Green claims are everywhere
In 24 hours, our researcher documented 122 green claims across 17 sectors from groceries, personal care products, banking, and superannuation.
Only 39 of 122 green claims had any supporting evidence or verification to provide confidence that the claim was accurate or meaningful.
74% of people recall seeing green claims on product labels.
Consumers are using green claims to make purchasing decisions. 45% of Australians always or often consider sustainability as part of their purchasing decision-making.
Young Australians and people who say they care about sustainability are more likely to recall and rely on green claims.
The top sectors where consumers are making purchases because of green claims:
Consumers are worried that many green claims they see aren’t true
At least 50% of people said they were worried about green claim truthfulness across every sector.
Consumers are more likely to trust green claims from a local or small business, or claims that are accompanied with a trustmark.
56% of people said they are more likely to trust a green claim made by both small or local businesses and Australian businesses, while only 29% said they would trust green claims made by an international business.
Many consumers assume that a trusted third party is fact-checking green claims.
45% of Australians think someone checks green claims before they are used, either government, industry associations or Ads Standards.
Consumers will react strongly if they find out a business has been greenwashing
47% of consumers said they would stop buying from a business if they found it the business had engaged in greenwashing.
35% said they would warn their friends and family not to shop with that business.
We want a future where consumers can trust green claims. This means that green claims will need to be both accurate and meaningful, helping people to find options that genuinely contribute to sustainability efforts.
To create this future, we need businesses, regulators and governments to take concrete steps to remove unhelpful or misleading green claims and to get better quality information into the hands of consumers.
CPRC welcomes the opportunity to work further on this issue with government, regulators, policy makers, academia and the community sector. If you are in one the above groups and would like a one-on-one briefing for your organisation, contact Kristal Burry on firstname.lastname@example.org
Policy and Program Director
Kristal Burry, has extensive experience in the energy and water sectors. Kristal has worked for the federal government on a range of energy issues from electricity and gas pipeline regulation through to residential energy efficiency measures.