Plain-English Definition
Evaluating an environmental claim means separating the plain-English promise from the specific, checkable evidence behind it, and the conditions under which that evidence actually applies.
What the Claim Usually Means
Many readers evaluate claims by feel -- whether the packaging looks eco-friendly or the word choice sounds credible. That approach is unreliable because marketing language and evidence quality are not correlated.
What It Actually Proves
A structured evaluation (claim, evidence, context) can tell you whether a specific, narrow statement is well-supported. It cannot tell you whether a product is "good for the environment" overall -- that's rarely a single checkable claim.
What It Does Not Prove
This framework doesn't replace independent testing, and it can't verify facts that aren't publicly disclosed. Absence of evidence on a company's own materials is a data point, not proof of wrongdoing.
How It Is Measured
There's no formal measurement for "claim evaluation" itself; it's an editorial method. Keenly Green applies the same three-part framework -- Claim, Evidence, Context -- to every evidence page on this site.
Common Misunderstandings
- That a certification logo is self-verifying without checking what it actually covers.
- That vague claims and specific claims deserve the same level of trust.
- That the absence of a claim (e.g., no mention of packaging) means nothing was disclosed on purpose.