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30th July 2021 New research from Bazaarvoice’s Influenster community reveals that 1 in 3 UK consumers believe brands are not completely transparent with their practices when using terms such as ‘eco-friendly’, ‘sustainable’ or ‘green’ (30%) in their marketing and packaging. A quarter (24%) believe brands just use such terms to sell products. The overwhelming consensus is that the brands consumers put their faith into and purchase from have a responsibility to protect both the people and the planet by offering sustainable initiatives (88%), and there has never been a market more open to it. The research discovered that over three quarters (78%) of consumers feel it’s important to use brands or products that are described as ‘green’, ‘eco-friendly’ or sustainable. Yet, as documentaries such as Seaspiracy question the efficacy of some sustainable certifications, just a quarter (24%) think brands are actually ‘mindfulâ€

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