Essays on the intersection of climate, capital, and culture.
Use our logic powered brand narrative tool to stress-test your claims against greenwashing risks.
Run AnalysisIn 2023, made-for-advertising sites took fifteen per cent of programmatic budgets. The median is now around one per cent. What fixed it is worth understanding, because the same method is sitting unused on most Indian media plans.
FSSAI has spent months stripping words like 100%, natural and healthy off Indian food packaging. The reasoning it is using applies almost word for word to sustainability claims.
Our survey of Indian marketing professionals found that around a third of sustainability claims reach the public without any independent check. The interesting part is why — it is far more often process than intent.
Four things we keep being asked about marine circularity — what ocean-bound plastic actually means, why the claims get brands into trouble, whether seaweed packaging is real yet, and where the money is. Our current thinking, including what we are still unsure about.
Most sustainable products that fail do not fail on technology. They fail in procurement. What we have learned about the gap between a successful pilot and a purchase order.
Tariffs used to be the barrier to the UK and EU. Increasingly it is disclosure — carbon, labour, traceability. What that changes for an Indian business planning to export.
Misleading environmental claims used to cost a brand some goodwill. They now show up in diligence, in customer acquisition cost, and in what an acquirer is willing to pay.
A decade of eco-friendly, natural and sustainable has produced a default setting of disbelief. What we think actually works now, and why perfection reads as suspicious.
Every rupee is being asked to justify itself. The inventory inflating your campaign's carbon footprint is usually the same inventory that was never going to perform.
The trade agreement puts sustainability standards at the centre of a large trading relationship. That is an opportunity for Indian businesses that can evidence their position, and a problem for the mid-sized ones that cannot.
Climate communication has spent decades raising awareness, and awareness is now high. Behaviour has not followed. We think the gap is a design problem rather than a persuasion one.
EPR rules are making brands financially responsible for garments after they are sold. That sounds like a cost. We would argue it is the moment resale and repair start making commercial sense.
