When it comes to consumers with a conscience, green is the new black. With more Aussies continuing to demand an increase in transparency and accountability from the brands they support. Helping to support their quest to shop smarter is Tracker – a mobile app by SustainabilityTracker.com that aims to revolutionse the way shoppers engage with sustainability information. Founder and CEO of SustainabilityTracker.com, Kiarne Treacy, shared her insights into the app’s inception, functions, and potential to transform business practices.
“The idea for Sustainability Tracker came about in 2020. I was working with clients of my marketing agency who wanted to be able to share their sustainability journey with their customers in an authentic way. One that didn’t put them at risk of greenwashing,” explained Treacy. “I set out to find the digital destination where brands store this information. And, realised pretty quickly that it didn’t yet exist. So, I decided to build it myself.”
So, how does Tracker benefit both consumers and businesses? For businesses, Tracker streamlines the process of updating sustainability profiles. This saves valuable time and ensures transparency. On the consumer side, the app provides instant access to information. This allows them to make informed decisions about what they purchase, and demand more environmentally conscious products.
“Our aim is to be the world’s largest host of self-reported, transparent sustainability claims and evidence,” said Treacy. “We make it super easy for any piece of information, from any framework or origin, to be uploaded and used by our members in good faith to support their claims.”
But what sets Tracker apart from a technological perspective? Treacy explains that the app aims to be the world’s largest repository of transparent sustainability claims. Leveraging AI aggregation tools to generate reliable brand profiles within seconds. The platform is designed to be simple and accessible. To ensure users can access relevant information without navigating complex documents or jargon.
One of Tracker’s primary objectives is to combat greenwashing, a pervasive issue that erodes consumer trust. By offering a consistent communication framework and enforcing stringent transparency measures, Tracker aims to establish itself as the go-to source for reliable sustainability information.
“Greenwashing hugely erodes consumer trust and radical transparency is a necessity going forward,” saidTreacy. “The problem we face is that information overload doesn’t facilitate informed consumer choices.”
With industry giants like John West and Volvo Cars Australia already on board, Tracker is poised to influence business practices on a national scale. These early adopters are not only setting the standard for transparency but also catalysing a mainstream conversation about sustainability.
Looking ahead, Treacy is confident that Tracker can serve as a catalyst for industry-wide change. And, is hopeful it will provide brands with the tools to meet consumer and regulatory demands effortlessly. As the platform continues to evolve, Treacy remains committed to creating a culture of transparency and accountability within the business landscape.
