Rise & Shine Rachel Green

Greenwashing officially given the boot in the EU … and what it means for Australia.
In this solo ep with just me, Rach Green, I’m explaining the EU’s ban, what it means for Australian small business + how it will change your copy and messaging.
The EU has given greenwashing terms the boot and it's currently in process to become law. I’m cheering the EU’s move because it’s likely that Australia will follow this bold, much needed step to kill the BS, stop misleading buyers and put the importance on the planet that it deserves with action.
Hold up  - what’s greenwashing?
It’s a topic I explored in this blog and also in this pod with Sam Rankin a few episodes ago. So go check that out if you want to dive deeper into greenwashing and messaging.
Greenwashing is defined by the European Parliament as “The practice of giving a false impression of the environmental impact or benefits of a product, which can mislead consumers”.
Greenwashing is saying sustainable things that your product isn’t, so buyers choose it in the misbelief that they are making planet friendly purchases.
Greenwashers use words like “eco friendly”, “natural”, “sustainably made”, “planet conscious” etc when they are none of these things – and when their claims aren’t proven.
The UN makes it clear: “greenhouse gas emissions, such as carbon and methane, from human activities are wrapping the Earth in a blanket of pollution that has warmed the planet and led to severe impacts such as more intense storms, droughts, floods and wildfires.” In Australia, we know this – crazy, out of control busy fires. Wild storms that unleash rock-size hail balls. Whipping winds like we’ve never seen. Climate change is undeniable  - it is caused by humans.
What’s so wrong about greenwashing?
It’s dangerous, deliberate and deceptive.
Simply, it’s unethical. It’s a marketing tactic. And this kind of shady marketing (excellent pod on unethical marketing with Mia Fileman) is exactly why for a long time I’ve been ashamed to be a marketer with a degree in marketing. Because marketing is twisted. It plays on our weaknesses, our ignorance, on the truth. It’s also why I am now a copywriter for brands with conscience. Because I want to help the good ones – the people who give a damn about tomorrow with the impact and actions of today.
Greenwashing is misleading customers at the cost of the planet. It’s unsustainable  - the world has long known about the limited resources we have. It’s a false economy for the earth. For example, products labelled “compostable” without any mention of Australian standards as home compostable are not actually meant to break down in your garden compost. They just say that so you feel better about buying it – it’s playing on your guilt and targeting the consumers who do care about their  impact on the planet.
We have to do better.
What’s banned?
In January 2024, the EU declared these are the greenwashing terms they will ban unless you have certified third party proof:
Environmentally friendly
Natural
Biodegradable
Climate neutral
Eco
These new rules make product labelling clearer and more trustworthy – without vague green claims. The proof for green claims must come from an independent certified authority, which could be something in Australia like B Corp, Australian Certified Organic, Australasian Bioplastics Association, Forest Stewardship Council certified etc.
This HUGE change will come into force by the end of 2026. European brands are scrambling to sort out their products, sourcing, messaging and packaging right now.
If you’re thinking “This is excellent – but what does it mean for Australia?” I’ll let the European Parliament’s rapporteur Biljana Borzan (S&D, HR) tell you.
“People will be able to choose products that are more durable, repairable and sustainable thanks to reliable labels and advertisements. Most importantly, companies can no longer trick people b

An comm brand built on body positivity, Mama Movement is the dream of ex- corporate mousewheeler, Faye Tan. Bright, booty loving and sustainably made, you’re about to hear how she grew her business from zero to babOOM without sacrificing on values.
 
+ The story of P!NK owning a Mama Movement piece
+ Faye’s evolution from dull corporate life to CEO of one of Australia’s fastest growing sustainable clothing labels
+ The moment she started to make actual income
+ Why body positivity is her credo
+ Busting toxic ideals on body image
+ Gaining traction as an ecomm in this tough economy
+ Growing from her garage to warehouse
+ Her content strategy unpacked
+ Scaling… and then killing her popular swimwear product lines
+ What’s next for Mama Movement
 
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Check out Mama Movement
FREE ARTICULATE YOUR AUDIENCE DOWNLOAD
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Connection is why we’re in business and it’s absolutely what your client or buyer is seeking, whether they realise it or not. I dive into this topic with Suz Chadwick, Business & Certified Mindset Coach who helps you build a BRAVE & BOLD personal brand and profitable business. Tune in to uncover the ingredients of sticky, magnetic brands that connect:
Why we crave connection through brands
We buy what we want to do, be and have
How identity and values effect your buying
Why we need brands that connect
How we build one
Understand what it is you’re here to do
How branding makes us money
Metrics that matter for measuring brand connection
The personal brand economy era
Blocks business owners face when building a connection-driven brands
Showing up as the real Suz Chadwick
Balance is BS
FREE ARTICULATE YOUR AUDIENCE DOWNLOAD
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Work with Suz
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Marketing trends – do you get on board? Or stick to your own thing? Shay Bianco spills all on this year’s marketing trends - and why NOT to follow them.

Sustainable skincare is a massive industry and one I’m exploring in this ep with Christie McGann from vegan skin are and make up brand, The Bod Society. From her carport in 2018 to buying a factory in 2022 and winning awards, hers is truly a story of a brand that’s aligned with her life and values. Listen in to hear:
Where Christie started and where she is now
How her own growth and life experiences have shaped The Bod Society
How she creates effective products that are eco friendly, vegan, natural, cruelty free and sustainably sourced
Small batch vs mass production
The dark truths in the beauty industry Christie’s determined to flip by owning an ethical brand
How she stand out and rise above in such a crowded industry
Being the face of the brand as well as the boss
Balancing motherhood with business ownership
Winning business awards as a mum
Christie’s driving force
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Check out The Bod Society
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Not all business awards are created equal. Which is why I’m chatting with Erin Huckle, awards writer and PR pro from Chuckle Communications. She works for creative, innovative and ethical businesses and has an 89% success rate helping clients win or be a finalist in awards.
Why awards are good for your business
What judges are looking for in your entry
Benefits of winning (the good)
Awards with questionable cred – what to look for to know it’s worth your time (the bad)
Award programs as sales funnels (the ugly)
Pay to play – should we have to pay to enter awards?
Practical ways to harness your award to reach more people and grow
How to write a powerful award entry
PR for small business tips 
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Work with Erin + get your awards calendar
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