Our Methodology

We begin with a detailed, section by section review of the sustainability report or communication.

Rather than isolating individual sentences, we assess the document holistically, identifying:

• Environmental and ESG related claims

• Statements of intent and ambition

• Quantitative disclosures

• References to certifications, standards and third party frameworks

This ensures both explicit and implied claims are considered within their full narrative context.

We assess whether claims are supported by credible, proportionate evidence.

This includes examining:

• The presence and quality of supporting data

• Use of recognised standards or certifications

• Clarity of baselines, timeframes and methodologies

• Consistency in reported figures

We assess the strength of disclosure, not the organisation’s underlying sustainability performance.

We evaluate how claims are expressed, referencing relevant regulatory and best practice guidance, including:

• The CMA Green Claims Code

• ASA and CAP environmental advertising standards

• Relevant international guidance where appropriate

We look for:

• Clarity and proportionality

• Avoidance of vague or absolute claims

• Balanced presentation of achievements and limitations

• Partial disclosure or selective emphasis

The aim is to minimise greenwashing risk while strengthening responsible communication.

Beyond individual claims, we assess whether the report provides sufficient context for stakeholders to form a fair view.

This includes reviewing:

• Treatment of material sustainability issues

• Alignment between ambition, strategy and performance

• Disclosure of challenges and limitations

• Coherence of the overall sustainability narrative

We consider whether important issues are addressed transparently and proportionately, in line with stakeholder expectations and sector norms.

Every review results in a formal truMRK Transparency Report.

The report provides:

• A structured summary of findings
• Commentary on strengths and areas for improvement
• Scores across three assessment areas

Each area is scored using a five point scale. The scores reflect the quality of communication and disclosure, not sustainability performance itself.

You can learn more about how the truMRK’s scores are calculated here.

Every completed review results in a formal Transparency Report.

Organisations may choose to publish the report and display the truMRK Verified badge, which links to the hosted Transparency Report, or retain it as an internal benchmarking tool to guide continuous improvement.

The Transparency Report provides stakeholders, from regulators to investors, with a clear, independent view of how sustainability communications have been assessed across evidence, language and contextual integrity.