With increasing pressure from legislation such as the climate change act (UK legislation committing to Net Zero) as well as global and societal demand for a deeper focus on sustainability, more and more companies are publishing their strategies and plans for how they are ‘going green’ and making their products more sustainable. But with this comes the rise of ‘green washing’ and questioning “how do you really know when a company is committing to a more sustainable future?” and when they are presenting a misleading message which lacks substantial evidence. Understanding this is increasingly important as being sustainable is gradually becoming a requirement and this requirement is not only of the company or product itself, but its entire value chain.