In a world where consumers are demanding transparency and environmental responsibility from brands, greenwashing—the act of misleading consumers about a product's sustainability—has become all too common. This challenge presents a unique problem for both brands and consumers seeking trustworthy products.
Enter Novi, a company that’s redefining how brands substantiate their claims through data. By partnering with certification bodies and retailers, Novi has built a platform that rigorously vets and verifies sustainability claims, helping brands achieve transparency while giving consumers the confidence to trust those labels.
In this conversation with Kimberly Shenk, Novi’s founder, we explore how her background in data science led to the formation of Novi, the challenges brands face in achieving transparency, and the future of sustainable products across industries.
We also discuss the role of data, the importance of third-party certifications, and how companies can avoid greenwashing while building consumer trust.
➜ Transparent communications are essential in the climate tech industry.
➜ Novi Connect helps brands verify sustainability claims through data.
➜ Consumer demand for transparency is driving industry changes.
➜ Greenwashing is a significant challenge in the current market.
➜ Brands must be proactive in gathering accurate supply chain data.
➜ Third-party certifications are crucial for building consumer trust.
➜ The marketing narrative around sustainability is evolving rapidly.
➜ Companies need to engage sustainability teams in revenue conversations.