Consumers around the world are more discerning with their product choices than ever and with sustainability a minimum requirement, customers are more regularly interrogating the environmental, social, and governance (ESG) promises behind their purchases. It is not enough anymore for brands to merely flaunt sustainability claims; individuals have now become adept at identifying greenwashing, the practice of brands lying about or greatly exaggerating their positive environmental practices. Authenticity, backed by tangible results, is what keeps consumer behavior aligned with sustainability. Kate