Provenance, the platform that validates and amplifies sustainability credentials, this week launched Sustainability Navigator. The new AI-powered tool enables brands and marketers to access tailored sustainability guidance in order to assess and develop their sustainability strategy and messaging, identify areas for competitive advantage and reduce the risk of greenwashing.
Underpinned by a robust knowledge graph* with over 1.7M data points, Sustainability Navigator is a first-of-its-kind ‘recommendation engine’. It delivers bespoke sustainability advice tailored to the unique needs of each business based on consumer, market and regulatory insights.
When businesses build sustainability strategies today, it’s hard for them to clearly identify the commercial needs (What are our customers looking for? What are the market benchmarks?) and regulatory needs (Where is our biggest impact? How can we avoid greenwashing?).
The Sustainability Navigator gives businesses tailored market, consumer and regulatory insights in one place, so that they can build strategies which address both commercial and regulatory needs.
The tool also speaks directly to marketing’s sustainability skills gap, which according to research from Kantar, is a concern for more than 35% of marketers. The same research found that 43% of companies have now added sustainability as a KPI for marketing departments – the Sustainability Navigator equips marketers with the data needed to plug that gap, and reach these sustainability KPIs.
Sarah Pirrie, Global Marketing Director at Umberto Giannini, praised the Sustainability Navigator saying: “A big part of my role is about finding opportunities to move forwards in terms of sustainability, whilst also differentiating our company in the sector, and connecting with our customers. Sustainability Navigator helps me with this by organising all our sustainability efforts in one place, then overlays extra insights around consumer trends, and the scale of effort to achieve a Proof Point.”
Proof Points are clickable sustainability claims about a brand or a product, that enable businesses (of any size and location) to prove a statement of impact in a way that has integrity and can easily be shared with buyers and shoppers.
Sustainability Navigator addresses key challenges by allowing brands to:
- Understand how effectively their existing sustainability credentials appeal to consumers, comply with regulation and compare with the market, so that they can identify gaps as well as brand differentiation opportunities.
- Build a custom roadmap – shared by marketing and sustainability – that enables them to collaborate on a shared strategy, meet commercial expectations and improve their performance in areas of sustainability that are most relevant to their business.
Alex Rahin, CPTO of Provenance has two decades of product and technology experience in data and AI, and led the development of Sustainability Navigator. He said: “Provenance’s technology is revolutionising sustainability communications, fuelled by a growing body of data as businesses invest in ESG across their value chains. This includes everything from product-level certifications, attributes and ingredients to broader regulation, supply chain initiatives and consumer preferences. We’re able to give marketers unprecedented and unparalleled insights to help them assess and communicate their sustainability claims with integrity, whilst meeting commercial KPIs.”
Jessi Baker, founder of Provenance commented: “Amidst rapidly changing environments for brands, we’re helping to close the knowledge gap and ensure that marketers feel empowered to communicate their sustainability claims both effectively and authentically to protect consumer interests as well as their brand’s reputation and commercial interests.”
