Challenger brands and bullshit:
The Greenwashing
Guide to Good

With Chacho Puebla
Co-founder / CCO of Felicidad

Enrol now Free Preview

[ Course summary ]

Greenwashing fines can now hit 10% of a company's global annual turnover. That is not a reputational risk, it is an existential one. And yet most brands are still making claims they cannot substantiate, running campaigns they cannot defend, and briefing creatives who do not know how to push back.

Chacho Puebla is one of the most awarded creatives in advertising with 41 Cannes Lions, jury president at Cannes, D&AD and beyond. He is also the Co-Founder of Felicidad. In 2020, something shifted, imagining his daughters looking back at a damaged world and asking him ‘What did you do to stop this?’ and he walked away from a career built on selling stuff, and started building one around changing the story.

This course is the result of that decision, a practical, no-bullshit guide to spotting greenwashing, calling it out, and creating work that is genuinely good.

[ What you will learn ]

This course has been curated to help creatives and agencies spot and avoid greenwashing. Explore how to set your moral compass and turn values into everyday positive business decisions. Gain strategies to push back on briefs, understand key legal and ethical issues, and explore what consumers expect. Learn the 7 shades of greenwashing, the costs of a lie, and what good looks like. Get practical tips on messaging, copywriting, and tools for responsible, purpose-led, impactful work in the new economy.

About this course

$499.00
17 lessons
CPD Certified
4 CPD hours
Greenwashing Guide to Good Playbook: 10 actionable tools

[ Course Curriculum ]

Challenger brands and bullshit: The Greenwashing Guide to Good
with Chacho Puebla

A - Spot the Bullshit: What is Greenwashing?
B - A Short, Sharp History of Greenwashing – how it began and grew into a beast
C - Why corporates & brands should give a shit
D - Why Creatives should give a shit
E - The Cost of a Lie – the systemic, legal & financial repercussions of Greenwashing
The Rules of Engagement - the bigger picture

A - Set Your Compass
B - Your Individual Moral Compass – how to make good choices under pressure
C - Your Corporate GPS – turning values into everyday business decisions

A - Chacho's 7 Greenwashing Archetypes
B - Fostering a Bold & Brave Mindset – take a stand against greenwashing
C - What to do when the shit hits the fan (when your compass says ‘No’)
D - What Good looks like – recapping the principles of ‘The New Economy’ thinking

A - Recapping your journey
B - Takeaways
C - Do Epic Good & further learning
D - Feedback form

[ FAQ ]

Greenwashing is when a company makes environmental claims - in its advertising, packaging, or corporate messaging - that are misleading, unsubstantiated, or outright false. It ranges from the obvious (fake eco-certifications) to the nearly invisible (vague language that implies more than the evidence supports). Most greenwashing does not start with bad intentions. It starts with a brief, a deadline, and nobody in the room who knows where the line is.

This course maps seven distinct greenwashing archetypes, from subtle misdirection to full-scale fabrication, so you can spot greenwashing before it becomes a fine.

Under the EU Green Claims Directive and the ECGT, greenwashing fines can reach 10% of a company's global annual turnover. For a billion-dollar brand, that is a nine-figure liability. Regulators are actively monitoring - the ASA, the CMA and the European Commission have all taken enforcement action in recent years, and the pace is accelerating.

Beyond the fines, the reputational damage is often worse. Consumers are more sustainability-literate than ever. Getting caught out does not just cost money, it costs trust, and that is much harder to rebuild.

Challenger Brands and Bullshit - the Greenwashing Guide to Good is for brand leads, creatives, marketers, copywriters and agencies across brand, marketing, communications, PR and advertising. If you write briefs, respond to briefs, approve copy, or put your name on creative work, you need to know where the line is.

This course is for anyone who has ever felt the pressure to make a product sound greener than it is, wanted the confidence to push back, or to advance their career. It gives you both the tools and the credentials to do it.

You will be able to identify all seven greenwashing archetypes, use Chacho's 5-Second Greenwash Detonator to stress-test any claim, push back on briefs that cross the line, and build communications that are both commercially powerful and legally defensible.

You will leave with the Greenwashing Guide to Good Playbook, 10 actionable tools for responsible, purpose-led creative work.

No. Chacho is a creative, not a lawyer and this course is built for creatives. The legal context is explained clearly, but the focus is on practical tools and mindset, not legal theory. If you can write a brief, you can follow this course.

The course moves from fundamentals through to Chacho's Seven Greenwashing Archetypes and practical tools for creating genuinely good work, including what to do when a brief asks you to cross a line you are not comfortable crossing. It is self-paced, on-demand, and takes approximately 4 hours to complete.

On completion, you receive a globally recognised CPD certificate, 4 CPD hours, accredited through the Continuing Professional Development Standards Office, plus the Greenwashing Guide to Good Playbook with 10 actionable tools.