What Brands get Catastrophically Wrong when they talk about Sustainability

In a world where companies are being fined, investigated, and publicly shamed for sustainability claims that don't hold up to scrutiny, Helen Neal is the person behind the scenes helping household names get it right. Helen built an AI platform to stop brands from accidentally greenwashing themselves before they hit publish. Zena is an AI pre-publication governance platform that checks sustainability content against five regulatory frameworks — Green Claims Code, EU Green Claims Directive, CSRD, ASA guidelines, and more — before it goes public. It was built because her clients kept asking the same question: is this claim safe to make?

Helen is the founder of HN Communications, a B Corp-certified sustainability communications consultancy whose clients include Bosch, Heineken, Asahi, Nissan, and Aston Martin. She came up through the UK Parliament and government affairs roles at Virgin Atlantic and Nissan before founding her own agency in 2017. She knows the regulatory landscape from the inside.