At famille, we connect people, places and purpose, working across placemaking, environment and education with master developers, charities and community organisations to help our clients communicate what matters.
That means thinking carefully about the organisations and projects we work with – and making sure the communications we create are responsible, transparent and evidence-based.
Sustainability isn’t a bolt-on for us. It shapes who we work with and how we work. If at the heart of it our values are not met, then that’s where we have to draw the line.
That approach is why we have signed The Anti-Greenwash Charter, an independent, not-for-profit signatory programme for organisations committed to responsible marketing and communications.
Signing the Charter has given us a clear, documented framework to put our principles into practice – and greater confidence to ask the tough questions of our clients.
As communications consultants, we advise and produce content for clients across the public, private and third sectors. This means we have a responsibility to look beyond the words on the page and consider whether the claims behind them can be supported.
Our Green Claims Policy defines the standards and practices we adopt across our organisation to ensure that green claims about our products/services are accurate and substantiated. We check claims against supporting evidence, consider whether language is clear and unambiguous, and make sure imagery and other visual content accurately represents the information being communicated.
The policy applies to our own communications as well as the work we create with and for clients, and takes account of relevant requirements including the UK Green Claims Code, the ASA and CAP Code and relevant consumer protection legislation.
Our Green Claims Policy is a working barometer and process checklist for the team, covering everything from client work and editorial processes to imagery, AI, training, stakeholder education, content reviews and legal compliance.
It also gives us a framework for monitoring and improvement. We regularly review our operations, communications processes and evidence standards, including how we document and substantiate information, deepen our understanding of lifecycle thinking and emerging regulation, and further embed sustainability awareness across the whole team.
We believe that being a responsible communicator doesn’t mean getting everything right. It means having the intent to do better, being willing to ask questions and being open about where there is still work to do.
That transparency is an important part of building trust.
Signing The Anti-Greenwash Charter is therefore not a claim that we have reached the end of our sustainability journey. It is a commitment to keep learning, questioning and improving – and to bring that approach into the work we do with our clients.
If you have any questions about our Green Claims Policy, please contact team@famille.uk.