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Illumination Index
12/22
Lower values indicate greater alignment. Higher values indicate more gaps detected.
The Index evaluates how clearly a company’s sustainability communications align with available evidence. It does not measure the company’s overall sustainability performance or determine the company’s intent.
What The Index Examined:
YETI shows why environmental branding and measurable environmental performance should be evaluated separately. Its outdoor identity and conservation messaging create a strong environmental association, while understanding measurable progress requires looking at emissions data, target status and third-party records.
The Illumination Index separates the strength of the message from the evidence available to evaluate it.
Part A - Communication Pattern Analysis
7/12
Part B - Claims vs. Data Comparison
5/10
Key Finding
Pattern Identified
YETI’s public brand strongly emphasizes outdoor conservation, but its reported climate data shows a different level of progress. During the research period, Scope 3 emissions were about 143% above YETI’s 2020 baseline, despite a goal to reduce them by 27%. YETI’s Science Based Targets initiative (SBTi) commitment, which was meant to support a science-based emissions target, was also removed by SBTi after the required target-setting period expired.
What The Pattern Means
For consumers, this means YETI’s environmental image and its measurable climate progress should be evaluated separately. Campaigns like #KeepTheWildWild communicate environmental values, but they do not show whether emissions are actually decreasing or whether climate targets remain active. The Illumination Index compares YETI’s public messaging with its emissions data and third-party target status so consumers can see where the brand message is supported by measurable evidence and where it is not.
What The Illumination Index Found
YETI set a target to reduce its Scope 3 emissions by 27% from a 2020 baseline. During the research period, YETI’s reported Scope 3 emissions were approximately 143% above that baseline. Scope 3 emissions are indirect emissions connected to a company’s wider value chain. For YETI, this can include emissions from making, transporting, selling, using and disposing of its products.
1
Removal of sustainability commitment.
Some communications continued to reference the commitment.
YETI previously committed to developing an emissions target through the Science Based Targets initiative (SBTi). SBTi evaluates whether company emissions targets are consistent with climate science. That commitment later expired and was removed from active commitment status. The Index examines whether changes to third-party climate commitments are reflected consistently in a company’s public communications.
2
YETI’s #KeepTheWildWild campaign communicates a clear commitment to outdoor conservation. However, the campaign does not provide a specific baseline, numerical target or independent verification that would allow consumers to measure progress directly. This does not by itself establish that the campaign is misleading. It means the campaign communicates an environmental value more clearly than a measurable performance commitment.
3
#KeepTheWildWild does not provide a measurable target for consumers to follow.
The research found references to YETI’s science-based target commitment (SBTi) after its status had changed. This creates a communication–evidence gap because consumers may encounter language that does not reflect the most current status recorded by the third-party organization (SBTi).
4
YETI’s Scope 3 emissions increased substantially from its baseline.
Indicator Breakdown
Each indicator: 0 = not detected · 1 = partially present · 2 = clearly and systematically present. Illumination Index values are not derived from impressions . Every indicator is anchored to a specific source.
Lower values indicate greater alignment. Higher values indicate more gaps detected.
The Index evaluates how clearly a company’s sustainability communications align with available evidence. It does not measure the company’s overall sustainability performance or determine the company’s intent.
What is ESG?
ESG stands for Environmental, Social and Governance. It is a broad way of looking at how a company affects the environment, treats people and communities, and manages leadership, oversight and accountability.
What is the TCFD?
TCFD stands for Task Force on Climate-related Financial Disclosures. It is a framework that helps companies explain how climate-related risks and opportunities could affect their business, strategy and financial planning. TCFD helps make climate reporting easier to evaluate and compare.
References
Net Zero Tracker. (n.d.). YETI Holdings . Energy & Climate Intelligence Unit, Oxford Net Zero, NewClimate Institute, & Data-Driven EnviroLab. https://zerotracker.net
Science Based Targets initiative. (n.d.). SBTi target dashboard . https://sciencebasedtargets.org/companies-taking-action
YETI Holdings. (2024). ESG report 2024 [PDF]. https://www.yeti.com/on/demandware.static/-/Library-Sites-YetiSharedLibrary/default/v1be354cba656db81176a5390d60d71349eccb147/pdfs/YETI_ESG_Report_2024_Final.pdf
YETI Holdings. (2024). Annual report pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934 (Form 10-K). U.S. Securities and Exchange Commission. https://investors.yeti.com/financial-information/sec-filings
YETI Holdings. (2025). 2025 sustainability report [PDF]. https://www.yeti.com/on/demandware.static/-/Library-Sites-YetiSharedLibrary/default/v9e03f996aaf4a87b74fc89fdcb7f0d8eee53cc4a/pdfs/YETI_Sustainability_Report_2025.pdf
YETI Holdings. (n.d.). Keep the wild, wild: Our commitment to people, product, and places [Sustainability hub]. https://www.yeti.com/wild.html