From Greenwashing to real change

Communicating Sustainability the Right Way

📍 10 September | 09:50 – 10:30 | Associate Square

Everyone agrees: greenwashing is damaging. Yet companies with good intentions still fall into the trap — often pushed by buyer demands, regulation, or unrealistic targets.
In this round table: Jonathan Linthout (Uster) unpacks how buyer knowledge gaps fuel greenwashing, Sacha Bakker (soul.com) shares a case where greenwashing ultimately became a driver of positive change, and Besim Ozek (ITHIB & BOSSA Jeans) highlights why buyer education and expectation management are essential. Saro Campisano (Hedgehog) adds a systems perspective, with Nynke Eggen (The Sustainability Club) moderating.

Panelists
Sacha Bakker – soul.com
Saro Campisano – Hedgehog
Jonathan Linthout – Uster
Besim Ozek – ITHIB & BOSSA Jeans

Moderator
Nynke Eggen – The Sustainability Club