What this is
Stress testing sustainability language before it is published. The single most valuable service here is telling you which claims will not survive a journalist reading the appendix.
What you get
Where it sits
Claims that hold up when a journalist reads the appendix.
Frequently asked
Only with a defined scope, a stated methodology and disclosed offset quality. Unqualified, it is among the most challenged claims in the market.
Advertising standards action, consumer protection exposure for consumer categories, and increasing regulatory attention. Reputational cost usually exceeds the formal penalty.
Silence is safer than a false claim and weaker than an evidenced one. Where the programme is real, say it precisely.
Overstated environmental language now attracts regulator attention, advertising standards complaints, activist challenge and media investigation. The risk sits in the wording, not the intent.
For each environmental statement: what evidence supports it, at what confidence, and who would defend it. Claims without that file get rewritten or removed.
We put claims through the questions a hostile journalist or campaigner would ask. Most fail on scope, baseline or timeframe.
Also in ESG & Sustainability
Start here