New podcast episode: From backstage to star – Making sustainability perform
15.12.2025
In episode 03 of Sustainability by Design, Giff sits down with Georgia-Rae Taylor, founder of Common Ground, a strategic sustainability and communications consultancy built on the belief that sustainability only becomes powerful when it stops living in a silo and starts speaking the same language as the brand.
Georgia-Rae has worked with global multinationals and boutique fashion brands across Europe and knows the pattern well. Sustainability sits in one corner, marketing in another, and the people expected to communicate the work are often the ones who understand it least. The result is sustainability storytelling that’s either jargon-heavy, buzzword-reliant, or quietly misrepresenting work that is genuinely good.
The conversation gets into the nuances of greenwashing – why it’s rarely about deliberate deception and more often about misalignment, under-resourced teams and a lack of shared language across the business. Georgia-Rae also makes a compelling case for why AI is making this worse, not better: she tested ChatGPT with carbon data she had written herself and it produced a completely different figure.
At the heart of it is something Blast and Common Ground share in practice as much as in principle. Blast created the Common Ground visual identity from the ground up, and has since worked with Georgia-Rae’s client Armed Angels on visual, design and communications work – translating that intersection of impact and imagination into work that actually looks and sounds like what it stands for.
In this episode: why most organisations have a communication problem not a commitment problem, how greenwashing is more often misalignment than deception, and why sustainability only works when it leaves the silo.
