The Business Case for Transparency: Proving Sustainability, Building Trust

More than half of companies have been caught making sustainability claims they couldn’t prove. Nearly 80% of consumers say they would walk away from a brand if they found out it was greenwashing. The message is clear: transparency is not optional. It is the key to earning trust and driving long-term business success. In this keynote David Luba, co-founder of tentree & veritree, will share lessons learned from building a brand rooted in sustainability and scaling a climate tech platform designed to track and verify measurable environmental impact. Attendees will learn how to move from good intentions to credible action, and why transparency is one of the most powerful tools companies have to build loyalty, avoid risk, and create meaningful change.