Insight
Sustainability claims are everywhere, but true commitment is rare. Many companies promote eco-friendly initiatives, yet greenwashing remains a widespread issue. While certifications exist, they often come with high costs and requirements that favor large corporations with bigger budgets. Smaller businesses — despite genuine efforts — struggle to afford these credentials, making it difficult for consumers to distinguish real sustainability from mere marketing.
Idea
We created The Sustainability Trust Pledge, a social media-driven initiative that allows companies to publicly commit to sustainable business practices in front of consumers. By signing the pledge, businesses showcase their dedication to ethical and environmentally responsible operations — not through costly certifications, but through collective action and transparency.
How
Each time a company signs the pledge, a section of it is revealed in an Instagram post. The pledge is divided into multiple parts, and as new members join, more of it becomes visible — symbolizing a growing collective commitment. Each member is introduced through dedicated Instagram stories, reels, and a short profile under the post featuring their segment of the pledge. They also receive a membership number, a badge and their updates are continuously shared to amplify their visibility.
The website serves as an extension of this movement, reinforcing their presence and credibility. All of this is done voluntarily by LM & Co., ensuring that genuine eco-conscious businesses get the recognition they deserve — without financial barriers.
Why
Small sustainable businesses often lack access to expensive certifications, which can be financially and logistically out of reach. Through LM & Co., we wanted to create a free, trust-based certification for small and medium-sized eco-conscious companies. The Sustainability Trust Pledge not only validates their efforts but also provides them with valuable visibility, helping them grow and set new standards for ethical business.
By keeping membership and certification free, we ensure that only genuinely committed businesses participate — those whose sustainability efforts extend beyond marketing into their core values and everyday practices. Our goal is to build a community where real sustainability is the norm, not the exception.
"Sustainability Trust Pledge is an amazing project. It’s is similar to the well known third party certifications/verifications that focus on sustainability such as B-Corp., However STP is actually accessible to small and start-up businesses. The cost and administration to go through B-Corp is often prohibitive for small businesses, whereas Sustainability Trust Pledge is not only free, there is support in understanding the depths, authenticity, and integrity of your business line. Sustainability Trust Pledge has been an amazing experience for me, not only am I able to share a third party verification of my sustainability ethos, I've entered into a very supportive and like-minded community! I've had great conversations with other Trust Pledge members about the pains and logistics of growing a sustainable small business which has been unexpected but so valuable! It's also a great way to get exposure for your business, as folks who are looking to support sustainable operations can find the STP and easily explore the membership base. I've also just loved connecting with Laetitia discussing sustainability, best practices, and new ideas. I'm so grateful that she is doing this work, it's so valuable to businesses and consumers alike."
Elisabeth, member 0007
True North Farmacy