M-PACTFUL Brands
We’re making it easier to understand sustainability claims
We know how important it is for you to be able to trust the information we share about our brands and products, especially when it comes to social and environmental issues.
So, we’re working with Provenance, the global platform for validating green claims. Their sustainability expertise and evidence-backed claims mean you can have confidence in the impact of the products you’re buying. Provenance has created a sustainability framework covering over 125 different types of claims and certifications, so you know that any sustainability claims from our brands and products have been independently validated.
So far, more than 50 of our brands have signed up to Provenance, and many others are in the process of validating claims using Provenance.
How does it work?
Brands sign-up to Provenance
They work together to understand what sustainability claims the brand can make, and what evidence is required to meet Provenance’s criteria.
Provenance independently reviews and validates sustainability claims
If a brand meets the requirements to make a sustainability claim, Provenance will update the information available via its software and will include any supporting evidence or certifications to support the claims.
Retailers access this information
Making it easier for customers to understand their brands' sustainability claims.
Brands sign-up to Provenance
They work together to understand what sustainability claims the brand can make, and what evidence is required to meet Provenance’s criteria.
Provenance independently reviews and validates sustainability claims
If a brand meets the requirements to make a sustainability claim, Provenance will update the information available via its software and will include any supporting evidence or certifications to support the claims.
Retailers access this information
Making it easier for customers to understand their brands' sustainability claims.
How can you identify our M-PACTFUL Brands?
It’s easy! When you look at a product, you'll see a new option below the product details (on the right if you're on a desktop, and below in you're on a mobile) which will show if it has a sustainability claim validated by Provenance from their list of 125+ claims.
The claims will appear differently depending on which of the two types it falls into - a verified or evidenced proof point. Evidenced claims require a brand to publish public evidence to support their claim, these appear with a white check mark. A verified claim requires a third party to confirm that the claim is accurate, these appear with a green check mark. Read more about the differences in the FAQ.
How can you identify our M-PACTFUL Brands?
It’s easy! When you look at a product, you'll see a new option below the product details (on the right if you're on a desktop, and below in you're on a mobile) which will show if it has a sustainability claim validated by Provenance from their list of 125+ claims.
The claims will appear differently depending on which of the two types it falls into - a verified or evidenced proof point. Evidenced claims require a brand to publish public evidence to support their claim, these appear with a white check mark. A verified claim requires a third party to confirm that the claim is accurate, these appear with a green check mark. Read more about the differences in the FAQ.