Episode Details

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.

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

BUILD A GREENER FUTURE with CARE MORE BE BETTER<