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Seven Advisory x Provenance®

Turn positive social and environmental impact into brand value

About Provenance®

Provenance® is the global leader in sustainability marketing technology, helping brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance® is a mission-driven, independent B Corp; their vision is a world where citizens can make informed buying decisions that positively impact both people and planet.  

Seven Advisory is the partner for Provenance® in Australia & New Zealand. 

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How does it work?

Provenance® uses ‘Proof Points’: interactive icons representing a claim about a business or product. Using technology, they connect what brands say to real data from the supply chain. Each Proof Point is part of the Provenance Framework, a collection of 125+ jargon-free claims about social and environmental impact.

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79%
of beauty shoppers have doubts about whether to trust the industry’s sustainability claims
x3
Sustainability information is three times more important than social proof or reviews when shoppers are making a beauty and wellness purchase
71%
of shoppers aren’t sure what is meant by ‘environmentally friendly’ and 62% say the same for ‘green’ claims
Under 25%
of shoppers on average find it very easy to understand the criteria behind sustainability and social impact claims

Want to know how you can work with Provenance?

Wherever you are on your sustainability journey, win more customers by showing up in values-led shopper journeys and improving your product page conversion. To join 200+ consumer goods brands and retailers driving awareness and sales with Provenance’s technology, get started here.

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“There’s just so much greenwashing out there that shoppers don’t know what all the claims being made actually mean and whether a company meets the standards they claim to.

We’re there to help shoppers make informed decisions, by making sure brands don’t get to mark their own homework. What’s clear from this research is that sustainability is a key purchase consideration for a huge majority of beauty shoppers, but the industry as a whole is leaving shoppers confused and sceptical about positive impact. If beauty and wellness businesses want to stay relevant to increasingly values-led shoppers, they need to be much clearer on sustainability claims, and use verification to prove them.”

⸺ Jessi Baker Founder, Provenance

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