New App Takes Sustainability Transparency to the Next Level

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By Published On: May 17, 20240 Comments have launched an app that helps shoppers make informed choices about the products they’re buying.

The app, dubbed the “digital destination for sustainability information” is called Tracker, and it enables shoppers to scan product barcodes in supermarkets, chemists, or department stores to find out more about its environmental certifications, lifecycle breakdowns and best recycling practices.

“We know that consumers want to know more about the brands they buy from – not just the brand’s story, but its values and what it’s working towards,” said Founder and CEO Kiarne Treacy. “Having access to a brand’s sustainability information can be a deciding factor in whether or not consumers even purchase a product.”

According to recent Power Retail data, customer loyalty is majorly influenced by how sustainable and ethical a retailer’s practices are. Fifty-one percent of customers would shop again from a retailer with sustainable or ethical practices, and forty-seven percent of customers prefer to shop with retailers that are open about their sustainability practices. 

The app aims to takes the ambiguity out of certifications and accreditations by breaking down their meaning and providing clarity to consumers says Kiarne. 

“We’re mainstreaming the sustainability conversation,” said Kiarne. “Rather than staying silent out of fear, we want brands to communicate their efforts openly, no matter where they’re at.”

Brands on the platform sign up and self-report their sustainability roadmap and credentials with clear records and supporting evidence.

“We don’t rank, rate or score members on their commitments. We provide the platform and tools for businesses to share sustainability information transparently and in line with regulator recommendations,” Kiarne said.

The Tracker app uses AI solutions to source the best available public data, and also includes its own editing tool that identifies potentially misleading phrases and guides brands to be clearer, more accurate and transparent.

Brands who sign up have the ability to manage their data and substantiate their social and governance claims with tools that help manage detailed information, documentation and third-party certifications.

John West, Who Gives A Crap, BabyLove, Bared Footwear and Volvo Cars Australia are among the brands who have already signed up. 

“It’s extremely hard for consumers to go to every brand’s website to find out what their sustainability commitments are. We’re calling on brands to do the right thing by consumers and help make it easier,” says Kiarne. 

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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