OUR METHODOLOGY
How we assess sustainability communications
A structured, independent review of what organisations claim, the evidence they provide and the context in which their communications are presented.
OUR APPROACH
Our methodology examines sustainability reports, campaigns and other communications through four stages. We assess the quality of the communication and its supporting disclosure, not an organisation’s overall sustainability performance.
Structured content review
We review the content as a whole, rather than assessing individual statements in isolation. This helps us identify explicit and implied claims in their full context.
- Environmental, social and governance claims
- Statements of intent, commitments and ambition
- Quantitative disclosures and performance figures
- References to certifications, standards and external frameworks
Claims and substantiation
We examine whether claims are supported by credible, proportionate and accessible evidence, including relevant independent third-party verification.
- Quality and relevance of supporting data
- Use of recognised standards, certifications and independent third-party verification, where relevant
- Clarity of baselines, timeframes, assumptions and methods
- Consistency between claims and reported figures
Our findings concern the strength of substantiation presented, rather than independent measurement of the organisation’s underlying impacts.
Language and presentation
We consider whether claims are clear, proportionate and unlikely to create a misleading impression. Where relevant, we refer to guidance such as the CMA Green Claims Code and the ASA/CAP rules.
- Vague, broad or absolute wording
- Presentation of achievements alongside limitations
- Selective emphasis or potentially misleading omissions
- Consistency between headlines, visuals and supporting information
Context and credibility
We look beyond individual claims to consider whether the content gives stakeholders enough information to form a fair view.
- Coverage of material sustainability issues
- Alignment between ambition, strategy and reported progress
- Disclosure of challenges, trade-offs and limitations
- Coherence and balance of the overall narrative
Findings, scores and Transparency Report
Our review examines three areas: Claims, Language and Context. Each receives a score from 1–100, supported by detailed findings that identify strengths and areas for improvement.
Organisations can use these findings to revise their communications and submit updated content for reassessment.
When content scores at least 60/100 in each of the three areas, organisations may publish a truMRK Transparency Report and display the truMRK mark, linking stakeholders to the findings.
The scores reflect the communications reviewed, not the organisation’s overall sustainability performance.