From greenwash to 'greywash': Why sustainability strategies are being shackled by a lack of creativity

All too often businesses are failing to creatively activate their sustainability strategies and thus reach and inspire their audiences, explains Salterbaxter's Kathleen Enright. As businesses race to deliver on their 2030 net zero commitments and beyond, we have seen many launch inspiring and well-placed sustainability strategies to transform their business practices. Yet, despite these efforts, the reality is that we are halfway through our ‘decade of action' and even with the significant effort and investment being made, there is still a lot to do and a long way to go.  In our ef...