“Green.” “Eco-friendly.” “Low impact.” As companies compete for consumers’ dollars, they are touting sustainability benefits alongside other product attributes. But rather than talking about vague sustainability claims, brands must track and show their work toward targets to effect change and meet consumers’ ethical expectations.

Part of this accountability is companies admitting where they fell short of targets. Transparency could also mean disclosing non-compliance with a roadmap for eradicating social or environmental risks.

“It's time that we start celebrating people who have the bravery to be transparent, and also the bravery to say why something didn't work and what they're going to do differently,” said Suzanne Ellingham, event director for trade shows Source Fashion and Source Home & Gift. “It’s a matter of moving away from terminology and really moving towards setting goals and being accountable.”

Listen to Ellingham in conversation with Jasmin Malik Chua, sourcing and labor editor at Sourcing Journal, to hear why brands often shy away from full transparency before reaching goals and how frontrunner brands are proactively reporting on their pitfalls and progress.

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