According to iStock research, the majority of consumers do not trust the sustainability arguments of companies
Sustainable practices have become a subject of extreme importance in the corporate world and, consequently, for society in general. According to data presented by VisualGPS, from iStock, the theme “climate crisis” rose to the top of the list of concerns of individuals all over the world, mainly in Brazil.
This concern has a direct impact on the consumer’s purchase decision and, according to the survey, about 92% of Brazilians believe that it is important for the company to have sustainable business practices, but even so, more than half claim that it is too much work to research the product. what brands are actively doing to mitigate threats to the environment.
With environmental awareness growing significantly in recent years, iStock data has shown that there has also been an increase in consumer distrust of claims of socio-environmental practices by companies and brands that dominate the market. In the analysis, VisualGPS found that 82% of Brazilians interviewed believe that products are designed to look more ecological than they really are.
This suspicion is also accompanied by skepticism regarding products labeled as “environmentally friendly”, as the analysis showed that respondents see the slogan as a marketing ploy and believe that companies claim to comply with ESG standards (acronym in English for environmental, social and corporate governance standards), but do not show sufficient evidence of this.
Historically, in different industries, advertising campaigns have promoted the idea of individual responsibility. We are used to seeing images that highlight particular sustainable practices, from recycling to cycling and using reusable shopping bags. These concepts, mostly driven by brands and public policy, reinforce the idea that sustainability is an individual responsibility, explained Dr. Rebecca Swift, Global Head of Creative Insights at iStock.
Survey findings also indicated that people believe that sustainability is a shared responsibility. However, to date, research shows that the expectations of each subject involved seem to be placed mainly on others, and not on themselves.
“From our VisualGPS findings, people believe that the government is the primary actor responsible for addressing sustainability efforts and environmental concerns related to global climate change. Respondents believe that businesses are just as responsible as individuals when it comes to protecting the planet and disseminate sustainable practices, added the doctor.
According to the Edelman Trust Barometer 2023, one in five people surveyed want business to play a greater role in climate change. The same survey found that respondents have low trust in the government and, on the other hand, revealed that companies continue to gain trust around the world and are the only institution seen as competent and ethical, showing that companies, no matter the size, are positioned to close the sustainability confidence gap.
As the climate crisis accelerates, consumers are becoming more informed about what is sustainable, how it affects the environment, who is responsible, and whether they trust companies’ claims about whether or not they are environmentally friendly. In turn, companies must choose visual messages appropriate to the occasion, concluded Dr. Rebecca Swift.
