We all know the negative effects “greenwashing” has had on consumer’s perceptions of brand’s claims. Not only does it make them skeptical of the product itself, but it can turn them against the brand overall. With access to information instantly available at our fingertips, consumers are researching and evaluating products now more than ever before they purchase to determine not only the stated efficacy of a product but also how the brand overall aligns with their beliefs and values.
Harris Poll research commissioned by Google Cloud found that “82% of shoppers prefer a consumer brand’s values to align with their own, and they’ll vote with their wallet if they don’t feel a match. Three-quarters of shoppers reported parting ways with a brand over a conflict in values.”¹
Compared to the past, a brand’s eco-friendly practices are becoming increasingly more important. A 2023 survey from CleanHub found, “Shoppers are zooming out to evaluate a brand’s broader environmental and social footprint before making a purchase. Kantar research backs this up, noting that sustainability is the “driver of corporate reputation, contributing 45% to people’s positive perceptions of a company.”²
Recent studies confirm this. “A majority of today’s consumers (52%) are especially interested in supporting sustainable brands. 66% of shoppers are seeking out eco-friendly brands and products and 55% say they will pay more for sustainability.”³
Yet more than 50% of consumers surveyed by CleanHub expressed doubt over “the authenticity of brands’ clean beauty claims”² and 72% think that companies and brands overstate their sustainability efforts.³
How can this be avoided, and brands earn customer trust and loyalty?
Most importantly, brands should be transparent and include evidence to support their claims, including using clear, precise and jargon-free language. The easier a brand makes it for consumers to understand their true commitment to sustainability, the greater the likelihood a customer will believe it. They should also use verifiable credentials and evidence to validate their claims. If possible, include recognized industry certifications, such as “Leaping Bunny” or “FSC” on all marketing materials, including primary or secondary packaging.
To learn more about sustainable secondary packaging, including eco-friendly papers, vegetable inks, or soft-touch aqueous coatings, visit our website here.
1. https://consumergoods.com/new-research-shows-consumers-more-interested-brands-values-ever
2. https://www.gcimagazine.com/ingredients/launches-claims/article/22922373/shell-chemical-lp-57652-performance-sustainability-are-the-future-of-beauty
3. https://cloud.google.com/blog/topics/consumer-packaged-goods/data-shows-shoppers-prioritizing-sustainability-and-values
Frequently asked questions
How does greenwashing affect consumer trust in beauty brands?
Greenwashing makes consumers sceptical of the product itself and can turn them against the brand overall. Shoppers now research products before buying, checking both the stated efficacy and how the brand aligns with their values, so overstated claims are easily questioned. More than half of consumers surveyed doubted the authenticity of brands' clean beauty claims.
Do shoppers care whether a brand's values match their own?
Yes. Harris Poll research commissioned by Google Cloud found 82% of shoppers prefer a consumer brand's values to align with their own, and three quarters reported parting ways with a brand over a conflict in values. Shoppers increasingly look at a brand's wider environmental and social footprint before they buy.
Will consumers pay more for sustainable products?
Some will. A study cited in the post found 52% of consumers are especially interested in supporting sustainable brands, 66% seek out eco-friendly brands and products, and 55% say they will pay more for sustainability. The same research found 72% think companies overstate their sustainability efforts, so claims need evidence.
How can a brand make sustainability claims that consumers believe?
Be transparent and support every claim with evidence, using clear, precise and jargon-free language. Use verifiable credentials and, where possible, recognised certifications such as Leaping Bunny or FSC on marketing materials and on primary or secondary packaging. The easier a commitment is to understand, the more likely customers are to believe it.
Sources
- New Research Shows Consumers More Interested in Brands' Values Than Ever, Consumer Goods Technology
- Performance and Sustainability Are the Future of Beauty, Global Cosmetic Industry (GCI) Magazine
- Data Shows Shoppers Prioritizing Sustainability and Values, Google Cloud
