We Lead the Way in Transparent Sustainability Claims

03 June 2025

We are pleased to announce our latest step in our sustainability journey: the Knauf Green Claims Pledge. The pledge ensures communicating our sustainability progress is accurate and not misleading, making us your trustworthy and transparent building materials provider.

Why This Matters

In 2021, the Competition Markets Authority (CMA) found that 40% of Green Claims made online could be misleading consumers. While this isn't always intentional by brands, these inaccuracies can undermine the efforts to transition to a net zero world.

With environmental risks dominating the World Economic Forum’s Global Risks Report, it’s clear that businesses must provide reliable information.

Introducing the Knauf Green Claims Pledge

The result of extensive training and collaboration across the business, we’re excited to share the Knauf Green Claims Pledge.

Expert-Led Training: Becky Broadbent, Sustainability Proposition Manager, completed externally validated sustainability competency training. Through tailored training sessions, our marketing team is now equipped with the tools and processes to ensure responsible communication.
Global Collaboration: Working with the global Knauf Group, further anti-greenwashing training has been developed and rolled out to our commercial and technical teams, for a unified approach across the business.
Rigorous Compliance: The Knauf Green Claims Pledge has been written following the CMA’s Green Claims code, and the CAP code, to ensure compliance with the latest guidance, and will be continually reviewed.

A New Standard for Transparency

As part of the development of the Knauf Green Claims Pledge, we conducted a comprehensive green claims audit that checked all communications from website text, case studies, and brochures to identify any environmental claims, followed by extensive validation of these claims.

The process has transformed how we think about sustainability claims, challenging us to communicate with greater clarity and accountability.

Becky Broadbent, who led the project, shares:

“When phrases such as ‘environmentally friendly’ or ‘eco’ are used, they are open to interpretation and often used as a buzzword. It’s not clear if it means low carbon, low water, low waste, all of those or none at all. It can be confusing or misleading.

“We want to change that, ensuring more transparency in our industry, and we are demonstrating our leadership with Knauf as a trusted partner.”

A Responsible Transition

While we’re committed to change, we’re continually mindful of our environmental impact.

To avoid unnecessary waste, we are phasing in updates to our packaging and literature gradually, using up existing materials first. Rest assured that sustainability is at the forefront of our minds when developing new products and packaging.

To explore the Knauf Green Claims Pledge and to learn more about our sustainability efforts, visit the Knauf Sustainability homepage.

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