Earthmark Appoints Jack Baine and David Connor as Expert Advisors

As retailers and brands face tighter green‑claims rules, CSRD/ESRS expectations and growing scrutiny over environmental claims, credible and methodologically sound data is the foundation of trust.

Today we’re introducing two new expert advisors who will help ensure Earthmark’s benchmarking is transparent, defensible and aligned with leading standards: Jack Baine and David Connor.

Why expert advisors matter for Earthmark

Earthmark’s mission is to make corporate environmental performance easy to understand, compare and act on. That only works if our methodology is:

• Robust – grounded in recognised frameworks and data standards

• Transparent – clear about assumptions, limitations and update cycles

• Challenged – regularly stress‑tested by independent experts with relevant expertise

Our expert advisors are not operational executives; they are independent voices who review our approach, ask hard questions and help us raise the bar on credibility and clarity. Their role is to support good governance, not to endorse specific products or claims.

Jack Baine – expert advisor on reputation, transparency and communications

Jack Baine is a senior communications leader with a track record spanning agency and in‑house PR experience. He spent six years in senior agency roles at Good Broadcast, leading campaigns for major clients, before becoming Global Director of PR and Corporate Communications at Trustpilot, where he managed brand reputation, issues management and proactive storytelling.

Before moving into PR, Jack spent more than two decades at the BBC, holding senior editorial roles in TV and radio, reaching audiences across the UK and the world. It was there he built the instincts that still define his approach: how to spot a story before it breaks, how to handle a newsroom under pressure, and how to communicate clearly when the stakes are high.

At Earthmark, Jack will focus on:

• How we communicate our methodology and results to businesses, partners and the public

• Ensuring our messaging around environmental performance is clear, accurate and responsible

• Supporting the team on reputation, issues management and transparency as we scale

David Connor – expert advisor on methodology, sustainability strategy and stakeholder alignment

David Connor is a 25‑year founder, impact diplomat, and recognised thought leader specialising in multi‑stakeholder alignment, progressive business advocacy, and systemic change. He brings extensive experience in strategy and ecosystem translation, advising organisations ranging from early‑stage startups to multinational corporations, local authorities, and higher education institutions.

Having pioneered the world’s first UN‑recognised SDG localisation model, David bridges high‑level policy targets with pragmatic, commercial execution. With a strong international track record across the US and global communications sectors, he excels at translating complex sustainability agendas into compelling, high‑trust narratives that align diverse stakeholders and mobilise dynamic ecosystems for action.

At Earthmark, David will focus on:

• Reviewing and challenging our benchmarking methodology and how it maps to leading frameworks

• Helping us align our work with policy, SDGs and emerging sustainability regulation

• Advising on how we engage multi‑stakeholder ecosystems – retailers, brands, investors and civil society – around credible environmental data

How this supports Earthmark’s vision

Earthmark exists to help businesses understand and improve their environmental performance, and to give customers and partners confidence in the claims they see.

Bringing on Jack and David strengthens three core pillars of that vision:

• Methodology: independent expert review of how we measure, compare and present environmental data

• Reputation: clear, responsible communication that stands up to scrutiny from customers, partners and regulators

• Governance: structures and voices that support transparency, accountability and long‑term credibility

As we deepen our retailer partnerships and expand our data coverage, having trusted experts challenge and shape our approach is central to how we build trust.

What’s next

Over the coming months, Jack and David will work with our team to:

• Map our current methodology against relevant standards and frameworks

• Identify areas where we can improve clarity, documentation and transparency

• Support external communications that explain what our benchmarks mean and how they should be used

Our current methodology, data sources and governance approach are documented on our Methodology page, where we’ll publish all future updates and refinements. In the meantime, we’re grateful to Jack and David for joining us on this journey, and for backing Earthmark’s vision of credible, accessible environmental benchmarking.

If you’d like to discuss how Earthmark can support your sustainability, ESG or communications goals, get in touch today.