Consumers are becoming more insistent on transparency from brands regarding their eco practices, according to a study conducted by Bazaarvoice’s Influenster community. The study reveals that around 33% of consumers believe that brands are not fully transparent when it comes to using terms like “eco-friendly,” “sustainable,” or “green” in their marketing and packaging. Furthermore, 24% of respondents have the perception that brands use these terms solely to increase sales.
The research, which surveyed over 1,100 individuals from various age groups in the UK, also found that consumers expect the brands they support to have a responsibility in safeguarding both people and the planet through sustainable initiatives. A significant 88% of respondents agreed with this notion.
The study proposes that there has never been a more receptive market for sustainable initiatives, as 78% of consumers consider it important to use brands and products that are described as “green,” “eco-friendly,” or sustainable. Nevertheless, viral documentaries like Seaspiracy have cast doubts on the effectiveness of certain sustainable certifications and have influenced consumer perceptions in this regard.
So, how can brands overcome this lack of trust? The study suggests that brands need to be more transparent and authentic about their sustainability efforts. Consumers want to receive direct information from brands regarding their eco-friendly and sustainable practices. In fact, 60% of consumers actively search for a company’s sustainability initiatives on its website, blogs, and social media platforms.
When it comes to gathering information, consumers rely on various sources. Search engines are the most popular source at 50%, closely followed by Instagram and influencers at 48% each.
Ed Hill, SVP EMEA at Bazaarvoice, highlights the importance of open and transparent communication from brands. According to him, consumers want to support brands that align with their own values and beliefs. In an era of widespread sharing and direct influence on brand perception, brands should prioritize engaging with customers, learning from them, and encouraging their feedback. By utilizing the voices of their customers on their websites and social media platforms, brands can establish trust and respect among consumers.
In conclusion, consumers have a strong desire for eco transparency from brands and are increasingly cautious of greenwashing. Brands must make honesty, transparency, and communication about their sustainability efforts a priority in order to gain consumer trust. By actively engaging with customers and attentively listening to their feedback, brands can better align themselves with consumer values and beliefs. Ultimately, this will result in a strengthened brand reputation and increased customer loyalty in an era where consumer opinions have a significant impact on brand perception.
Useful links:
– https://www.greenbiz.com/article/how-lessons-greenwashing-can-help-leadership-diversity-inclusion
– https://www.sustainablebrands.com/news_and_views/marketing_comms/sustainable_brands/study_consumer_perceptions_unveil_potential
