Compare Ethics

Introducing 🥁… the Green Claims Data Standard v1*! We are incredibly excited to share this first-of-its-kind resource designed to help brands ensure their green claims are clear and compliant. Using insights from 24 MAJOR industry players—including Tesco, John Lewis & Partners, and New Look—we have produced the industry’s very first Data Standard. This standard recommends the specific data that can be used to back up four of the most common green claims that brands want to make: 🧵 Green content claims 💧 Resource-saving claims 💪 Durability claims ⭕️ Circularity claims And it’s absolutely free to download 👉 https://lnkd.in/eD2D7N5v ________ *Sustainability regulations are constantly evolving, so we will continue honing this Data Standard through continuous consultation with brands, regulators, and peers. If you want to be the first to know of any updates, are keen to submit any feedback or suggestions, or want to be part of the next version, let us know here: https://lnkd.in/efTnEXDd #greenclaims #greenwashing #sustainability #greenclaimscode

🚨 SUSTAINABILITY REGULATION ALERT 🚨 The Green Claims Directive is a HUGE piece of EU legislation that will affect THOUSANDS of businesses in multiple sectors. Here are the top-line details 👇 👉 𝗪𝗵𝗮𝘁? Key piece of environmental legislation in the EU Green Deal. 👉 𝗪𝗵𝘆? Ensure that all environmental claims are clear and substantiated. 👉 𝗪𝗵𝗼 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗮𝗳𝗳𝗲𝗰𝘁? Any business making green claims about the products/services they're selling in EU. 👉 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗺𝗮𝗶𝗻 𝗮𝗿𝗲𝗮𝘀 𝗼𝗳 𝗳𝗼𝗰𝘂𝘀? Substantiation and verification of claims; Clarity and specificity of language; Avoidance of misleading practices; Regulation of labelling schemes; Cooperation with authorities; Restrictions on carbon offsets; Rules around product comparison and improvement claims. 👉 𝗪𝗵𝗲𝗻 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗰𝗼𝗺𝗲 𝗶𝗻𝘁𝗼 𝗲𝗳𝗳𝗲𝗰𝘁? The European Council has agreed an approach which forms the basis for negotiations with European Parliament on the final shape of the Directive. Negotiations are expected to begin in new legislative cycle. 👉 𝗪𝗵𝗮𝘁 𝗶𝗳 𝘄𝗲 𝗱𝗼𝗻’𝘁 𝗰𝗼𝗺𝗽𝗹𝘆? Non-compliance may results in fines of up to 4% of a company's annual turnover in EU Member States. _____ 📌 To get a more detailed version of this guide: 1. Follow Abbie Morris ➕ 2. Repost to your network ♻️ 3. Sign up to my newsletter 📧 (link on my profile)

Anyone else fed up with all the doom and gloom around AI? There are LOADS of ways AI can help protect our planet. For example: → 🌊 𝗥𝗲𝘀𝘁𝗼𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗼𝗰𝗲𝗮𝗻: Stream Ocean deploys AI and machine learning for real-time monitoring of marine biodiversity through underwater video cameras. Restoration can improve quicker via accessing better quality health metrics. → 🔥 𝗗𝗲𝘁𝗲𝗰𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗽𝗿𝗲𝘃𝗲𝗻𝘁𝗶𝗻𝗴 𝘄��𝗹𝗱𝗳𝗶𝗿𝗲𝘀: Pano AI is leveraging AI to quickly mitigate wildfire threats. Early detection means quicker response times and potentially saving thousands of acres of forest. → 🟢 𝗦𝗮𝘆𝗶𝗻𝗴 𝗴𝗼𝗼𝗱𝗯𝘆𝗲 𝘁𝗼 𝗴𝗿𝗲𝗲𝗻𝘄𝗮𝘀𝗵𝗶𝗻𝗴: Compare Ethics is using AI to ensure that retail brands only make compliant environmental claims, helping their customers make more informed decisions about the impact of the products they're buying. Let’s not kid ourselves: AI itself carries an environmental cost that needs to be addressed and reduced. ☠️ But let’s not get caught up with the negative headlines alone. The tech to solve our biggest problems is just getting started or not even here yet. What AI have you seen that is making the world a better place? _____ ➕ Follow Abbie Morris for posts about sustainability, policy, and startups. 📧 Drop me a DM if you want to learn more about tackling the mountain of sustainability regulation facing the retail industry.

Just LOOK at all those verified green claims Reiss now has on Bloomingdale's 😊 Multi-brand retailers like Selfridges, FARFETCH, and Brown Thomas are all setting ambitious sustainability targets for their suppliers. Here's why verifying your green claims 𝙞𝙣 𝙖 𝙨𝙘𝙖𝙡𝙖𝙗𝙡𝙚 𝙬𝙖𝙮 (i.e. by automating it) is crucial to securing those wholesale partnerships: 1/ 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆: Prove that your sustainability efforts are authentic, not just marketing fluff. 2/ 𝗖𝗼𝗺𝗽𝗹𝗶𝗮𝗻𝗰𝗲: Meet the growing regulatory requirements effortlessly. 3/ 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: Massively reduce the reporting burden on your team (once claims are verified, you can share that same data for future requests from other retailers). 4/ 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗘𝗱𝗴𝗲: Stand out in a market where genuine sustainability is a key differentiator. 5/ 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗧𝗿𝘂𝘀𝘁: Build loyalty by showing customers you walk the talk. 6/ 𝗟𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗩𝗶𝗮𝗯𝗶𝗹𝗶𝘁𝘆: Align with industry trends that are here to stay. 🤝 Being able to easily show that your green claims are legit will be essential if you want to secure those wholesale partnerships going forward. What steps is your company taking to verify its green claims? Share your thoughts below. _____ ➕ Follow Abbie Morris for posts about sustainability, policy, and startups. 📧 Drop me a DM if you want to learn more about tackling the mountain of sustainability regulation facing the retail industry.

