Verifying social and environmental impact for consumers.
Unreasonable Group, Omidyar Network Plug & Play accelerator programme
A lack of actionable information and an increase in greenwashing means that billions of shoppers are unable to shop in line with their values, and brands making real progress on sustainability aren't always winning. There's no sustainability without transparency. Sustainability data today doesn't lend itself easily to simple messaging that is accessible to shoppers. Technical and complex, it stays trapped in B2B systems and annual CSR reports.
Provenance software helps brands communicate verified and/or evidenced product-level impact data at the point of sale. Each impact claim requires a minimum level of evidence or verification by a third party. These digital proofs are stored on a blockchain in a transparent, fully auditable, immutable and decentralized format.
Provenance is designed to be accessible to all citizens wherever they make purchasing decisions - in-store via QR codes and online via e-commerce embeds. Provenance breaks down technical sustainability jargon and enables shoppers to learn more about the standards behind third-party certifications with interactive Proof Points. Encouraging shoppers to dig deeper, Interactive Proof Points allow shoppers to learn about the standards and practices behind a certification.
In the next 6-12 months, Provenance is focused on expanding its customer base in Europe and in particular, the DACH and Nordics region. In order to achieve this, Provenance has partnered with the leading European beauty retailer, Douglas, who is present across 23 countries. In the next 12-24 months, Provenance will be targeting expansion into the North American market.