Dutch startup Dayrize, has launched a sustainable marketplace featuring an AI-powered vetting to assist consumers in making informed decisions about a product's environmental impact.

The proprietary sustainability assessment tool assesses the environmental impact of any product sold on the website "in minutes instead of months," while also ensuring that every vendor on the site is completely transparent about their sustainability credentials.

A ‘Dayrize Score' is assigned to each product based on an evaluation across five key pillars throughout the full product cycle, from raw material extraction to disposal. This aims to give a comprehensive assessment of a product's sustainability performance, allowing buyers to evaluate the sustainability of all items in the marketplace without having to leave the platform.

It assesses and standardizes the environmental effect of any product on the site using artificial intelligence to analyze product sourcing, manufacturing information, and various relevant datasets.

The ‘Dayrize Score’, developed by a team of scientists, is based on the principle that a genuinely sustainable product (a score of 100) is one that fulfills a meaningful purpose, is designed in a circular manner, is non-hazardous, responsibly sourced, fully recyclable, and regenerative.

The score takes into account circularity, or how well a product reduces waste by reusing and recycling resources to create a closed-loop system, as well as climate impact, which considers how greenhouse gas-intensive the product's production was, and ecosystem impact, which considers the product's impact on biodiversity and water depletion.

It also considers how each product affects the health and well-being of those engaged in its development, as well as how significant a product's mission is, based on the value it offers and it’s potential to be a good accelerator.

Dayrize was created to meet the needs of a growing conscious consumer base looking to buy sustainable products but finding it difficult to find trustworthy marketplaces that sell them, as well as deciphering the many labels and claims on the environmental performance of products and companies, according to the start-up.

Shoppers on the Dayrize website will also be able to view their ‘Dayrize Savings,' which will help them understand the impact their purchases make on the environment. Shoppers will be able to see how much CO2, water, and land have been saved as a result of their purchases.

Vincent Hoogduijn, Dayrize's chief executive and co-founder, said that most consumers have the intention to buy sustainably, but have regrettably been neglected by the complicated process of analyzing the actual impact their purchase has on the planet. Many businesses have added to the uncertainty by greenwashing, unwittingly creating a feeling of skepticism in many consumers.

Hoogduijn added that at Dayrize, they sought to make the process of determining a product's sustainability precise and simple for the ordinary customer. They've put in the hard effort to create a ground-breaking standard that makes sustainable purchasing simple and accessible to everyone. They believe that by doing so, individuals will realize how minor adjustments in their shopping patterns may add up to huge differences for our planet.

Along with assisting customers in making more sustainable purchasing decisions, the cleantech start-up also assists its brand partners by providing continuous information and insights on how to enhance the sustainability of their products and increase their "Dayrize Score."

Dayrize will give information on the environmental effect of products and practical suggestions on how to improve sourcing and production to brands who can't afford to undertake sophisticated and pricey product Life Cycle Assessments. Dayrize will also contribute 5% of its annual revenues to help its brand partners rethink their goods and value chains to lower their impact.

The Dayrize marketplace sells women's and men's clothes, accessories, and footwear, as well as health and beauty products and homeware. Aqua and Rock, Komodo, Lauren Razek, Loop Cashmere, Meander Apparel, Rejean Denim, Swole Panda, and Up-Fuse are a few of the fashion brands represented.