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The awareness and call for action on sustainability and circularity with increasing pressure from consumers, regulators, and employees is only becoming more profound. The data is clear: consumers care about sustainability in an intersectional way - both for the environment, and for improving the lives of communities, particularly historically marginalized groups. Brands with credible claims grow faster than those without them. However, data also shows that the modern consumer wants to feel connected to the impact beyond just seeing the claim and empathizes with what's tangibly happening on the ground. Through a series of case-studies this session tries to answer the fundamental question of how brands can use claims as a foundation and invite consumers along for the journey towards creating a positive impact on the planet and its people.