The Creative Truth, with Steve Mayer

Send us Fan MailWant a sustainability claim that inspires without inviting a regulator into your inbox? We sit down with Steve Meyer, director of Carbon Blue Solutions, to explore how. From mangrove forests and seagrass meadows to desert halophytes, Steve first of all explains why blue carbon stores CO2 for millennia and how that changes the maths on offsets, resilience, and coastal protection.Then we shift to the communications frontier and EcoApprase, an AI-assisted tool that scores green claims on clarity, evidence, scope, and risk. It flags risky phrases like planet-friendly and net zero without boundaries, offers practical rewrites, and stays current with fast-moving case law so marketers can publish with confidence.We talk with Steve about how, across the UK, EU, US, Canada, Australia, New Zealand, and India, we see the same pattern: bold sustainability stories need proof, baselines, and clear KPIs. India’s rapid enforcement and real-world pollution pressures are accelerating adoption, while “recyclable” claims face a tougher test when local facilities don’t exist. The message is simple: creativity thrives under discipline, and defensible claims help teams avoid both greenwashing and greenhushing. And along the way, Steve shares what keeps him motivated—watching genuine builders get the backing to scale solutions that matter.Follow GoodGeist for more episodes on sustainability, communications and how creativity can help make the world a better place.