qZERO Sustainability Score: How It Works

The qZERO Sustainability Score is changing how we shop sustainably by offering a unique and verifiable sustainability score for brands, helping you shop smarter.

This score provides you with an easy-to-understand traffic light system and access to comprehensive brands' Sustainability ratings on demand, allowing you to see which brands are truly sustainable and why.

This tool is also great for spotting "greenwashing" — when companies say they are eco-friendly but aren't really. The qZERO Sustainability Score is based on independent, third-party verified data and is not influenced by any relationships we may have with the brands. In short - brands cannot pay us to boost their score. With this score, you can see past the hype to the truth, helping you pick products from companies that are truly doing their part for the Earth. It's all about making smart choices that match up with what's important to you and making a positive impact with what you buy.

What does qZERO Sustainability Score mean?

The qZERO Sustainability Score star rating system can be visualised as a report card for businesses, which is a standardised assessment that evaluates a company's commitment to overall sustainable business practices. It is important to understand that questionZERO rates brands based on the company they belong to. 

Rated on a scale from 1 to 5 stars, a 1-star rating indicates a company's minimal engagement in sustainable practices, suggesting significant room for improvement. On the other end, a 5-star rating is awarded to businesses that demonstrate leadership and excellence in sustainability, setting examples for others within their industry. This system provides a clear, authoritative measure of a company's environmental stewardship, enabling consumers and stakeholders to make informed decisions based on a company's sustainability performance.

• Sustainability Leader: 

Leaders are setting the standard for sustainability in their industry. They not only have comprehensive, integrated sustainability practices across all areas of their business but also make a positive impact on the environment and society. These brands innovate in sustainability, contribute to global sustainability goals, and are committed to continuous improvement. They often engage in partnerships to promote environmental initiatives and transparency, setting benchmarks for others to follow.

• Advanced Sustainability: 

Advanced brands demonstrate a strong commitment to sustainability across multiple facets of their business. They have significant, measurable achievements in reducing their environmental impact and often lead in their industry in sustainability practices. These brands typically support broader sustainability initiatives and may influence their supply chains to adopt greener practices.

• Active Sustainability Progress: 

Brands at this level are actively integrating sustainability into their operations. They may have achieved some certifications and are making notable efforts in areas like energy efficiency, sustainable sourcing, and reducing emissions. These brands are transparent about their sustainability journey, including successes and areas for growth.

• Emerging Sustainability Efforts:

These brands have taken initial steps toward sustainability, such as reducing waste in packaging or incorporating some eco-friendly materials into their products. They're starting to set goals for improvement but still have a long way to go in terms of comprehensive sustainability practices.

• Low Sustainability Awareness: 

Brands at this level may begin to acknowledge the importance of sustainability. Their efforts are in the early stages, focusing on minor changes that have limited impact. They may have started to assess their environmental footprint but have not yet implemented significant actions to reduce it.

How We Calculate qZERO Sustainability Score

Industry Sustainability Score comparison

qZERO Sustainability Score Vs Trustpilot Ratings?

Unlike Trustpilot's TrustScore, which focuses on customer satisfaction through star ratings, the qZERO Sustainability Score evaluates a product's impact on our planet. This evaluation is based on business reports data and other verifiable sustainability information relevant to brands.

Think of it like this: Trustpilot awards stars to products based on how much people enjoy them. The qZERO Sustainability Score, however, differs significantly. It rates products on a scale from 1 to 5, not based on popularity, but on their Net Zero transition progress, environmental friendliness, and a broader sustainability impact on our planet. The qZERO Sustainability Score is grounded in hard facts, not personal opinions, and tells you how planet-friendly a product is. This score guides you in choosing products that are better for the planet, moving beyond mere customer satisfaction to empower you to make informed decisions when buying products and services.

qZERO Sustainability Score and Which? Ratings: What's the Difference?

While Which? guides you through product pricing, quality and reliability, qZERO looks at the broader definition of sustainability which also values the quality and durability of products.

