Thame-based Earthmark has launched a new brand directory displaying environmental performance data for thousands of UK and global businesses.
It underpins the 'Earthmark' for brands and marketplaces – a simple, trusted score integrated into online shopping experiences that helps businesses and consumers assess a company’s environmental performance at a glance.
The platform collects and aggregates data from publicly available sources of information and credible third parties such as SBTi (Science Based Targets Initiative) and B Corp. It then analyses this information to generate environmental performance scores for more than 25,000 brands globally, awarding each a score from zero to five.
A score of one represents an organisation at the start of its climate journey, while five denotes industry-leading environmental performance. Businesses can then display their Earthmark score across websites, marketing materials and in-store experiences.
Anyone can search Earthmark’s directory for free when making a buying decision to compare what companies publicly disclose about their environmental performance, the action they are taking to address their climate impact, and how they perform versus competitors. With consumers saying they are willing to pay a 9.7% premium to buy from sustainable brands, and two-thirds of Gen Z saying they prefer to buy from sustainable and ethical brands, Earthmark addresses a demand for authoritative information.
Earthmark works with marketplaces and brands to surface simple climate data where people already browse, shop and compare. Marketplace clients can access Earthmark's API to enhance partner categorisation, reporting and customer experiences.
More than 8,600 companies already have Earthmark scores displayed through VoucherCodes, Kindred, Virgin Media O2, Samsung, and Etisalat, reaching more than 10 million shoppers globally. Displaying Earthmark scores has been shown to increase visits by 186%, click-through rates by 78%, conversions by 19% and average order value by 30%.
Brands can also access dedicated profile pages, insights dashboards featuring trend and competitor analysis, and an embeddable widget with usage analytics. Clients using these tools include Electrolux/AEG, Panasonic and Barclays.
Led by Founder and CEO Jack Linnett (pictured above) and Tech Lead Katja Ovchinnikova, Earthmark has also announced the appointment of Glenn Porter to drive commercial development. Porter brings deep expertise in digital commerce, underpinned by product and business ratings that help consumers make better decisions – including previous leadership roles at Defaqto, D&B, GBG, and Vypr. Earthmark is backed by investors and advisors with a wealth of experience in e-commerce, data and insights businesses including Checkatrade, Depop, Glassdoor, Google, and Gumtree.
Jack Linnett said: “Currently companies spend a huge amount of time and money assessing and reporting on their environmental performance but this information is not easily accessible to consumers. Trust and popularity can easily be seen – for example on social media or review platforms – but it’s harder to get a trusted view of an organisation’s environmental impact at a glance.
“Reporting mandates are on the rise but there’s almost too much information for brands to use effectively in their marketing. Greenwashing – where businesses exaggerate their green credentials, and greenhushing, where they’re too scared to talk about them in case of scrutiny or criticism – all create confusion. Media scepticism means brands feel confused about what they should highlight publicly and shoppers end up none the wiser.
“We’re democratising access to a universe of company environmental data and, as well as the benefits to consumers, we’re also enabling companies of all sizes and sectors to move beyond expensive, exclusive legacy systems and integrate real environmental performance into their core reputation, marketing campaigns and commercials.”
Moji Oshisanya, Chief Commercial Officer at VoucherCodes, which introduced Earthmark scores on its store pages in April 2025, added:: “Shoppers increasingly consider a company's environmental credentials alongside price, quality and convenience when deciding where to spend their money.
“When sustainability information is clear and easy to find, shoppers are more confident in their decisions. After the rollout of Earthmark scores, we've seen notable uplift in key commercial metrics across the VoucherCodes site.”
Will Sherwood-King, UK&I Marketing Lead at Electrolux, added: “Sustainability is core to Electrolux’s DNA and has been important for decades. Consumer demand is growing massively, especially among the next generation, and it’s becoming a hygiene factor. Commercially, it’s increasingly important as people become more informed about the companies behind the products they buy. Benchmarking against competitors helps us maintain our lead, and if sustainability is to be a USP, we need to keep that edge – Earthmark helps us do that.”