A staggering number of consumers believe that at least some brands engage in greenwashing, according to research from brand engagement platform PicoNext.
The study, titled “Digital Product Passports: Unlocking Sustainability Transparency,” surveyed 1,001 online consumers in the US and Europe to gauge their attitudes towards sustainability transparency.
The findings suggest that while sustainability remains a crucial factor in purchasing decisions for many consumers, there is a widespread perception of greenwashing practices. Over 70% of respondents stated that sustainability influences their purchasing decisions, yet a staggering 91% expressed their belief that some brands engage in “greenwashing”.
This disconnect highlights the need for brands to increase transparency and provide consumers with verifiable sustainability information. Respondents expressed a strong desire to verify product authenticity (34.7%), brand claims (33.7%), and recycling guidance (33.7%).
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Many companies now release sustainability reports, despite this, consumers face obstacles in understanding them, with many finding them too complex to understand (40%), too long (38.4%), or too difficult to find (36%).
One solution presented as part of the PicoNext report is the adoption of Digital Product Passports (DPPs). DPPs are EU-proposed digital IDs for products that track their journey from raw materials to disposal. They provide consumers with clear and easy-to-understand information about a product’s sustainability impact.
But DPPs may offer more than just environmental benefits. Those surveyed believe they also present an opportunity to engage with their customers, such as the potential to earn rewards for their loyalty (46.5%), stay updated on product and service offerings (36.3%), and discover relevant product recommendations (32.5%).
Sustainable Future News previously spoke with PicoNext’s Founder & CEO, Dave Dickson to learn more about the platform and how it can help businesses demonstrate their sustainability transparency, avoid greenwashing, and comply with new and upcoming laws — read here.
