The EU’s Empowering Consumers for the Green Transition (ECGT) Directive officially came into force on 27 September 2026, and is set to reshape how businesses communicate their sustainability claims and environmental credentials.

In this article, we explore what the directive means for B2B businesses and offer practical tips for making clear, credible and compliant sustainability claims.

The defining irony of the AI era is that one of PR's oldest principles has become more important, not less.

AI can accelerate research, improve production and help us navigate vast amounts of information.

But it cannot replace a reputation earned over time.

And it can’t manufacture the human touch or genuine expertise.

Herd has a new home!

“People who succeed in b2b PR are ambitious and excited at the prospect of understanding how companies operate. They are shrewd analysts with a desire to be challenged every day...”

— The Guardian

It takes a certain type of animal to work in B2B PR.