Best practices
Brands that measure, the new reputational value
Key takeaways:
Measuring your product’s footprint is a brand asset, not a cost.
The EU Green Claims Directive requires data-backed sustainability claims.
Companies like L’Oréal, ASICS, Oatly and Logitech are setting the standard.
Measuring builds credibility, improves product strategy and drives trust.
Devera makes carbon footprinting accessible, automated and benchmarkable.
Not long ago, sustainability was about declarations. Now, it’s about data. In a world where trust is built on proof, brands that measure and share their environmental impact are gaining more than just compliance. They’re building long-term reputational value.
This new value isn’t just about being greener. It’s about being credible, and in today’s market, that matters more than ever.
Why measuring matters
Measuring your carbon footprint is no longer just an environmental gesture, it’s a smart business move. Here’s what brands gain when they start measuring their product emissions properly:
Build trust, stand out, and convert more
Consumers today don’t just want to be told your product is sustainable — they want to see it. Showing real, product-level carbon data helps you cut through greenwashing and stand out in saturated markets. And when shoppers see a clear footprint or eco-score, they feel more confident clicking "buy." That data-backed transparency doesn't just build trust — it drives conversions.
Stay ahead of regulations and investor expectations
With new laws like the EU Green Claims Directive, guessing isn’t an option. Brands now need verifiable, auditable data behind their claims — or they risk fines, delays and reputational hits. The same applies to investors: access to green finance increasingly depends on having robust, product-level ESG metrics in place. Measuring now means you're ready, not reactive.
Improve products and align teams
Life Cycle Assessment isn’t just about compliance — it’s a lens for product innovation. By identifying your real environmental hotspots across raw materials, packaging or transport, you unlock smarter design decisions. And with one clear source of truth, sustainability, product, marketing and ops teams can finally pull in the same direction.
In short: measurement brings clarity. And clarity is powerful, for the business, for the customer and for the planet.
Real-world examples, brands turning data into reputation
ASICS (carbon footprint per sneaker)
ASICS has become a pioneer in product-level transparency. In 2021, they launched a carbon footprint labeling initiative, starting with models like the GEL-LYTE III CM 1.95, which has one of the lowest footprints for a performance shoe at just 1.95 kg CO₂e per pair.
They now publish CO₂e values directly on product pages and in campaigns, building consumer trust and loyalty.
Oatly (carbon on every pack)
Oatly prints the climate footprint of each product directly on packaging, like 0.44 kg CO₂e per liter for their oat milk, and compares it to traditional dairy. That transparency is a core part of their brand voice and has helped them connect with a new generation of climate-aware consumers.
Leroy Merlin (Home Index for consumers)
With the Home Index, Leroy Merlin gives each product a multi-criteria sustainability score, helping customers compare and decide. It’s not just informative, it’s a competitive advantage.
→ Check Lery Merlin Home Index
L’Oréal / Garnier (Eco-Scores at scale)
Garnier shows product-level Eco-Scores from A to E, based on full LCAs. This supports internal innovation and gives consumers visibility over impact, directly at the point of sale.
→ Check L'Oreal/ Garnier eco-score
Other innovators (Patagonia, Allbirds, Houdini)
Patagonia publishes product footprints. Allbirds prints CO₂e per shoe. Houdini shares complete LCA reports online. These brands have built strong communities by being open, not perfect.
Carbon neutral is the next step, and some products are already getting there
Once a brand knows its footprint, it can act. Some go further and aim for carbon neutrality, combining measurement, reduction and compensation. Here are a few examples doing it right:
Logitech (carbon neutral electronics)
Their gaming line is now carbon neutral, with verified LCAs, reduction plans and certified offsetting.
Evian (carbon neutral bottled water)
Evian achieved global carbon neutrality through lifecycle optimization and Carbon Trust certification.
Microsoft Surface (carbon neutral options)
Microsoft’s Surface Pro 9 is labeled carbon neutral, with full product-level footprinting and third-party verification.
Measurement leads to insight, and to action
That’s where Devera comes in. We help brands measure their product impact automatically, accurately and fast. We extract data from your website, documents and even product visuals, calculate footprints with AI-powered LCAs and benchmark you against bestsellers in your category.
You get a report, a score, improvement insights and a widget to show your data online — all in one place.
—> See how Devera helps you measure and decarbonize
FAQ
Is this only useful for compliance?
No, it’s a tool for product innovation, marketing, risk management and brand building, all at once.
Does measurement drive business results?
Yes. Transparent brands like Allbirds, Oatly or ASICS have used footprint data to differentiate and strengthen customer loyalty.
Is it affordable for small brands?
With Devera, yes. LCAs can be generated in days, with prices as low as €30 per reference, depending on scale.
Can I use this in product design?
Definitely. Our pre-production simulations help you anticipate impact before launching a product, reducing risk and waste from day one.
Measuring is the new marketing
In a digital world where transparency is the new currency, brands that measure, and show their impact, are winning trust, customers and influence.
Data is no longer a backend metric. It’s a frontline message. And the brands who measure today, lead tomorrow.
