On 24th June, Brand Finance and Ad Net Zero hosted an exclusive panel discussion during London Climate Action Week, exploring how brands can build and maintain strong sustainability perceptions in an era of increasing scrutiny and greenhushing.
The event featured the latest findings from the Brand Finance Sustainability Perceptions Index 2026, revealing the brands perceived to have the strongest commitment to sustainability globally, the evolving role of sustainability in driving consumer demand, and the significant value that sustainability perceptions create for the world's biggest brands.
This year's research highlighted a growing gap between sustainability performance and perception. As organisations continue to advance their ESG strategies, many are becoming more cautious about communicating their progress publicly—a trend often described as greenhushing.
Following the presentation of the findings, an expert panel discussed how brands can navigate increasing scrutiny, communicate their sustainability efforts with credibility, and ensure meaningful action translates into stronger reputation and lasting trust.
Sustainability Perceptions Index 2026 Presentation
Robert Haigh, Strategy & Sustainability Director at Brand Finance, presented the findings of the Brand Finance Sustainability Perceptions Index 2026, revealing the world's leading brands for sustainability perceptions and the value these perceptions create. He explored the growing gap between sustainability performance and public perception, highlighting the challenge of greenhushing and the importance of communicating genuine progress credibly.
Panel Discussion - Sustainability Perceptions in an Era of Greenhushing
Robert Haigh moderated a panel discussion with Mia Ketterling (Pinterest), Sebastian Munden CBE (Ad Net Zero), and Laura Wade (ISBA), where they explored:
| 11.00 - 11.30 | Registration |
| 11.30 - 11.45 | Introduction & & Sustainability Perceptions Index 2026 presentation Robert Haigh, Strategy & Sustainability Director, Brand Finance |
| 11.45 - 12.25 | Panel Discussion: Sustainability Perceptions in an Era of Greenhushing - Mia Ketterling, Sr. Global Sustainability Lead, Pinterest - Sebastian Munden CBE, Global Chair, Ad Net Zero - Laura Wade, Sustainability Lead, ISBA - Robert Haigh, Strategy & Sustainability Director, Brand Finance (moderator) |
| 12.25 - 12.30 | Closing Remarks Robert Haigh, Strategy & Sustainability Director, Brand Finance |
| 12.30 - 13.00 | Networking Lunch |
Ad Net Zero is a voluntary not-for-profit climate action programme for the global advertising industry. Over 280+ supporters worldwide help fund our work to deliver a range of tools, resources, frameworks and education materials. This is geared to help supporter companies embed sustainability into their strategies for increased business resilience and higher growth opportunities.
Ad Net Zero’s five-point Action Plan provides the whole advertising supply chain with a guide, supported by industry solutions, that enables companies to take action. We help our supporters drive their businesses forward with the specialist knowledge needed to reduce the emissions from advertising and businesses operations and unlock the power of advertising to support the growth of more sustainable products, services and behaviours.
Sebastian Munden CBE is Global Chair of Ad Net Zero, the worldwide ad industry initiative that helps companies embed sustainability into their strategies for increased business resilience, reduced greenhouse gas impact, and better growth opportunities. He is co-author of Sustainable Advertising, shortlisted for the Business Book Awards 2025.
Sebastian is also the Chair of the global environmental action NGO, WRAP, and Chair for UK Packaging PRO, organisations which are active advocates and participants in the circular economy.
Previously, Sebastian spent 32 years at Unilever, holding global leadership roles across Europe and North America, and served as Chief Executive of Unilever UK & Ireland until 2022.
Mia Ketterling is the Sr. Global Sustainability Lead at Pinterest. In her role, she is responsible for building Pinterest's sustainability strategy to advance sustainable outcomes within its operations. Mia manages Pinterest’s annual GHG inventory and assurance, sets reduction goals in line with climate science, helps maintain Pinterest’s commitment to 100% renewable electricity for our offices around the world, oversees the company's supplier engagement program, and contributes to the company’s ESG disclosures.
Laura Wade is the Sustainability Lead at ISBA, helping close the gap between ambition and action for UK advertisers as the industry designs "future-fit media" solutions at scale. A respected leader in sustainability in media, she was awarded Campaign's 2024 "40 Over 40" and IAB Europe's 2023 "Outstanding Contribution to the Digital Industry." She sits on industry working groups across, IPA, AOP and Ad Net Zero, and is a non-executive trustee at the digital arts charity Lighthouse.
Robert leads Brand Finance’s sustainability research and consulting practice, helping brands to understand the value of sustainability perceptions and how to manage these effectively.
Robert has a degree in Geography from the University of Oxford and an MBA from London Business School.
Robert began his career in marketing communications, later specialising in commercial strategy, due diligence, and insights.
