Third-party validation builds consumer trust and consumer confidence.
These days, a lot of businesses will claim they’re all about the environment. Whether discussing sustainable practices or sharing how they’re offsetting waste, this information can pop up on packaging, websites, and even in commercials.
Sustainable practices of all kinds are a wonderful goal for a business to have, but as a purpose-driven consumer, concerned about how the products we buy impact the world around us, it’s okay to want more information.
Making a statement of sustainability is one thing, but without third-party validation, without proof, there’s no checks and balances in place. It’s up to consumers to demand that extra level of proof, and brands to provide it.
Validation backs up claims
Third-party validation is when an independent organization, not affiliated with the manufacturing of your product(s), reviews how your product is made. Through this review process, they independently assess whether your processes meet certain standards. These standards can connect to safety, quality, performance, or environmental impact.
The reason these assessments matter so much is because they’re objective. A third-party organization has no loyalty to a brand. They’re coming in, completely unattached, so can make an unbiased judgment for consumers.
This lack of connection puts more weight on third-party validation. It builds consumer trust and consumer confidence that what a brand says about itself is actually true. It’s the difference between a consumer having the resources to make an informed decision about your product instead of simply hoping what you’re claiming is in fact the truth.
Consumers like to buy products that make a difference
According to PDI’s Business of Sustainability Index from June 2022, 66 percent of Americans are willing to pay more for sustainable products. However these same consumers want to trust that the claims a brand makes are true. Third-party validation helps make that connection.
Not only that, but working with a third-party can even broaden the reach of claims a brand can make. With the right certification, you may now be able to share that your brand complies with specific national or International standards and regulations. This can make you part of a much larger community of brands with a sustainability reputation. It can build your exposure.
Proof of your good work
Brands that take the time to get third-party validation, that have the data to back up their environmental claims, should always show off their good work. It not only enhances the brand’s dedication to this tier of their business, but it catches the eye of consumers.
Seventy-eight percent of Americans, according to the Business of Sustainability Index, are more likely to purchase products that clearly label themselves as environmentally-friendly. This includes highlighting specific steps you’re taking, such as offsetting carbon, water consumption, or plastic. You can find third-party validation that even highlights the renewable energy source you use throughout your supply chain. There’s no shortage of avenues to explore.
Any third-party validation a brand completes should come with a seal of approval. This should then become a visible part of any packaging. Don’t forget to display it on your website and mention it over social media as well. A press release highlighting the achievement is also a great way to get the message out — you take sustainability seriously.
The seal alone adds clarity and confidence to the sustainable efforts of your business. If you’ve got more than one to share, all the better.
What’s behind our seal at IMPACT COLLECTIVE
Featuring the ways in which your brand uses third-party validation to back up sustainability claims solidifies the truth of your statements. It gives consumers the confidence to try your product and continue buying it.
Bottom line, you’re building brand loyalty when you invest in proof.
Our IMPACT COLLECTIVE seals connect to a specific set of standards related to a measurable commitment to sustainability and reducing environmental impact. Third-party validation is a key component to earning our seal. The unit sales, respective offsets, and reductions utilized by each member are reviewed annually by a third-party accounting firm. Once assessed, IMPACT COLLECTIVE awards its seal(s) and members are able to proudly illustrate if they are taking positive action towards a more sustainable future.