Provenance’s sustainability marketing technology enables brands to make claims that straål shoppers can trust.
Improve retail channel conversion with transparency at the point of sale.
Benefit from regular analytics reports on which sustainability claims your shoppers are engaging with.
Reassure shoppers with easy access to the evidence behind your sustainability claims.
Drive value from straål promotional activity and generate proof-backed sustainability content.
“By publishing Provenance Proof Points on straål, consumers can cut through the industry ‘greenwash’ and brands benefit from enhanced discoverability, powering a more transparent beauty industry in the South African market. While we do not seek to dictate choices, consumers will always know exactly what they're getting from straål with the various standards we set for our platform as echoed by our partnership with Provenance. The beauty industry is far from perfect, but we believe any effort towards making changes together is admirable”
Bernice Coetzer
Co-Founder, straål
Create your Provenance account by speaking with our team
Identify which Proof Point claims you want to share and submit the relevant evidence
We'll publish to your chosen channels. For DTC sites, we make it easy for your digital teams to integrate Provenance.
CASE STUDY
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Pricing plans are dependent on the number of products you want to add Proof Point claims to (this is as opposed to SKUs). Variants of a same product do not count as additional products e.g. a lipstick sold in 10 colours will count as 1 product.
Provenance’s Framework and platform are designed to support all consumer goods brands validate and amplify their sustainability – we work with brands in Food & Beverage; Vitamins, Minerals & Supplements; Beauty, Wellness & Personal Care and Fashion. If you think the Provenance Framework is missing an important social/environmental certification or claim specific to your category, please get in touch and we’d be happy to discuss it.
You can publish in multiple markets for an additional cost. Provenance has partnered with multi-brand retailers in North America (NA), Europe, the Middle East & Africa (EMEA) and Asia-Pacific (APAC). Standard plans enable you to publish via Provenance’s partner retailers on a per-market basis.
A limited plan is available for no cost, which will enable you to publish from a limited selection of 15 certifications:
Brands on free plans will not have access to the remainder of the 125+ social and environmental impact claims in the Provenance Framework. They will also be unable to publish their validated claims via other participating retailers.
To apply for the limited free plan, click here.
Provenance’s latest research suggests that 90% of shoppers globally now consider sustainability when buying consumer goods, and NYU Stern has found that sustainability-marketed products are growing 2.7x faster than conventionally-marketed products. Brands that aren't showing progress on their sustainability initiatives risk losing relevance.
We work with a number of small, growing brands, so we've made sure to keep costs as low as possible. Discounts are available for brands with low annual turnovers – speak with our team to find out more.
Although the partnership is commonly managed by Retail Account Managers, surfacing your sustainability claims with Provenance is considered a marketing cost and is most likely to come from your company’s marketing budget.
We recognise that substantiating your environmental claims is a lot on top of your day-to-day responsibilities. Our platform and fast-expanding retailer network is designed to save busy brands time in the long run, enabling efficient, compliant claims to be created/maintained centrally, and published in multiple channels.
Once you’ve signed up to Provenance, it takes an average of just 45 minutes to choose and evidence your Proof Points. From there, we'll check your evidence and get them live on your chosen channels.
Provenance drives more visibility and awareness of your sustainability certifications, generating on-page shopper engagement rates of over 5%, as well as unlocking enhanced marketing servicing by retailers.
What’s more, partnering with Provenance allows you to do much more than publish your existing certifications. You can share an unlimited number of our 125+ social and environmental claims, from ‘Female-Founded’ to ‘Fully Compostable Packaging’, so that customers can see the range of your positive impact.
In 2024, we are asking our suppliers to seek Provenance Proof Point validation for any relevant claims in the Provenance Framework they wish to be displayed on our website. If a brand does not have validation for a claim that is part of the Provenance framework of Proof Points, then we will not be able to list that product claim on our website or mention it in marketing materials.
Naturisimo suggests that all suppliers speak with Provenance to understand more about the service they offer and the opportunity to manage your claims under the Provenance Framework. You can book a call here: https://meetings-eu1.hubspot.com/provenance1/discover
Yes, Naturisimo continues to manage validation to ensure that all products are cruelty free. However if you have decided to go the extra step and have certification from PETA or Leaping Bunny, then this will be surfaced as a Proof Point on Naturisimo.com after the documentation has been validated by Provenance’s team.