The qZERO Sustainability Score adopts a holistic approach, focusing on a brand's overall sustainability aspects and its broader environmental impact. This isn't just about being eco-friendly; it's about understanding a company's entire sustainability journey.

The qZERO Sustainability Score arms you with all the details, letting you choose wisely without pushing any products onto you. We believe in empowering you to make choices that are good for you and the earth. Your decision matters, and we're here to help you make it with confidence.

Why ESG Matters: The Wider Impact

ESG (Environmental, Social, and Governance)  data is crucial for understanding and measuring businesses' position on sustainability.

The "Environmental" part checks how friendly a company is to the planet. This aspect evaluates how a business manages its relationship with the environment, including its carbon footprint, waste management, and resource utilisation. Companies with strong environmental practices are not only mitigating risks associated with climate change and resource scarcity but are also positioning themselves as leaders in the transition to a low-carbon economy, and preparing for a future where being eco-friendly is a must.

The "Social" component is about how the company treats people—from its employees to the communities it operates in. It examines how a company manages relationships with employees, suppliers, customers, and communities. Do they offer good working conditions? Are they inclusive, respectful, and fair? This covers labour practices, product responsibility, and human rights. Businesses that excel in social practices are likely to have higher employee satisfaction, better customer loyalty, and improved community relations, contributing to their long-term sustainable growth.

"Governance" focuses on how the company is run. It focuses on a company’s leadership, audits, internal controls, and shareholder rights. Strong governance practices ensure accountability, transparency, and ethical behaviour, reducing risks and enhancing a company's reputation. Good governance means a company is less likely to run into trouble because it's managed responsibly.

Overall, ESG matters because it is vital for understanding the sustainability of a business. Not only is it measurable in hard numbers, but companies also have a legal responsibility to report it truthfully and transparently. ESG reports are fact-based, help mitigate greenwashing, and reflect a company's ability to manage future risks, capitalise on opportunities related to sustainability, and align with the growing demand from stakeholders for responsible business practices. As such, ESG is not just a moral imperative but a strategic one, essential for long-term success and resilience in an increasingly complex and interconnected world. 

For consumers, supporting companies that score well on sustainability based on their ESG performance can be a way to make the world a bit better with where you spend your money. You can easily check questionZERO business sustainability ratings for brands every time you shop.

Consumers' Role in Promoting Sustainability

We, as consumers, play a crucial role in driving sustainable development and helping to reach Net Zero targets. With time running out, governments are too slow to make decisions, and businesses are too slow to adapt due to the overall complexity of business operations. But we can act fast! The qZERO Sustainability Score empowers you to make choices that support sustainable brands, encouraging a balanced approach to buying. It's not about stopping purchases but about choosing wisely. Supporting sustainable businesses, local companies, and small enterprises on their sustainability path can make a big difference. Before your next purchase, consider the Sustainability Score. Even a small choice can contribute to a sustainable economy and a healthier planet. It's all about mindful shopping for a better future.

Every time you buy something, you’re making a choice about the kind of world you want to live in. That’s your power as a consumer! The qZERO Sustainability Score empowers you to make choices that support sustainable brands, encouraging a balanced approach to buying. It's not just about stopping purchases but about choosing wisely. Supporting sustainable businesses, local companies, and small enterprises on their sustainability path can make a big difference.

When you choose products from companies that care about the environment, treat their workers well, and use resources wisely, you’re helping push the whole market towards being more sustainable. You are literally voting for a greener planet with your wallet. And when many of us make these choices, it leads to significant changes. By asking questions, learning about the products we buy, and picking the eco-friendlier options, we all play a part in making the world a better place.

Our data-driven qZERO Sustainability Score enables you and 4 billion other consumers to become a Power of Collective Action for change and create a real impact. Easily and quickly. Right now, starting with your shopping basket.

Together, we have the power!

Explore qZERO Sustainability Scores for brands