The odd ramble…
The rules around GREENWASHING are tightening. And it's about time!
The EU’s EmpCo directive is cracking down on greenwashing, and words like “eco-friendly” and “sustainable” no longer cut the mustard. I spent the summer writing for a global consumer brand under the new rules. Here’s what that means for your environmental claims, and why the version that complies lands harder and persuades better anyway.
A Sustainability Glossary to Clear Up Confusion (And a Word to Inspire)
An experienced copywriter’s view of sustainability language in 2026. What terms like greenwashing and greenhushing have done to paralyse companies doing genuinely good ESG work and a new thinking framework to help marketeers and brand leaders write with authority and honesty when it comes to their environmental and social value.
"What 8 fab speakers taught me in one day (& why my brain briefly left the building)"
What happens when you put eight brilliant speakers, a room full of marketers and one very overexcited copywriter together in Westminster? A day that fills the cup completely. Here's everything I learned — including why weirdness wins, why your hidden buyers matter and why my brain temporarily left the building.
Copywriting in the Wild
As a sustainability and biodiversity focused copywriter it’s a bonus to get the chance to explore the best of London’s green spaces.
Positive Impact copywriter
Positive impact copywriting is my happy place, where I solve problems for clients. Improving ROI, increasing website traffic, improving SEO, defining a clear brand voice and creating guidelines to keep it consistent.
Copy for permanent displays
Writing “50th anniversary” copy for permanent displays is one of the most rewarding storytelling projects. Especially when it’s been admired by berth holders and visitors to Lymington Yacht Haven marina for over 3 years.