A new centralised resource for sustainability information has been launched. SustainabilityTracker’s first-of-its-kind mobile app will verify the sustainability information of various brands and products in the market. The announcement of the launch is timely, given the fact that today is World Environment Day.
The Tracker app provides sustainability data, including environmental certifications, lifecycle breakdowns and best recycling practices, in a centralised system, which shoppers can access by simply scanning the barcode of an item in a supermarket, department store, or other retail establishments. The information is provided in an easy-to-understand format, helping shoppers make informed choices about the brands and products they support.
SustainabilityTracker’s Founder and CEO Kiarne Treacy hopes that the app’s launch will encourage businesses to “just say something” about their sustainability practices.
“We know that consumers want to know more about the brands they buy from – not just the brand’s story, but its values and what it’s working towards,” Treacy said. “Having access to a brand’s sustainability information can be a deciding factor in whether or not consumers even purchase a product.”
A 2023 study from McKinsey and NielsenIQ showed a clear link between environmental, social and governance (ESG) claims and consumer purchasing behaviour. It noted that “products that made ESG-related claims grew faster than those that didn’t” and “account[ed] for nearly half of all retail sales”.
SustainabilityTracker says that the app will give businesses a chance to communicate their environmental efforts, no matter how big or small these efforts are, to consumers without the greenwashing.
“We’re mainstreaming the sustainability conversation,” Treacy said. “Rather than staying silent out of fear, we want brands to communicate their efforts openly, no matter where they’re at.”
Brands on the platform that sign up for the app must self-report their sustainability roadmap and credentials with clear records and supporting evidence. Already, brands such John West, Who Gives A Crap, BabyLove, Bared Footwear, and Volvo Cars Australia have taken the initiative to be part of the app.
For businesses yet to join the movement, the Tracker app uses AI solutions to source the best available public data so that consumers will still have access to some information about their favourite brands.
“We don’t rank, rate or score members on their commitments,” Treacy explained. “We provide the platform and tools for businesses to share sustainability information transparently and in line with regulator recommendations.”
In addition to environmental sustainability information, the Tracker app allows businesses to substantiate their social and governance claims with tools that help manage detailed information, documentation and third-party certifications.
The platform also has its own editing tool that identifies potentially misleading phrases and guides brands to be clearer, more accurate and transparent, in line with the Australian Competition and Consumer Commission’s Making environmental claims guide for businesses.
Treacy has extended the invitew for more businesses to join the movement and “get on track and showcase your efforts”.
“It’s extremely hard for consumers to go to every brand’s website to find out what their sustainability commitments are,” she said. We’re calling on brands to do the right thing by consumers and help make it easier.”
