Sustainability has become one of the most heavily marketed claims in retail — and one of the least regulated. Almost every major brand now has a sustainability page, a recycled packaging initiative, and a commitment to net-zero by some conveniently distant future date. Most of it is theater. Here’s how to find the brands doing the real work. Third-party certification is the baseline. B Corp certification, Fair Trade certification, GOTS (Global Organic Textile Standard), Bluesign, and similar independent certifications require actual audits, not self-reporting.