While business imperatives for making sustainability claims are clear, being able to prove them has become a stumbling block for the industry
to uncover deceptive environmental and sustainability marketing claims.
“Wrong data is worse than no data,” says Tonje Drevland, the head of the Norwegian Consumer Authority’s supervisory department. “You have to know that what you’re saying is correct. You have to have facts supporting what you’re saying.” However Jeremy Lardeau, the VP of the Higg Index raised concerns. “Is it practical and feasible to implement the NCA guidance on every product in this industry to calculate a product footprint? Not really. Right? It goes back to the complexity of the supply chain, and the availability of data.”
Bédat believes data would be improved if there was an onus on companies to report on what was happening in their own supply chains. “Companies are not required to do this work … and that dynamic needs to shift in order to improve the tools.”
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