Desiring green products, consumers are wary of brands’ eco credentials | WARC | The Feed

Desiring green products, consumers are wary of brands’ eco credentials

At least a third of consumers believe brands are not totally transparent with their practices when using terms like ‘eco-friendly’ or ‘green’, according to new research, a response that comes at a time of heightened concern around the environment for consumers.

The research

Based on a survey of 1,100 UK respondents from Bazaarvoice, a global shopper tech and insight firm, the research shows that a vast majority want to live and shop sustainably. 78% of these consumers, from a panel that does admittedly skew younger as a result of being online, feel it’s important to use products described as green. 

People are both searching for and encountering more information about ecological practices, with Instagram (48%) just behind search engines (50%) as key sources. But just 24% think brands are actually mindful of their ecological footprint.

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%).

Key quote

“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” – Ed Hill, SVP EMEA, Bazaarvoice.

Sourced from Bazaarvoice