Oxford-based Earthmark has launched a directory displaying environmental performance data for thousands of UK and global businesses to help combat ‘geenwashing’.

The platform collects and aggregates data from publicly available sources of information and credible third parties such as SBTi and B Corp, analyses this information to generate environmental performance scores for more than 25,000 brands globally, and awards each a score from zero to five.

A score of one represents an organisation at the start of its climate journey, while five denotes industry-leading environmental performance. Businesses can then display their Earthmark score across websites, marketing materials and in-store experiences.

Free to use, the directory compares what companies publicly disclose about their environmental performance, the action they are taking to address their climate impact, and how they perform versus competitors.

CEO Jack Linnett said: “Reporting mandates are on the rise but there’s almost too much information for brands to use effectively in their marketing. Media scepticism means brands feel confused about what they should highlight publicly and shoppers end up none the wiser.”

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