April 22nd marks the 53rd anniversary of Earth Day and this year’s theme is Invest in our Planet
“In 2023 we must come together again in partnership for the planet. Businesses, governments, and civil society are equally responsible for taking action against the climate crisis and lighting the spark to accelerate change towards a green, prosperous, and equitable future. We must join together in our fight for the green revolution, and for the health of future generations. The time is now to Invest In Our Planet,” Kathleen Rogers, President of EARTHDAY.ORG.
To support Invest In Our Planet, we must empower shoppers to buy products which have a more positive impact. Based on the findings in Provenance’s most recent research report (Figure 3), nature and animal welfare and waste are the two most important environmental issues for beauty shoppers. These issues align with the Proof Points brands are using across their e-commerce channels.
However, there is an evident shortfall in Proof Points used by brands to communicate about climate change impact which is increasingly gaining consumer attention.
Ahead of Earth Day, ensure that your environmental claims are strongly communicated where it matters most. How? Here is our checklist:
- Select the claims that align with your brand’s priorities in the Provenance Framework
- Review the evidence requirements across each Proof Point. Below are some helpful resources:
- Set up your Proof Points on the platform by following these steps
- Add new products to your Proof Points with these steps
- Track the status of your Proof Point submissions
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- N.B. the integrity review process takes between 5-7 working days once a Proof Point has been submitted
What next?
Check out our marketing activation hub to help you communicate about your Proof Points to shoppers.