What the Project Is
Provenance helps CPG brands and retailers de-risk, validate and leverage sustainability claims within the customer journey. At its core, the platform ensures claims are accurate, unambiguous and substantiated, with evidence available at the point of sale. Designed with modern sustainability challenges in mind, the system uses its robust framework and anti-greenwashing software to offer an honest, open approach to validating social and environmental impact claims. This tech-driven solution is built on a foundation of transparency and traceability, seamlessly incorporating blockchain for tracking purposes while reinforcing that every data point is precisely where it needs to be for a sustainable future.
Main Benefit: Trustworthy Data that Empowers Action
Key figures and facts highlight the impressive impact of Provenance:
- 79% of customers have difficulty trusting brands’ sustainability claims.
- 93% of consumers surveyed say Provenance helps them shop more sustainably.
- 1.6M consumers use Provenance every month, making it a preferred tool for honest sustainability tracking.
- Nearly half (44%) of partner brands are at an early stage in their sustainability journey, with three or fewer Proof Points.
- Each Proof Point from the Provenance Framework receives over 1.6 million impressions per month globally.
Cutting Through Greenwash with Authentic Data
More than ever, consumers need an ally to cut through the greenwash. Provenance steps in by empowering customers with validated data, allowing them to make choices that are both sustainable and informed. The platform, using a comprehensive index of 125+ social and environmental impact claims and certifications, paves the way for brands and retailers to be upfront about what they offer. This dynamic strategy not only validates claims in real-time but also aligns with rapidly-changing ESG standards—all while keeping the language of sustainability accessible and clear. It’s like having a conversation with a trusted advisor… one that never shies away from the facts.
User-friendly Sustainability Integration
Provenance is designed for seamless integration across multiple retailer channels. Multi-brand retailers benefit from eliminating the hassle of consolidating and validating each brand’s claims because the platform integrates sustainability data directly into standard systems like PIM/PLM. Brands can easily publish and update their claims across their own website and various retailers from one central place, ensuring consistency and transparency. This approach creates a more fluid experience, akin to updating your favorite social media profile – simple, engaging, and always in sync.
Staying Ahead with Transparent Verification
The platform continuously updates its Framework in line with evolving ESG terminology and compliance standards. Under the guidance of an independent Integrity Council made up of field experts, the verification process remains both flexible and robust. Brands, whether just starting out or already established, are encouraged not to wait for perfection but to start showcasing their progress. This proactive methodology ensures that sustainability claims remain current and reliable, building trust with both customers and regulatory bodies. With this forward-thinking approach, tracking and documenting every sustainability effort becomes a straightforward, ongoing process.
Project Impact: Driving Sustainability Forward
- SDG 12 – Responsible Consumption and Production
- SDG 13 – Climate Action
- SDG 7 – Affordable and Clean Energy
- SDG 9 – Industry, Innovation and Infrastructure
- SDG 11 – Sustainable Cities and Communities
Empowering Consumers and Building Trust
Provenance not only validates brand claims but also brings transparency and traceability to the forefront of the consumer experience. More values-led shoppers get discovered by appearing in retail partners’ sustainable search filters and edits, while brands also benefit from a dedicated profile on a shopper directory that highlights their positive impact. This collaborative ecosystem nurtures trust, encourages sustainable consumer behaviors, and fosters an open dialogue between brands and their audience. The combination of tech, platform, and blockchain innovation drives a wave of digital transformation across supply chains, making it easier for everyone involved to track progress and share meaningful impact.
