As business sustainability claims are increasingly scrutinized, companies must be able to back up their claims with accurate, comprehensive, and scientifically-sound data.
This scrutiny is coming both from consumers – one-fifth of Brits have stopped buying a brand because they believed it was greenwashing – and from legislators. In late May, the UK’s Advertising Standards Authority (ASA) said that it would begin taking action against firms who make sustainability claims unless the business can demonstrate that the claims are true. In the EU, the Green Claims Directive is also putting pressure on companies to provide evidence to support their sustainability claims.
