Do you believe in your own sustainability policy? Of course you do. But your customer doesn't believe it. Or your government. European Commission research shows that almost half of all sustainability claims made by brands are vague, misleading or even untrue. Both the Dutch and Belgian governments check companies' ethical claims. Soon, Europe will follow suit. How can you ensure that consumers can trust (you) again? One piece of advice before this session begins: don't treat sustainability as a marketing tool. Don't be too perfect, and don't expect that from your customer. Remove the guilt, and do the work.