Many businesses have started taking steps to reduce their environmental impact in recent years, but they’re often reluctant to share their sustainability story for fear of being accused of greenwashing. A new website aims to change that. Sustainable Choice is a digital platform where businesses can create a profile and share their sustainability targets, product information, certificates, accreditations and responsible disposal tips with the public. “We see ourselves as the Linke
the LinkedIn of sustainability,” the platform’s founder and CEO Kiarne Treacy told Inside Retail.
Solving the information gap
Treacy came up with the idea for Sustainable Choice two years ago. At the time, she was running her own marketing agency advising purpose-driven brands and saw a gap in the market for an online platform where businesses could share everything they were doing to reduce their environmental impact.
“There is so much complex information out there about what sustainability means. It means different things to different businesses. You can’t fit it all on a small label,” she said.
She also realised that a lack of information was preventing many consumers from buying sustainable products.
“There are hundreds of reports that say people are keen to do better but don’t understand where to start or what the different claims mean,” she said.
Because Sustainable Choice acts a central hub, consumes can easily compare what different businesses are doing, and ultimately make more informed decisions.
“The premise is really about empowering consumer choice when it comes to environmental sustainability,” she said.
How it works
Businesses can sign up to Sustainable Choice in a matter of minutes and create and update their profile using Wikipedia-like editing functionality. This is especially handy for FMCG brands, which may not have a website where they can compile all their sustainability activities.
“It’s almost like a sustainability microsite,” Treacy said.
The biggest hurdle for most businesses is signing the legally binding transparency agreement. This requires them to provide accurate and up-to-date information and allow Sustainable Choice to audit any supporting documents they submit.
“Not everyone is ready to be this honest and transparent,” Treacy said.
Businesses must also pay an annual membership fee starting from $1900. Treacy said she chose not to charge users on a cost-per-click basis in order to keep the platform independent.
“It’s not a marketing website,” she said. “I know I could turn this into a lead generating marketplace tomorrow, but I don’t believe it would be doing the right thing by the customer.”
Since launching two months ago, Sustainable Choice already has 45 verified members, including Snooze, Zero Co, Yarra Trail, Ecosa, Bared Footwear and KFC.
Treacy plans to commence a capital raise within the next six months.
Taking a stand against greenwashing
While the platform doesn’t vet businesses’ claims before they’re posted, if it discovers they’re inaccurate, it will take them down.
“Our entire existence is to decode the marketing jargon that is greenwashing,” Treacy said.
She admits this is easier said than done. One product might be better for the oceans, while another is longer lasting. Which one is more sustainable?
“There’s no silver bullet,” Treacy said.
But she believes strongly in providing as much detailed information to consumers as possible and letting them make their own decisions.
“Don’t just say that you’re environmentally friendly or net zero, say what accreditations you have to confirm that information,” she said.