Owned media such as social media posts, website pages, and brand partnerships are intentionally designed to show audiences the best possible version of a company's sustainability efforts. But so are the legal documents companies are required to publish. Sustainability reports are not neutral records. They are strategic communications, and most of them are very good at sounding like something they are not.

The gap between what a company claims about its environmental impact and what its own data actually shows is real, measurable, and almost never named directly. Consumers, investors, and policymakers are making decisions inside that gap. Most existing rating systems measure what companies do. Almost none measure how honestly companies describe it.

That distinction is the entire point of this project.