Dubious sustainability practices deter clued up consumers

One in three consumers believe brands are not completely transparent when using terms such as ‘eco-friendly’, ‘sustainable’ or ‘green’ in their marketing and packaging. A quarter think brands just use such terms to sell products.

That’s according to research from Bazaarvoice, involving 1,100 UK respondents.

The overwhelming consensus is that the brands we put our faith into and purchase from have a responsibility to protect both the people and the planet by offering sustainable initiatives (88%).

78% of consumers feel it’s important to use brands or products that are described as ‘green’, ‘eco-friendly’ or sustainable.

Yet, as viral documentaries such as Seaspiracy question the efficacy of some sustainable certifications, just a quarter think brands are actually ‘mindful’ of their ecological footprint.

60% will actively search on brand websites, blogs and social media to understand what a company is doing to be more eco-friendly, sustainable or to discover what their ‘green’ initiatives are.

In fact, Instagram (48%) and influencers (48%) are now the second most popular source for consumers looking to educate themselves about sustainable practices, just behind search engines (50%).

Ed Hill, SVP EMEA at Bazaarvoice, comments: “Every year we see consumers become more aware of their ecological footprint, and sustainability is undeniably now a necessity for today’s shopper.”

“Consumers are already actively changing their lifestyles to be more sustainable, and it’s clear they want to trust that brands and retailers are following suit.”

“Uncertainty remains around how the actions of some retail corporations impact the planet, so the key for brands to garner trust and respect is to be open, transparent, and communicative about the ways they prioritise sustainability.”

He concludes: “Brands need to prioritise engaging with customers, learning from them, and encouraging their feedback, particularly as brands and retailers can now elevate website and social media platforms with the voice of their customers.”