How do we talk about impact with honesty, not hype?
In this episode, hosts Mirjana Arlaud and Shea Karssing are joined by Charlotte Levitt, Global Director of Marketing and Communications at B Lab, the nonprofit network turning business into a force for good.
Charlotte shares her journey from musician and storyteller to purpose-driven communicator and leader. Together, they explore one of the biggest challenges in sustainable business: how to talk about your impact without overclaiming (greenwashing) or under-sharing (greenhushing).
Through personal stories and practical wisdom, Charlotte reveals how creative leaders can meet people where they are, simplify complex ideas, and build trust by being transparent, even when the message feels uncomfortable.
Episode highlights
- Learn about Charlotte’s creative journey, from My Little Pony operas to leading global purpose communications
- Why trusting your audience is one of the boldest communication risks you can take
- The difference between greenwashing and greenhushing, and why both harm collective progress
- How to make “wonky” topics simple, actionable, and relatable, and how to communicate clearly when the stakes are high
- The role of community in giving leaders courage to speak up about sustainability
Quotes from Charlotte
“I was always really interested in this question of how it is that we can use artistic expression to connect people and to develop a greater sense of understanding and empathy for each other. And so initially I thought the way to do that would be to be an artist, to go be a performer.”
“I find that actually, if you deeply understand the topic, you don't need to use jargon because you actually understand the fundamentals of what's going on. Often, when people start using a lot of technical language, it's like a signal that actually we're not sure.”
“As much as you can, make the message practical, tangible, connected to people's actual lives and the decisions that they have the agency in power to make on their own. It can be quite empowering and feel very relevant.”
“Being in community is really, really important. When we get scared, we need other people, so that we know that we're not doing these things alone.”
“The gap we worried about was that people are saying more and not doing enough. That was greenwashing… Greenhushing is when that flips in the other direction.”
Resources & actions from this episode
- Learn more about B Lab and the B Corp Movement
- Follow B Lab on Linkedin, YouTube, and Instagram
- Read Charlotte’s co-authored article on greenhushing and why it matters
Reflect: What’s one sustainability or purpose action your organization is taking that deserves to be communicated more openly?