Whilst there are many other benefits, we are clear that by Partnering with Provenance we are all:
In our 15-year history, customer feedback has always highlighted our transparent product labels as a primary reason to shop at Naturisimo.com. It’s why in 2021 we partnered with Provenance - the leaders in sustainability communications technology - to bring a layer of fact-checked transparency to these labels. This meant we ran verification for brand and product claims through our in-house process, except where a brand was already a Provenance member, when we would defer to Provenance-validated claims.
This was an important first step for us, but we now acknowledge that customers' understanding of greenwashing has evolved and it’s clear this setup has compromised our ability to be fully transparent on claims verification, created confusion for customers and risked our own integrity as a retailer in making independent verifications. Therefore, from January 2024, we are asking our suppliers to seek Provenance Proof Point validation for any relevant claims in the Provenance Framework they wish to be displayed on our website.
Provenance works for brands at all stages of their sustainability journey – almost half (44%) of our partner brands have 3 or fewer Proof Points. Don't wait for perfection – start getting rewarded for your progress now.
Provenance is a platform that validates and amplifies sustainability credentials for consumer packaged goods, empowering customers to cut through the greenwash and make sustainable choices with confidence. Our platform enables businesses to be transparent about their impact from discovery to checkout, realise their sustainability ambitions and future-proof their market share.
Although the platform is commonly managed by retail account managers, surfacing your sustainability claims with Provenance is considered a marketing cost and most likely to come from your company’s marketing budget.
Once you’re logged into your Provenance account, you can select the Proof Points you’d like to apply for and upload the required evidence for Provenance to review.
Each Proof Point has different criteria, depending on whether they are Evidenced or Verified. For Evidenced Proof Points, supporting proof can include anything from a signed statement of assurance to a manufacturer invoice, or a report from an accredited organisation. For Verified Proof Points, Provenance works directly with third party organisations to confirm the validity of the verification.
Explore all available Proof Points on the Framework to learn more about the claim or certification, and the evidence required for each.
Proof Points are product- or brand-level sustainability claims ranging from Vegan and Certified Organic to Widely Recyclable Packaging or Black-Led Business. You can explore all 125+ available Proof Points in the Provenance Framework.
By signing up ahead of launch, you’ll receive free onboarding and access to your Provenance account. And you’ll only start paying once Proof Points are live on MECCA at the beginning of Q2 2024.
The M-PACT edit is an omnichannel solution that will allow MECCA customers to explore and purchase products based on their values.
Alongside a digital filter across mecca.com helping customers find more sustainable products, MECCA will be doubling down on M-PACT edit education for their retail team to enhance the in-store experience for customers.
The M-PACT edit is powered by Provenance, the platform that validates and amplifies sustainability credentials for consumer goods brands.
With Provenance, brands can provide two different levels of proof.
Evidenced: Evidenced Proof Points require the brand to attach evidence to publicly support their claim.
Verified: A Proof Point is Verified when a third party confirms the claim is accurate. Verified Proof Points have a green tick to reflect the enhanced credibility of an independently validated claim.
Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. As a registered social enterprise and a proud B Corp, Provenance exists to drive positive change through transparency.
Provenance works with 6 retailer partners to date - Beauty Heroes, Cult Beauty, Naturisimo, A Little Find and Straal. We are working on expanding our retailer network and will expect to have at least 10 by the end of the year. We would welcome your input on which retailers are most important to you and your brand so we can let you know when those are available.
Provenance is an independent social enterprise and certified B Corp that’s committed to transparency and protecting against greenwashing.
However, we recognise that like any other business, we’re not best placed to judge our own actions. So, to make sure we continue to act for people and planet as we grow, we’ve appointed our own Integrity Council.
Proof Points are interactive icons representing claims about a brand or product – for example, Vegan, Certified Organic or Widely Recyclable Packaging. Using technology, they connect what brands say to real data from the supply chain and third party verification, so that shoppers can be confident in your brand’s social and environmental impact claims.
Simply click through each Proof Point to learn more about the claim or certification, and to explore the evidence behind it.
The Provenance Framework is available worldwide, but was developed in line with UK and EU ESG standards.