8 Words That Put Your Brand at Risk of Greenwashing 🛑 If you're serious about genuine sustainability, avoid these buzzwords: 1. Eco-friendly ↳ Vague and hard to back up ↳ Instead, specify and create definitions of the actual environmental impact or saving. 2. Sustainable ↳ Everyone's claiming it, few are proving it. ↳ Share specific data and evidence of what makes a product sustainable. 3. Responsible ↳ Says who? For what? ↳ Clear definitions with third-party verifications and certifications speak much louder. 4. Planet-friendly ↳ What does this really mean? ↳ Describe the exact features making your product or brand have less of an impact. 5. Green/Greener ↳ Easily slapped on without substantial backing. ↳ Again! Be. More. Specific. 6. Conscious ↳ Conscious of what exactly? ↳ Get rid. Replace with tangible information about the sustainability measures you're taking. 7. Ethical ↳ Whose ethics are you following? ↳ Highlight the standards and certifications you're adhering to instead. 8. Clean ↳ Clean how? What does "clean" even mean? ↳ This is far too broad, and doesn't give any valuable information to the consumer. Used in isolation, these terms are all super hard to substantiate, and put your brand at risk of greenwashing. Greenwashing destroys trust, and can come with huge financial and legal consequences. Be specific, be transparent, be credible. Which word do you see misused the most? Any others you'd add to the list? Share your thoughts below ⬇️ _____ ➕ Follow Abbie Morris for posts about sustainability, policy, and startups. 📧 Drop me a DM if you want to learn more about tackling the mountain of sustainability regulation facing the retail industry.

Super excited to share that Compare Ethics has secured a £268k Innovate UK Smart Grant! 💥 🎉 The success rate is just 𝟰.𝟯%, making it exceptionally competitive – so I'm super proud of what the team has achieved 🙌 Very excited to put this grant to good use, revolutionising the way brands make and communicate sustainability claims 🍃 #sustainability #greenwashing #innovation #ai

📣 RETAIL BRANDS: new greenwashing regulations on your mind? Here’s how to find out if you’re at risk in just 48 hours! 👇 🩺 Our new Green Claims Pulse Check is designed to help you quickly understand where your green claims compliance gaps are (AND how to resolve them). And the process is super simple. 🫵 You share the green claims you have questions about with us. 🗓 Then, within two working days, we’ll provide you with: • a Green Claims Compliance Score • a report showing any compliance gaps (and how to resolve them) • a 45-min consultation with a compliance expert to discuss your strategy 💴 Non-compliance in the UK could soon mean fines up to 10% of your global revenue, and up to 4% of annual turnover in the EU. Doing a Pulse Check will ensure you’re not caught off-guard. Interested? Check out the details around how to get started at the link in comments 👇 #sustainability #compliance #greenwashing

With anti-greenwashing regs on the rise, I’m seeing many brands take one of two paths. Only one makes sense for both planet AND profit. Which camp are you in? 👇 1. 🔍 You’re reviewing your processes to ensure any green claims you make are fully compliant (shout out to the likes of Reiss, New Look, and Reformation here) OR 🛑 You’re stopping making green claims altogether because you’re not willing to take on the risk of getting it wrong (The third camp is burying their head in the sand – but that’s an issue for another post). I understand why the second option might seem like the safer path. The consequences of non-compliance are major (the CMA will soon be able to issue fines of up to 10% of global revenue in the UK). 🚨 But this decision carries significant repercussions, both environmentally AND financially. And what many senior leaders don’t realise is that it IS possible to forge ahead with sustainability initiatives...WITHOUT taking on the potential financial and legal risk. We talk through the matter in more detail in Compare Ethics' latest post (link in comments). 🤔 What do you think? How can we ensure that anti-greenwashing regulations don’t cause a rise in greenhushing? #greenwashing #sustainability #greenhushing

👋 This is your friendly reminder to sign up to next Thursday’s Green Claims Data Standard webinar! In it, our CEO Abbie Morris will be discussing what data brands need to have in order to make fully compliant green claims. Don’t forget: updates to consumer protection law in multiple markets (including the UK and the EU 🇬🇧 🇪🇺!) require all green claims to be robust, specific, and substantiated. Failure to do so can put you at risk of legal action, hefty fines, reputational damage, and more—even if you have the best intentions. Make sure your sustainability efforts don’t go to waste; get clued up today👇 https://lnkd.in/eEx7jssR

Want to make green claims as a business, but worried about the risks of getting it wrong? 😬 This webinar is for you 👇 Join us as our CEO Abbie Morris talks through our brand new Green Claims Data Standard—the first public resource to outline what data is needed to back up your environmental claims and ensure you’re not greenwashing 🚩 📅 Thurs 20th Jun 🕐 1pm-2pm Reserve your spot here 👉 https://lnkd.in/eEx7jssR #greenwashing #greenclaims #sustainabilitycompliance