OUR APPROACH TO DATA

Ripples to Waves is built on rigorous, evidence-based analysis. Every insight, estimate, and recommendation you see is grounded in credible data and transparent assumptions.

Credible, science-based sources

Our work draws on 280+ sources, including peer-reviewed academic research, international scientific bodies, multilateral organisations, government datasets, and respected research institutes. These include globally recognised authorities on climate change, pollution, resource use, and biodiversity. We deliberately exclude speculative, anecdotal, or weakly substantiated claims.

Where high-quality, widely accepted estimates of personal or per-capita impact already exist, we use them directly to ensure consistency with established science.

Filling the gaps responsibly

In many areas, particularly when translating global impacts into individual lifestyle choices, robust per-person data does not yet exist. Where this is the case, we conduct our own analysis to estimate per-capita impacts using:

conservative, clearly defined assumptions
publicly available datasets
methodologies consistent with established scientific frameworks

Our aim is not false precision, but credible, decision-useful estimates that help people prioritise actions with the greatest potential impact.

Transparency and traceability

Every number we reference is backed by either:

a clearly cited external source, or
our own analysis based on disclosed assumptions and methodologies

If you ever want to understand where a figure comes from, how it was calculated, or what limitations it has, you can reach out to us directly. We are always happy to explain.

Ripples to Waves is developed in our free time, alongside full-time work. We do our best to keep the data up to date as major new reports and datasets are released, and we revisit our assumptions when better evidence becomes available. Sustainability science evolves, and this platform evolves with it.

Continuously evolving

How we estimate
individual impact

To assess the impact of individual lifestyle choices, we use three dimensions:

Greenhouse gas emissions and contribution to climate change
Contribution to environmental pollution and waste
Contribution to biodiversity loss

Why these three?

Because the challenges facing the planet are complex, and meaningful progress requires prioritisation. It is far more realistic, and far more effective, to reduce impact across several high-leverage areas than to aim for perfection across everything.

We also focus on dimensions where there is a clear, science- and data-based link between individual and household consumption and planetary outcomes. These three lenses allow us to compare actions consistently, highlight trade-offs and co-benefits, and identify where individual choices can most effectively support systemic change.

Ripples become waves when many people focus their effort where it matters most.

Ripples to Waves Project