We met up recently with Charlie Martin, the founder of truMRK, which in the light of trending Green-Washing and Green-Hushing concerns, provides a method for reviewing sustainability reporting.
So what is truMRK?
It's an independent verification for credible sustainability communications which helps organisations to communicate with confidence, clarity, and integrity.
Why Is this important now?
Sustainability and social claims face growing scrutiny -Regulators, media, NGOs, and litigators actively challenge language and they want evidence, balance, and transparency.
What is the real problem here?
Interpretation of reports can be ill-founded. Sustainability claims can imply more than intended and seem to lack evidence and more often than not reports and campaigns are read critically, not generously!
So how do you work?
We focus on what is said, what is implied, and how it may be challenged.
We go into organisations and review their reports and communications. We then substantiate their claims by assessing whether they're supported by appropriate, relevant, and accessible evidence. Sometimes the use of language and how wording, framing, and emphasis may influence interpretation or imply more than intended!
Context and balance is also crucial - Whether claims are presented with sufficient explanation, limitations, and proportionality to avoid misinterpretation. We also assess credibility and risk -how communications may be perceived, challenged, or scrutinised by regulators, media, or other stakeholders
How is this conveyed post- research?
We issue a truMRK Transparency Report and Verified Badge, with the option to share it publicly.
If you had to summarise what truMRK is, in a nutshell:
"truMRK reviews your sustainability reporting and communications for clarity, evidence and risk, so your claims stand up to scrutiny and your messaging works across the business, not just for compliance. It's Independent and third-party"
Thank you Charlie and good luck with truMRK!
(Header Image: courtesy of The Anti-Greenwash Charter)
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