Consumers want to believe
Brands spend millions of dollars marketing themselves, telling grand stories about all the good they do in the world, yet so often, they’re called out for greenwashing when the reality is shown to be dramatically different. Consumers want to believe that brands are doing what they say. They want to use their purchasing power to reward those brands that are walking the talk, that genuinely make a difference in people’s lives and for the planet, but they’ve become both cynical and scared of spending their money in a shop or on a product that they later find out doesn’t stack up to the sustainability marketing hype. How can they know if what the brands claim is actually true? Were those trees really planted? Did they survive? Are farmers being paid a fair price for their work? Is the forest being conserved? Did the farmers farm regeneratively?
We’re creating a new system that enables brands to verify exactly what they’re doing out there in the world and deliver trusted and transparent proof of those actions to consumers.
To reasure consumers, brands have come to rely on certification, but it’s a deeply flawed, broken system dogged by conflicts of interest and, in some cases, just plain corruption. We don't want to fix it. We want to replace it with something new, something better, something that is not conflicted, that brings radical transparency to the verification process, and that evolves as new lessons emerge from field practice. Something that truly makes an impact. We’re going to create a new system that enables brands to verify exactly what they’re doing out there in the world and deliver trusted and transparent proof of those actions to consumers.
Earthtrust is building a radically transparent verification network
We are building a globally dispersed, radically transparent verification network. We are investigating blockchain-integration into this system, but it currently acts as a simple digital solution. Brands don’t like transparency, but their customers are demanding it, sick and tired of hearing one thing and seeing another that is a total disconnect. We are building a verification system for brands that have nothing to hide, that want to show their good work as well as their challenges, that want to build trust throughout their supply chain, all the way to the consumers who use their products and services. Certification has its place in this system, but it's only one small element and in time, it will become less and less helpful as its failures are exposed in this new, radically transparent world.
Looking for the boldest and bravest companies
We are looking for the open, the honest, the truthful. The brands prepared to share their story in the most open, transparent way there’s ever been. Sounds scary? There will be no future without transparency. Your new GenZ customers demand this of you.
Let’s get started. Contact us today to learn more.