Over half (52%) of UK consumers are likely to trust Environmental, Social and Governance (ESG) claims from supermarkets, new research shows.
According to a ‘50 Shades of Greenwashing‘ report by research, measurement and evaluation consultancy Sensu Insight, while supermarkets were found to be the companies most trusted, food or drink brands were also top of the list for 46%.
However across all sectors, a third of the 1,682 adults surveyed expect environmental claims from companies to be slightly exaggerated and 14% don’t believe them at all.
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This comes as a result of 71% assuming thats claims are unlikely to be certified or checked by an independent expert or regulator.
“The result of our survey reveals a society sceptical of the motivations of businesses. We are increasingly living in a cynical age where accusations of ‘fake news’ make us more likely to question everything that we hear,” Sensu Insight managing director, Steve Leigh said.
“When such suspicions are amplified through social media, it can feel like every ‘fact’ is being challenged and undermined. This makes genuine ESG initiatives and claims particularly hard to communicate effectively.”
Leigh added that “if businesses are to convey authenticity and launch a new sustainability initiative effectively, they need to communicate with transparency and honesty.”
He said they can do this by ensuring all messaging is consistent and backed up by independent evidence as “this is most likely to gain the trust of the public and other organisations.”
