×
2 127
Fashion Jobs
DAVID JONES
Sales Manager - Sunshine Plaza - David Jones
Permanent · Sunshine Coast
DAVID JONES
Supply Chain Business Partner - Country Road Group
Permanent · Melbourne
DAVID JONES
Project Manager - Country Road Group
Permanent · Melbourne
LOVISA
Manager in Training | sa | Adelaide Stores
Permanent · Elizabeth
DAVID JONES
Sales Manager Opportunities Across Our Vic Stores
Permanent · Melbourne
DAVID JONES
Finance Business Partner - Real Estate
Permanent · Dallas
DAVID JONES
Sales Manager Opportunities Across Our Nsw Stores
Permanent · Sydney
SPORTS GIRL
CRM & Email Marketing Specialist
Permanent · Melbourne
SUZANNE GRAE
Ecommerce Operations Coordinator
Permanent · Sydney
DAVID JONES
Commercial Finance Analyst - Country Road Group
Permanent · Melbourne
NIKE
Marketplace Operations (Mpo) Business Analyst
Permanent · Melbourne
H&M
IT Manager (Local Service Owner)
Permanent · Sydney
LOVISA
Manager in Training | Nsw | Western Sydney
Permanent · Parramatta
DAVID JONES
Merchandise Planner - Beauty
Permanent · Melbourne
ESTÉE LAUDER
Clinique - Consultant - Central Coast Kotara - Part Time
Permanent · Central Coast
ESTÉE LAUDER
Area Sales Manager - Victoria
Permanent · Melbourne
ESTÉE LAUDER
Area Sales Manager - Queensland
Permanent · Brisbane
SHEIKE
Ecommerce Manager
Permanent · St Peters
DAVID JONES
Regional Head of Risk & Compliance
Permanent · Melbourne
ESTÉE LAUDER
Clinique - Consultant - Myer Southland Melbourne - Part Time
Permanent · Melbourne
FOOT LOCKER
Manager in Training
Permanent · Chadstone
DAVID JONES
IT Business Analyst
Permanent · Melbourne
Published
Jul 29, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Consumers seek eco transparency from brands, less greenwashing

Published
Jul 29, 2021

Consumers want more transparency from brands around their eco practices with nearly a third of them thinking not enough is being done, while almost a quarter think there’s too much ‘greenwashing’ simply to improve sales.


Photo: Pixabay/Public domain



That’s according to a study of Bazaarvoice’s Influenster community that said 30% of “consumers believe brands are not completely transparent with their practices when using terms such as ‘eco-friendly’, ‘sustainable’ or ‘green’ in their marketing and packaging. [And] 24% believe brands just use such terms to sell products”.

The company conducted its research among over 1,100 respondents in the UK across age ranges from Gen Z up to Baby Boomers.

And it found consumers believing that “the brands we put our faith into and purchase from have a responsibility to protect both the people and the planet by offering sustainable initiatives (88%)”.

And there “has never been a market more open to it”, we’re told. That’s because as many as 78% of consumers feel it’s important to use brands or products that are described as ‘green’, ‘eco-friendly’ or sustainable. 

Green claims currently permeate both fashion and beauty marketing with ambitious claims being made. But Bazaarvoice said that viral documentaries such as Seaspiracy “question the efficacy of some sustainable certifications” and are clearly having an impact on consumer perceptions.

So how can brands get over the mistrust? The study said that consumers “want to hear more from brands on their sustainability efforts, as long as it’s authentic”. 

Some 60% of consumers will actively search on brand websites, blogs and social media to understand what a company is doing to be more eco-friendly, sustainable or to discover what their ‘green’ initiatives are. 

Overall, they get their information from a wide variety of sources, but search engines are the most popular source (50%), followed closely by Instagram (48%) and influencers (48%).

Ed Hill, SVP EMEA at Bazaarvoice, said: “Uncertainty remains around how the actions of some retail corporations impact the planet, so the key for brands to garner trust and respect is to be open, transparent, and communicative about the ways they prioritise sustainability.

“Fundamentally consumers want to support brands whose values and beliefs mirror their own, and we are now in an age when consumer opinions can be shared on a large scale and directly influence brand perception. Brands need to prioritise engaging with customers, learning from them, and encouraging their feedback, particularly as brands and retailers can now elevate website and social media platforms with the voice of their customers.”

Copyright © 2021 FashionNetwork.com All rights reserved.