ATTENTION! We Need To Talk About How We Talk About Sustainability & Equality.

This story is not about the importance of sustainability and equality. Hopefully, you have already figured that out. Instead, we would like to talk about how most companies, markets and legislators haven’t figured out how to talk about it and how it deprives consumers from taking action.

A sign next to our office.

Realizing that we got a big communication problem

When one of our founders stumbled across a sign from a company claiming to be 80% sustainable, he had a spark of realization: Companies and markets are way too vague about what they do regarding sustainability and equality. This was not a new insight, due to continuously being bombarded with greenwashing, but a mere tipping point blatantly exposing a need for action.

The Corporate Fluff

Not walking the talk.

Green Hushing

Not talking the walk.

Sustainability reports: Information easily lost in translation

When the two worlds collide

Both Corporate Fluff and Green Hushing are damaging, but the co-existence of them in a similar landscape is what makes things spiral out of control. It gets close to impossible to quickly be able to distinguish between faulty fluff and the real stuff. To unveil and compare what companies are doing and not doing approach the impossible for the individual to achieve.

This leads to people buying, investing in, and picking brands, products and services that don’t match with their values every single day.

Meanwhile, we got a bit of a revolution…

A never seen before demand.

We’re witnessing the first ever generation where the vast majority want to shop, invest, and pick their employer based on sustainability and equality.

One of the easiest ways for individuals to make an impact is to pick A over B. Almost every day you’re bound to pick brands, products and services. Everyone should get a chance to make informed choices that correspond to their values.

And a major problem

Making informed choices turn out to be very difficult. Today’s corporate sustainability reporting, mixed with vivid but vague marketing, leave the consumer with a mere gut feeling for what brands and corporations stand for. The inertia for the individual to get up to speed is tremendous. Even renowned B2C brands have their sustainability walk paved out in enormous PDF reports; illegible and inaccessible for today’s mobile-first users.

There is a large gap between the vast majority of consumers that want to make sustainable choices and the minority that actually make such choices.

Choices towards sustainability are also choices creating long-term benefits for society, which is difficult for the individual to fully comprehend and where there also is a lack of economic incentives for the individual to act. Upcoming legislation, such as the EU’s Taxonomy framework, will on the one hand improve availability to sustainability data but on the other hand, the means to reach and spread this information to non-institutional stakeholders (meaning all of us; consumers and citizens) still remain unsolved.

Our mission is to solve this

Our reason for being is to help and simplify for consumers to make sustainable choices throughout their lives.

A computer whiz, behavioral scientist and a lawyer — The Bridge Between Corporate Fluff and a Generation with an 8 Second Attention Span.

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