The UK public appears to only have a limited understanding of some of the most commonly used corporate environmental terms, according to a new research.
The study, conducted by insights firm Trajectory and communications agency Fleet Street, examined the understanding of 20 sustainability terms among 1,000 UK adults.
According to the research, while terms like “net zero” and “recyclable” were considered to be well understood by over half the respondents, 59% and 54.8% respectively, concepts like “carbon-neutral” and “circular economy” remained confusing for a significant portion with only 14.9% and 4.4%, respectively saying they were well understood.
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Mark Stretton, co-founder of Fleet Street, emphasised the need for clearer communication, stating, “There’s a clear language barrier between businesses and the public on sustainability issues… Much more work needs to be done to engage consumers.” He pointed out that while companies invest heavily in sustainability, ”there’s massive work to be done on the language used.”
The research also suggests consumers display cynicism towards brands using climate change initiatives as an excuse to increase prices. However, it notes that they do resonate more with terms such as recyclable, using renewable energy, and reducing single-use plastic, suggesting this is down to the terms being functional, instructional, and practical, essentially telling the consumer what to do.
Building on this finding, the study authors recommend that companies prioritise practicality in their sustainability marketing. Instead of relying on abstract terms like “Circularity,” the suggestion is to provide concrete explanations.
For example, instead of saying “We’re dedicated to circularity,” a brand could state, “When you’re done with our product, return it to us. We’ll break it down and use the materials to create something new, minimising waste.” This transparency and clarity are more likely to resonate with consumers and build trust in a brand’s commitment to sustainability.
In essence, the study urges brands to move beyond buzzwords and focus on communicating their sustainability efforts in a practical and action-oriented way. It’s not just about saying you’re green, but demonstrating it through clear and tangible actions that empower consumers to participate in a more sustainable future.
The results mirror those from a study performed by the UK advertising standards agency (ASA), the consumer watchdog, which found that consumers were confused around the meaning of ‘carbon-neutral’ versus ‘net zero’.
As a result, in February 2023, the Committee of Advertising Practice (CAP) and broadcasting equivalent, BCAP, published updates to their advertising guidance: The environment: misleading claims and social responsibility in advertising to include guidance on the use of carbon-neutral and net zero claims in advertising.
