The depth of the public’s confusion and distrust, however, is worth noting:
- 22% of consumers aren’t sure about the accuracy of environmental claims made by brands (that’s a 200% increase over the past five years)
- 10% don’t know how well companies carry out their “environmental responsibilities” (a 300% increase over the same time period)
We feel like these numbers are too low, because 100% of consumers should be “unsure” of environmental claims made in ad and marketing content. (You can blame our cynicism and our experience in marketing and PR.)
Maybe these consumers are just afraid to admit how little they know.