Amid a landscape of greenwashing, regulators have taken a stand. Compare Ethics is the AI powered platform that enables businesses to manage, verify and communicate their green claims at scale. Through our verification technology, we assess the green claims made by brands and retailers. So that businesses can make claims with confidence. At the core of Compare Ethics, we substantiate environmental claims. This algorithm is based on over 10 years of research and a project with support from Imperial College London with feedback from regulators. Through our next phase, we want to make this even more powerful for businesses: by focusing on working with Enterprise retail businesses by providing compliance with anti-greenwashing regulations at a reduced cost and more productive output. This is achieved via our machine learning verification technology that ensures compliance and enables them to communicate their impact accurately using scientifically verified impacts. Through this project, in particular, our focus will be to scale our product to national level through increasing our technology automation (allowing us to verify more products quickly) and working increasingly with large-scale retailers: providing the missing in-house sustainability and compliance expertise to scale sustainable product ranges. This will allow compare ethics to increase their impact and promote more sustainable practices on a larger scale whilst reducing risk of non-compliance. Through this project and the high-level of data we collect, we want to share this valuable data and findings to not only help brands better work towards a more positive, circular supply chain but use as a tool to campaign and make positive legislative change in the UK.

Abbie Morris is a sustainability and policy expert. Previously Abbie has led global teams in solving complex policy challenges, including leading a Presidential campaign in West Africa. Now as Co-Founder and CEO of Compare Ethics, a start-up committed to using technology to solve challenges - Abbie has a unique insight on the socio-economic impact of investing in sustainability at scale, combatting greenwashing and building trust between consumers and businesses. Amid a landscape of purpose- and green-washing, only 10% of consumers trust the sustainability claims made by brands. Compare Ethics is the platform that verifies how sustainable and ethical products are and makes it very easy to find these products. Through our verification technology, we assess the claims made by brands and retailers on an individual product level - so that you have more transparency and can truly shop with confidence. Through our next phase of Compare Ethics, we want to make this even clearer - focusing on working with brands and retailers to fully showcase their positive impact through our new flagship Impact Widget and Impact Product Reporting. For example, we found purchasing the Ballerina Combi swimsuit from Aima Dora (a brand we work with) saves the equivalent of 6.8 km of driving emissions in its manufacturing process compared to industry standards and uses 13.9 plastic bottles recovered from the ocean. We also want to collect and share this valuable data and findings to not only help brands better work towards a more positive, circular supply chain but use as a tool to campaign and make real legislative change in the UK.