Three questions for:
Nelly Debril, UEBT Communications and Claims Manager
This is your nine-year anniversary with UEBT, so you have seen the organisation really grow over time. What top memories stand out for you?
Nine years—wow, time really flies! Looking back the growth has been incredible. When I started at UEBT in 2017, we were just 5 people at the secretariat in Amsterdam, 8 worldwide, and had fewer than 40 members. Today, we have over 215 members and more than 50 staff.
What stands out most is that despite this growth, so many people—members, staff, and even conference attendees—have stuck around. That says a lot about the spirit of UEBT and the dedication of its team. Of course, growth brings challenges—like keeping communication strong across a bigger, multicultural team spread over many countries. But we’ve managed to keep UEBT’s core values intact. The spirit didn’t dissolve with growth; it multiplied.
Some of my top memories are all about ‘firsts’:
Helping organise the 2017 conference with zero event experience (and surviving!).
Being part of the launch of the UEBT certification label in 2018 and then spotting it on a product for the first time.
Speaking at the UEBT conference in 2024 in front of 150 people about upcoming green claims regulations—a big leap from my early days.
And my first field visit to Vietnam for an agarwood verification. Working in communications can feel far from the ground reality, so seeing UEBT’s impact firsthand was eye-opening. It brought back my sense of purpose and reminded me why we do what we do.
On a personal note, working with such passionate colleagues with such a high level of expertise has been a constant source of learning and motivation. I’ve grown so much professionally thanks to the expertise and dedication around me.
And for the little story: I started at UEBT on my birthday and was welcomed by Rik, UEBT Executive Director, and Bertjan, Operations and Finance Director, with a cake and a Dutch birthday song. I think that’s why I stuck around for so long—who can resist cake and a Dutch song? So yes, nine years later, I’m still here—either because of the purpose, the amazing team… or because I’m secretly hoping for another cake!
Field visit to Vietnam for an agarwood verification
These last few years have really seen a backlash on sustainability communications, because of the rise of greenwashing and the need to tackle it. Some people then say this leads to ‘green hushing’ or the reluctance of companies to talk about their sustainability work. Do you see this trend and what would you recommend to companies concerned about backlash?
Yes and no. We do see this trend globally, and it’s really the result of two main factors: increased regulations on sustainability claims—such as the EU’s Empowering Consumers Directive—and greater media scrutiny on supply chains, especially when big brands are involved. This combination has definitely made some companies more hesitant to share their efforts.
However, at UEBT, we work with companies that are deeply committed and genuinely eager to communicate the work they do on the ground. Our role in the claims team is to help them do that responsibly. We believe transparency and credibility are key. Rather than ‘green hushing,’ companies should focus on communicating in a way that is truthful, substantiated, and aligned with recognised standards like UEBT’s, as well as with regulations.
That often means shifting the focus from bold claims to the actual journey—talking about projects, being clear about both achievements and challenges, and avoiding overclaiming. It’s about finding the right balance between marketing teams, who often want short, strong messages, and sourcing or procurement teams, whose work is more nuanced and, long-term. There is a middle ground, and that’s where we guide companies.
My recommendation to companies would be to communicate with honesty and humility. Share the progress, acknowledge the challenges, and back it all up with credible evidence. That’s how you build trust—and that’s what consumers value most today.
Your job has grown and changed with UEBT over time, from assisting with conference to building an improved web site, to developing claims policies and designing publications. Now you are coordinating the UEBT standard revision in addition to managing communications. What is next for you?
That’s a good question. Over these nine years, my role has evolved a lot as you said—I’ve taken on new responsibilities, learned so much, and grown along the way. That’s what I love about UEBT and why I’ve stayed so long. Here, I feel I have the opportunity to grow into almost anything. I really appreciate the trust and flexibility from management, which has allowed me to explore different areas.
As you can tell, I love learning new things, so it’s hard to say exactly what my next challenge will be. For now, I’m deeply focused on the ongoing standard revision and communications, which are both exciting and impactful. Looking ahead, I’d like to continue deepening my expertise in sustainability—and I’m also very interested in how new technologies, like AI, can support our work.
So, what’s next for me? I guess continuing to grow with UEBT and take on projects that amplify our impact globally. And if history repeats itself, maybe my next challenge will start with cake—because that’s how it all began!
Nelly Debril, Communications and Claims Manager