In recent years, the concept of sustainability has gained significant prominence in various industries as consumers become increasingly conscious of their environmental impact and social responsibility. As a result, businesses have been forced to adapt to this shifting consumer mindset and integrate sustainable practices into their operations. The question of whether consumers truly care about a brand's sustainability credentials before making a purchase is a complex one which Feefo wanted to get to the bottom of.<h3>Growing concerns from eco-conscious consumers</h3>It's essential to recognise that there is a growing segment of consumers who prioritise sustainability when making purchasing decisions. These eco-conscious consumers actively seek out products and services from brands that demonstrate a commitment to environmental preservation, ethical sourcing, and responsible manufacturing processes. For them, a brand's sustainability credentials can be a decisive factor in their purchase choices. Surveys and studies have consistently shown that a significant portion of consumers are willing to pay a premium for products and services that align with their values of sustainability.<h3>A change in consumer purchasing behaviours</h3>The increasing global awareness of climate change, resource depletion, and social issues has led to a change in consumer behavior. Many individuals are now more informed about the consequences of their consumption patterns and want to contribute to positive change. Sustainable brands often resonate with these consumers, providing them with a sense of purpose and aligning with their personal values. This emotional connection can create long-term loyalty and advocacy, as these consumers tend to share their positive experiences with friends and family, thus influencing others to consider sustainability in their purchase decisions.<h3>Consumers are wary of misleading green claims</h3>There is a level of skepticism among some consumers regarding greenwashing – the act of misleadingly presenting a company or its products as environmentally friendly. As the sustainability trend gains momentum, some brands may try to capitalise on it without genuinely incorporating sustainable practices. This skepticism could lead some consumers to question the authenticity of sustainability claims and undermine the overall impact of such marketing strategies.<h3>Feefo partnered with ethy</h3>This is one of the key reasons why Feefo partnered with <a href="https://ethy.co.uk/for-partners/ethy-x-feefo" target="_blank">ethy </a>to launch our <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution" target="_self">Sustainability Awareness Solution</a>. We wanted consumers to trust the credentials a brand was promoting, and we wanted brands to be able to shout loudly and proudly about their hardwork without fear of greenwashing.By combining Feefo and ethy's beliefs around being honest and transparent, coupled in with the fact that both businesses verify everything before allowing content to be published, we successfully launched our Sustainability Awareness Solution using <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels" target="_self">consumer friendly verification marks </a>that can be displayed alongside a brands verified Feefo reviews. Proving that authenticity is genuine.<h3>In conclusion</h3>As sustainability continues to be a focal point of public discourse and consumers' values, brands that genuinely embrace sustainable practices and engage in transparent communication are likely to see greater benefits in terms of customer loyalty, positive brand perception, and long-term success.<h2>Watch our webinar on the topic of verified reviews and sustainability</h2>

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Do consumers care about a brand's sustainability credentials?

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Customers are expecting brands to act more sustainablyA recent study analysing over 40 million verified Feefo reviews showed that consumers are increasingly concerned about sustainability. But many have been left confused. And they’re becoming increasingly cynical about sustainability claims.

The Quest For Authenticity: Verified Reviews and Sustainability

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The United Nations Sustainable Development Goals (SDGs) are a set of 17 goals aimed at tackling the world’s most pressing issues. The United Nations adopted the <a href="https://sdgs.un.org/goals" target="_self">Sustainable Development Goals</a> in 2015 as part of their 2030 Agenda for Sustainable Development. These goals consist of 17 interconnected critical objectives to reach a better and more sustainable future for all.

<h2>The 17 Sustainable Development Goals are:</h2><ol><li>No poverty</li><li>Zero hunger</li><li>Good health and well-being</li><li>Quality education</li><li>Gender equality</li><li>Clean water and sanitation</li><li>Affordable and clean energy</li><li>Decent work and economic growth</li><li>Industry, innovation and infrastructure</li><li>Reduced inequalities</li><li>Sustainable cities and communities</li><li>Responsible consumption and production</li><li>Climate action</li><li>Life below water</li><li>Life on land</li><li>Peace, justice and strong institutions</li><li>Partnerships for the goals</li></ol>The SDGs are universal, meaning that they apply to all countries, regardless of their level of economic development.Each goal has specific targets and indicators to measure progress towards achieving it.They require collaboration between governments, civil society, the private sector, and individuals. The UN believes everyone has a role to play in achieving these goals. Governments need to make policies and investments that align with the SDGs, while businesses must adopt sustainable practices that promote growth and reduce their environmental impact. Individuals can also do theirpart by reducing their carbon footprint, consuming responsibly, and being socially responsible.The UN agenda recognises that economic growth must take social and environmental impacts into account. Investing in sustainable development will produce widespread benefits and reduce the risks associated with climate change, poverty, and inequality. The UN target is ambitious and achieving the SDGs by 2030 will require the cooperation and effort of all countries, businesses, and individuals.<h3>A framework for action</h3>The UN Sustainable Development Goals provide a framework for thepositive actions needed to move towards a more sustainable world. And all the research shows that people are increasingly concerned about sustainability when it comes to their everyday lives, including the products and services they buy.In fact, four in ten consumers now say they choose sustainable goods often or whenever possible <a href="https://www2.deloitte.com/us/en/pages/consulting/articles/consumer-products-and-sustainability-innovation.html">(Deloitte)</a>.&nbsp;But many people are wary of sustainability claims that brands make, and with good reason. AUK Government survey indicatedthat as many as 40% of green claims made online could be misleading.&nbsp;<h3>A solution to greenwashing</h3>At Feefo, we offer a <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution" target="_self">Sustainability Awareness Solution</a> developed alongside our sustainability partner, ethy, to help businesses and consumers make the right decisions. It's based on the UN Sustainable Development Goals and offers a series of ecolabels, which allow brands to showcase their sustainability activities.To achieve the ecolabels, brands need to submit documentary evidence of the sustainabilitysteps that they have taken across a range of issues, such as reducing plastic, improving recycling, operating in an equitableway and supporting communities, to name just a few. There are <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels" target="_self">over 40 ecolabels in all</a>, which cover the following six areas:1. <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels/stable-climate" target="_self">Stable climate</a>2. <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels/clean-planet" target="_self">Clean planet</a>3. <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels/responsible-resource-use-and-production" target="_self">Responsible resource use and production</a>4. <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels/healthy-people" target="_self">Healthy people</a>5. <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels/thriving-communities" target="_self">Thriving communities</a>6. <a href="https://www.feefo.com/uk/business/features/sustainability-awareness-solution/ecolabels/protecting-biodiversity-and-animal-welfare" target="_self">Protecting biodiversity and animal welfare</a>The ecolabels help generate brand awareness, allowing businesses to showcase their positive impact and give customers more reasons to choose them.Based on the United Nations Sustainable Development Goals, the ecolabels share the same foundation as other ethical standards organisations such as B Corp. So both businesses and consumers can feel confident they provide true verification of brands' actions on sustainability.If you’re interested in learning more about Feefo’s Sustainability Awareness Solution, <a href="https://www.feefo.com/uk/business/enquiry/sustainability-awareness-solution-get-in-touch" target="_self">get in touch</a> with one of our team who can tell you more about how it works. Or call us on 0203 362 4209.