Why Is It Important Not To Verify and Validate

Smarter sustainability sometimes means doing less, being more efficient, spending less money and resources, not more. Surprising? It shouldn’t be, because that is what sustainability means.

In the sustainability field, we often see the same pattern: measure more, document more, verify more. At first, this seems logical. How else can progress be tracked? Organisations verify data, verify claims, verify systems, verify processes – and then verify the verification. It appears normal because verification is designed to support trust and transparency. That is its purpose.

However, there's a new trend: the pressure to verify everything, even when it adds little or no real value. It may sound unusual, but sometimes the most responsible and effective choice is simply not to verify. Why? Over the past few years, the administrative workload linked to sustainability has grown unbearable. More standards, more reporting frameworks, more layers of checks. In some organisations, teams now spend more time gathering documents and preparing evidence than actually improving sustainability performance. This rising administrative burden has become a serious problem because verification, when overused, stops helping and starts getting in the way. It becomes harmful when it begins to replace action. Verification is essential when it ensures accuracy, protects credibility, and is genuinely necessary. But it can become an obstacle when:

1. The time spent preparing documents outweighs the benefit
2. Teams verify the same information repeatedly for different stakeholders
3. People focus on “proving” sustainability rather than doing sustainability
4. The process becomes so complicated that people avoid or no longer enjoy participating

This leads to a worse outcome and ironically enough, it is not sustainable!

It creates more paperwork, more frustration, and less real progress. A related issue is what we sometimes call “verification for verification’s sake” – when verification is carried out more to follow what the industry norm is or perhaps government requires than to add meaningful value. Legislative requirements are difficult to avoid, but we need to push back.

Imagine a retailer that decides to verify a long, detailed sustainability questionnaire that none of its suppliers actually use to make improvements. The verification adds no new insight – the suppliers have already provided reliable data – yet the organisation spends significant time and money simply to “keep up” with industry trends. This example illustrates a key point: just as important as deciding what to verify is deciding what not to verify.

It demonstrates something fundamental: the main focus should always be on activities that add real value. Choosing not to verify something until the smallest point does not mean lowering standards; rather, it is a strategic decision. Effective sustainability work is built on:

1. Clear priorities
2. Efficient processes
3. Smart use of resources
4. Actions that genuinely reduce environmental impact

A targeted approach ensures verification remains meaningful. In fact, less, when done right, can lead to better results. A more selective approach allows teams to focus on the areas that matter most, producing higher-quality verification and better overall outcomes.

When people are not buried in admin, they can:

1. Improve the accuracy of important data
2. Understand what the results actually mean
3. Act on findings
4. Have better conversations with suppliers
5. Make real sustainability improvements

When thinking about verification, the key question is not, “How do we verify everything?” It is, “Where does verification truly make a difference?” A healthy sustainable approach includes both verification and intentional non-verification. Verification builds trust. Non-verification ensures teams stay focused on meaningful action and deliver results.

Verification should follow impact, not formality. By focusing verification on areas that truly matter, organisations free up time and resources to make meaningful progress rather than being consumed by paperwork. Resisting the pressure for endless verification means being deliberate about where it is genuinely needed.

Sometimes, the smartest move is knowing when not to verify. Strategic non-verification is not about doing carelessly; it is about doing things more effectively. In sustainability, less can deliver far more impact.