Let’s be honest–the market is flooded with products claiming to be ‘eco-friendly.’ You’ll see leaves on packaging, ‘sustainable’ labels, and brands talking a big game about protecting the planet. And that’s fantastic–it shows a real and growing desire for sustainability amongst consumers. But here’s the thing we need to acknowledge: it’s also true that a lot of these claims aren’t always entirely truthful. Globally, 52% of people report seeing or hearing false or misleading information about brands’ sustainable actions, a statistic that underscores the scale of this pervasive issue. We know this can be overwhelming and confusing for people genuinely trying to make positive choices. We’re committed to being open about the journey, and we recognize that not every product or brand is perfectly aligned with our values–that’s why we’re working to be honest about our processes and the challenges we face.