'We are the behaviour change industry': Freuds' Arlo Brady on how the comms industry can be a force for environmental good

Cecilia Keating
clock • 9 min read

PR boss gives BusinessGreen his take on net zero, COP26, and ‘greenwashing' as Freuds scoops prestigious Queen’s Award for Enterprise for its commitment to sustainable development

Freuds CEO Arlo Brady says he first realised how business could be a force for change when he decided against the typical oil and gas career path for a geology graduate and instead opted for what was then...

To continue reading this article...

Join BusinessGreen

In just a few clicks you can start your free BusinessGreen Lite membership for 12 months, providing you access to:

  • Three complimentary articles per month covering the latest real-time news, analysis, and opinion from Europe’s leading source of information on the Green economy and business
  • Receive important and breaking news stories via our daily news alert
  • Our weekly newsletter with the best of the week’s green business news and analysis

Join now

 

Already a BusinessGreen member?

Login

More on Marketing

Mercedes-Benz sets new 2049 net zero goal

Mercedes-Benz sets new 2049 net zero goal

German carmaker unveils revisions to long-term climate goals, including new individual targets for emissions from production, vehicle use, and value chains

clock 12 November 2026 • 4 min read
ASA hits brakes on ads promoting 'carbon neutral' delivery

ASA hits brakes on ads promoting 'carbon neutral' delivery

Watchdog rules against ads from SportsShoes.com, Grind, Who Gives A Crap, and Procook for not providing sufficient detail on the role of carbon credits in emission delivery claims

Stuart Stone
clock 11 November 2026 • 5 min read
'Ambitious and realistic': B&Q cuts direct emissions by 67 per cent

'Ambitious and realistic': B&Q cuts direct emissions by 67 per cent

DIY retail giant publishes latest sustainability report outlining progress towards its goal of reaching net zero for Scopes 1 and 2 by 2040

clock 11 November 2026 • 2 min read