BMC-09 · Brand model · WCRC Brand & Marketing Codex
Purpose Authenticity Index
Do consumers believe our purpose, or see greenwash?
What it is
Compares the purpose a brand claims with the action consumers can see, and flags the risk of being seen as greenwashing.
Built on the WCRC 50-parameter model · parameters used
- P4.1Decarbonisation
- P4.2Sustainability authenticity
- P4.3Social responsibility
- P4.7Purpose alignment
- P4.9Circular economy
Components
- Claimed purpose
- Perceived action
- Authenticity gap
- Greenwash risk flag
How it is scored
Authenticity = perceived action ÷ claimed purpose × 100. Under 70 raises the greenwash-risk flag.
Where and when to apply
- Before an ESG report or sustainability campaign
- Making claims such as "green", "natural" or "carbon neutral"
- Regulator or advertising-standards scrutiny of claims
Simulation · what-if
A brand with sustainability authenticity at 68 carries the greenwash flag (threshold 70). Substantiating its claims to lift that score 4 points to 72 clears the flag and raises the index by 0.8.
Indicative, all else unchanged. Your actual reading comes from a WCRC assessment.
What the client gets
Authenticity score and a greenwash-risk flag
Taught at WCRC School of Business
Company Directorship certificate · Brand & Marketing Strategy certificate
India lens
Read purpose through community and local impact, not only global ESG language.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Purpose Authenticity Index to work on your brand
WCRC runs the model on your own brand, benchmarked against five named competitors, from one primary assessment on the 50-parameter MegaBrands framework. You get the reading, the gaps and a plan your team can act on.
Or write to consulting@wcrcint.com