Challenger brands and bullshit:
The Greenwashing
Guide to Good

With Chacho Puebla
Co-founder / CCO of Felicidad

[ Course summary ]

Greenwashing fines can now hit 10% of a company’s global annual turnover, so it has become business critical. Brands have the power to influence consumers, and hold the key to a value-led change in the way the world works.

Be more Chacho, and align your work with your values. A decorated creative, who had a realisation in 2020, imagining his daughters in the future looking at a damaged world and asking him, “What did you do to stop this?” That question changed everything. So he left his huge agency job, and now sets about trying to change the story.

[ 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
CPD Certified
7.5 CPD Hours

[ 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 ]

This course is for brand leads, creatives, marketers, copywriters and agencies across brand / marketing / communications / PR / advertising and creative roles.

1) Greenwashing Fundamentals.
2) Global Greenwashing Regulations & Directives.
3) Why corporates, brands & creatives should care.
4) Moral compass map and checklists.
5) The 7 greenwashing archetypes.
6) 5-Second Greenwash Detonator Cheatsheet.
7) What good looks like & what to do when the shit hits the fan.
8) Guide to Communicating for the New Economy & Purpose-Driven Messaging Resources.

No prior knowledge is required.

5 hours.

The course is delivered through on-demand videos (in your own time).

Yes, you will receive a CPD certificate on completion of the course.