Provenance is a software solution for sustainability communications. Our technology enables brands to communicate social and environmental impact with shoppers online and in-store in a credible way, connecting claims to supply chain data and third-party proof. By doing so, we enable shoppers to drive progress through what they buy and generate rewards for those brands making a positive impact on people and the planet. As a registered social enterprise and a proud B Corp, we exist to drive positive change through transparency.
Provenance enables brands to share information about the impact of their products on people, animals and planet.
Our Transparency Framework – a standardised rulebook for communicating impact – includes 100+ Proof Points, ranging from ‘Audited Factory Conditions’ to ‘100% Renewable Energy’. The Framework also allows brands to publish digitised certifications, from ‘Fairtrade’ to ‘Cruelty-Free (PETA)’.
For Evidenced Proof Points, supporting proof can include anything from a signed statement of assurance to a manufacturer invoice, or a report from an accredited organisation. For Verified Proof Points, Provenance works directly with third party organisations to confirm the validity of the verification.
Information about what counts as suitable evidence and verification for each unique Proof Point is publicly available in the Provenance Framework.
Certifications are incredibly important, but the reality is that a static certification on a product page drives very low engagement from shoppers. Provenance’s clickable content on the other hand can generate a CTR of up to 6.8%.
If you’ve already invested the time and money it takes to get certified, topping this up with a small fee to digitise these claims ensures you’re driving real marketing value from your investment.
To make a credible claim that shoppers can trust, keep in mind the below guiding principles:
To learn more about Provenance's Integrity Principles, click here.
Claims in the Provenance Framework are divided across 5 key focus areas:
The claims in the Provenance Framework address impact at a business level or a product level.
We fully understand the time constraints of growing brands, so we’ve designed the onboarding process to take an average of just 45 minutes for you/your team. You’ll just need to confirm which claims you’d like to make and send over the evidence that we ask for. From there, we’ll have your Proof Points live within 7 working days.
Although solutions are being developed, the energy consumption required by public blockchains is a legitimate cause for concern.
That’s why we use blockchain very conservatively at Provenance. We only ever use it to record third-party verification of Proof Points, where we believe a decentralised approach adds unique value to the brand and shopper.
It’s important to update claims promptly to reflect any changes in information. When brands make claims using our Proof Points technology, we verify that the information initially provided is still valid on an annual basis and we require that brands inform us as soon as any changes occur. We only display verified certifications for as long as they are valid.
Whilst organisations like Global Reporting Initiative (GRI) and the UN’s Sustainable Development Goals (SDGs) offer fantastic standards and tools for measuring and improving corporate sustainability, the Provenance Framework is uniquely designed to help brands communicate their sustainability progress accurately.
Although we review evidence submitted for Proof Points, we are not a certification body. However, our technology allows brands to digitise any third party verifications and certifications. This gives shoppers certainty that a certification is authentic, and allows them to learn more about the standards required.
Brands pay to use our software. This allows them to communicate their progress on sustainability with shoppers and industry partners in an engaging and credible way.
We are also funded by impact investors and, in 2020, we received prize funding as part of the European Commission’s ‘Blockchains for Social Good’ initiative.
Yes, to support growing brands on their transparency journey, we offer discounts to smaller brands (brands with annual revenues of £5M or less). Please speak to our sales team if this applies to your business
Brands can use Provenance’s publishing tools to share claims from the framework as Proof Points: interactive, digital icons, available to shoppers on e-commerce pages or in off-pack experiences.
As well as the Provenance Framework, Provenance provides software solutions to help brands easily share sustainability claims with shoppers:
Learn more about Provenance’s software solutions here.
When we choose to buy something, the money we part with is a vote for the type of world we want to build. That’s why we’ve developed the framework – so that people can be better informed about the social and environmental impact of their purchases.
But we want to highlight that as a shopper, a significant amount of your money (it can typically be 50%) goes to the retailer. At the moment, the claims in the Provenance Framework address impact at a brand and product level, but they don’t account for the impact of retailers that are stocking the product.
We know that the scope of the challenge we’re tackling is huge and that best practices in ESG evolve quickly. We strongly welcome input from individuals and organisations on how we can keep improving the framework to ensure it’s as effective as possible in helping brands avoid greenwashing in sustainability communications. Head to our contact page to get in touch.
Provenance isn’t a marketplace or shop – we don’t sell products. Instead, we help brands share information about the impact of their products so that you can know the impact of the things you buy.
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