Our Methodology

At the heart of truMRK is a structured methodology designed to assess how sustainability claims are communicated — not just what is said, but how it’s evidenced, presented, and likely to be interpreted.

We combine independent expert review with AI-supported analysis to ensure consistency, objectivity, and clarity across every report. Our assessment process can be broken down into 5 key steps:

1. Claim Identification

We start by mapping your sustainability report section by section, identifying any environmental or ESG-related claims — whether explicit or implied. These may include:

Quantitative claims (e.g. “30% emissions reduction”)
Qualitative assertions (e.g. “We lead in ethical design”)
External references (e.g. third-party certifications or endorsements)

Each claim is categorised by type and materiality.

2. Evidence Assessment

For each claim, we ask:

Is there appropriate supporting evidence?
Is the evidence current, relevant, and verifiable?
Are any third-party sources or certifications credible and appropriate?

Claims without adequate evidence or those relying on vague language are flagged for higher transparency risk.

3. Language and Framing

We assess how claims are worded and positioned, referencing guidance such as:

The CMA Green Claims Code
CAP/ASA environmental advertising standards
ISO 14021 (environmental labelling and declarations)

We look for clarity, proportionate language, and the absence of ambiguity or overstatement.

4. Context and Credibility

We evaluate the wider context in which the report is released, using media monitoring and sentiment analysis to understand how claims might be perceived externally.

This includes:

Identifying omissions or framing that could be misleading
Ensuring the report reflects broader industry expectations
Flagging potential credibility risks

5. Summary Scoring

Each reviewed report receives a concise Transparency Report, including:

A high-level assessment of the report’s claims, language, evidence, and contextual integrity
Commentary on strengths and areas for improvement
A single Transparency Score, based on the following assessment areas:

Assessment Area	What We Consider
Claim Verification	Are claims supported with verifiable, credible evidence?
Language Check	Is the tone clear, proportionate, and responsible?
Context & Credibility	Does the report reflect stakeholder expectations and provide sufficient context?

You can learn more about how the truMRK Transparency Score is calculated here.

The Output

Every completed review is published as a Transparency Report, hosted by truMRK and linked via a digital badge that can be embedded in your report, website, or stakeholder communications.

This gives your audiences — from regulators to investors — a clear view of how your report was assessed and the evidence supporting your claims.