Sustainability standards depend on third-party audits to provide assurance that a certified operator is meeting the standard. These are usually based on an assessment of practices and processes that are expected to deliver positive outcomes for people and the environment, rather than on the actual outcomes achieved. Moving towards an assurance model that measures outcomes directly would enable sustainability standards and certified producers to better communicate their impact, while also providing valuable information to help improve and strengthen standards and practices. It would also encourage innovation and flexibility, enabling producers to concentrate more on achieving results than following processes.