×
177
Fashion Jobs
AESOP
Retail Consultant | Part-Time (30 Hours) & Full-Time | Aesop City of Stockholm
Permanent · STOCKHOLM
ASICS
Sales Representative
Permanent · Stockholm
PUMA
Senior Key Account Manager Sportstyle Nordic
Permanent · Solna
H&M
Global Head of Marketing h&m Sport
Permanent · Stockholm
H&M
Project Leader For Material Certification And Material Trademark Within Group Compliance
Permanent · Stockholm
PUMA
Project Manager IT Sap
Permanent · Solna
H&M
Art Director – h&m Group Communications
Permanent · Stockholm
H&M
Data Analyst to Predictive Analytics Team @h&m Business Tech
Permanent · Stockholm
H&M
Data Analyst to an Inventory Optimization Team in Business Tech
Permanent · Stockholm
H&M
Business Minded Data Specialist to h&m Group
Permanent · Stockholm
H&M
Scrum Master (Service Now) to Support And Operations Toolings Team at h&m Business Tech
Permanent · Stockholm
H&M
we Are Looking For Business Intelligence Analysts to Group Expansion, h&m
Permanent · Stockholm
H&M
Business Intelligence Analyst
Permanent · Stockholm
H&M
Cyber Security Trainer
Permanent · Stockholm
H&M
Security Advisor
Permanent · Stockholm
H&M
h&m is Looking For a Business Expert For Allocation Precision
Permanent · Stockholm
H&M
Power bi Specialist to Kpi Dashboards Within Business Tech
Permanent · Stockholm
H&M
ai Learning & Development Manager
Permanent · Stockholm
H&M
Import-Export Manager to h&m Distribution Centre in Eskilstuna
Permanent · Eskilstuna
H&M
Scrum Master to Support & Operation Tooling, Monitoring & Insights Team at h&m Business Tech
Permanent · Stockholm
H&M
Business Expert Full-Stack 3d Garment Specialist
Permanent · Stockholm
H&M
Digital Product Owner to Inspire & Discover
Permanent · Stockholm
Published
Jul 29, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Consumers seek eco transparency from brands, less greenwashing

Published
Jul 29, 2021

Consumers want more transparency from brands around their eco practices with nearly a third of them thinking not enough is being done, while almost a quarter think there’s too much ‘greenwashing’ simply to improve sales.


Photo: Pixabay/Public domain



That’s according to a study of Bazaarvoice’s Influenster community that said 30% of “consumers believe brands are not completely transparent with their practices when using terms such as ‘eco-friendly’, ‘sustainable’ or ‘green’ in their marketing and packaging. [And] 24% believe brands just use such terms to sell products”.

The company conducted its research among over 1,100 respondents in the UK across age ranges from Gen Z up to Baby Boomers.

And it found consumers believing that “the brands we put our 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”, we’re told. That’s because as many as 78% of consumers feel it’s important to use brands or products that are described as ‘green’, ‘eco-friendly’ or sustainable. 

Green claims currently permeate both fashion and beauty marketing with ambitious claims being made. But Bazaarvoice said that viral documentaries such as Seaspiracy “question the efficacy of some sustainable certifications” and are clearly having an impact on consumer perceptions.

So how can brands get over the mistrust? The study said that consumers “want to hear more from brands on their sustainability efforts, as long as it’s authentic”. 

Some 60% of consumers will actively search on brand websites, blogs and social media to understand what a company is doing to be more eco-friendly, sustainable or to discover what their ‘green’ initiatives are. 

Overall, they get their information from a wide variety of sources, but search engines are the most popular source (50%), followed closely by Instagram (48%) and influencers (48%).

Ed Hill, SVP EMEA at Bazaarvoice, said: “Uncertainty remains around how the actions of some retail corporations impact the planet, so the key for brands to garner trust and respect is to be open, transparent, and communicative about the ways they prioritise sustainability.

“Fundamentally consumers want to support brands whose values and beliefs mirror their own, and we are now in an age when consumer opinions can be shared on a large scale and directly influence brand perception. Brands need to prioritise engaging with customers, learning from them, and encouraging their feedback, particularly as brands and retailers can now elevate website and social media platforms with the voice of their customers.”

Copyright © 2022 FashionNetwork.com All rights reserved.