Research shows consumers have little understanding of important sustainability terms and are looking to brands to help them get to grips with environmental issues. But consumer trust is quickly destroyed by the use of vague and imprecise words like ‘green’ and ‘eco conscious’.
Most people (90%) want brands to talk about their sustainability initiatives, according to research by Trajectory and Fleet Street. Consumers want to make sustainable choices, with 68% saying they are more likely to buy from a brand with a clear environmental strategy that they talk about in a no-nonsense way.
Just 4% of respondents indicated they completely understood what is meant by the ‘circular economy’. At Context, we define it as ‘a waste-free way to produce and consume’. Though still very much in development, ‘this state of nirvana eliminates waste and pollution and recirculates products and material while regenerating nature’.
Other terms which confuse people are ‘traceability’ (just 10% completely understand), carbon offsetting (11%) and biodiversity (12%). We also have handy definitions for these too in our Little Book.
Meanwhile, consumers feel more confident about terms like ‘recyclable’ (58% completely understand), ‘reducing single-use plastic’ (47%) and ‘locally sourced/grown’ (40%). They also prefer these terms, giving them higher scores when asked how positively they view the word or phrase.
Why?
According to Trajectory, consumers want brands to talk about what they are doing in ways that are ‘practical, specific and instructional’. Labelling something as ‘recyclable’ tells people what they should do with the used packaging. ‘Locally sourced’ or ‘reducing single-use plastic’ are equally descriptive and make it clear what the brand has done to improve its products.
Trajectory suggests brands flip how they talk about things. Instead of describing a product as ‘biodegradable’, say that it is ‘recyclable at home’ if it will break down in a home compost bin. We agree.
Also be wary of vague terms. Just over one-third of respondents (35%) felt they knew what was meant by ‘environmentally friendly’, while 26% were confident about ‘eco friendly’, 24% understood ‘green’ and 10% understood ‘eco conscious’. People tended to view these words less favourably.
It is perhaps unsurprising that consumers are confused by these terms. They are generic and have been heavily misused, which is why they have been specifically singled out by the EU in its greenwashing directive, currently being rolled out across Europe. They also fall foul of the US Federal Trade Commission’s Green Guides and the Green Claims Codein the UK. They are definitely terms to avoid.
Many brands are taking action to address the climate and nature crises, supported by consumers. Almost half of respondents felt brands have a responsibility to act on climate change (47%) and are sincere in their efforts to make a difference (48%). But there is a clear language barrier standing in the way – one that is made worse by the use of words that are vague or poorly understood.
We know it’s tough to know your bioplastics from your blockchain. Context’s Little Book: (Nearly) everything you always wanted to know about corporate sustainability covers off these and over 300 other sustainability terms and definitions. Why not take a look next time you are telling customers about your sustainability strategy, or talk to us how we can support your company’s sustainability strategy, reporting and communications?
