Mistrust and rejection: The impact of greenwashing and social washing on brands
Nov. 9, 2023 | By Kantar
Kantar’s Sustainability Sector Index 2023 provides insights from 32,000 interviews across 42 sectors in 33 countries to help brands understand what sustainability means in their sector, how consumers perceive brands, and how to build trust and leadership in this crucial area.
One of the most alarming findings of the study is the universally high levels of consumer concern about greenwashing and social washing. More than half of consumers around the world believe that brands across all industries are misleading with their sustainability claims. So, why are greenwashing fears so widespread, and what is the way forward for brands?