Report shows that more than half of consumers perceive sustainability actions as misleading
Kantar released the 2023 Sustainability Sector Index, which reveals consumers’ attitudes towards sustainability.
This year, it became clear that people are more concerned about sustainability. However, companies still have room to improve and adapt to this new reality. According to Kantar, many companies are spreading false information about being sustainable, which is a problem in several sectors.
According to the global study, more than half of those interviewed believe that brands in all areas are not being honest when disclosing their sustainability actions. Participants state that the social media (60%), meat and meat products (58%) and clothing and footwear (57%) sectors are those that spread the most incorrect or unreliable information on the subject.
In the perception of Brazilians, the areas that stand out most negatively are meat and meat products (65%), skin care (65%), and fast food and restaurants (65%).
On the global stage, the sectors that are most confident in their sustainable actions, as perceived by consumers, are pet food (42%), baby care products (46%) and alcoholic beverages such as beer and wine (46% ). In Brazil, on the other hand, the segments of hybrid and electric vehicles (43%), baby hygiene products (46%) and pet food (46%) stand out.
The survey shows that the more consumers seek new sustainable solutions, the more they encounter situations of greenwash. As a result, 50% of people reduce their consumption or stop purchasing business products and services that could negatively impact the environment or society.
56% of Brazilian consumers have stopped purchasing products and services from companies that do not invest in sustainability or impact the planet. 77% of them still believe that business has a responsibility to make society fairer, and 67% argue that brands should take responsibility and solve climate and social problems.
People who are most impacted by environmental issues tend to feel more disinterest and falsehoods from companies. This undermines customers’ trust in brands. According to the 2023 Sustainability Sector Index, it is crucial that companies are transparent in their campaigns and changes to build more trust and promote values such as integrity, inclusion and identification.
