consumer rules on environmental claims. Ultimately, the episode shows that responsible sustainability communication is not about choosing between promotion and silence. It is about building processes that allow companies to explain real progress honestly, disclose limitations, retain evidence, and ensure public claims reflect the underlying facts. 🔗 Read the full article:https://netzerocompare.com/podcasts/net-zero-compare-podcast/helen-neal-hn-communications 📍 Guest: Helen Neal, Founder of HN Communications and creator of Zena https://www.linkedin.com/in/helen-neal/ 🎙 Interview by: Karol Kaczmarek, Co-Founder of Net Zero Comparehttps://www.linkedin.com/in/karol-kaczmarek-39a29651/ #HelenNeal #HNCommunications #Zena #Greenwashing #Greenhushing #SustainabilityCommunication #ESG #SustainabilityClaims #CorporateGovernance #ClimateCommunication #NetZeroCompare *** At Net Zero Compare, we deliver clear, data-backed insights for decision-makers navigating ESG reporting, net-zero compliance, and clean energy adoption. 🌐 https://netzerocompare.com📩 Contact us: info@netzerocompare.com📚 Explore the Academy: https://netzerocompare.com/academy📰 Read more insights: https://netzerocompare.com/articles