Consumers push brands to take sustainability efforts up a notch

Environmental issues will remain a priority for customers.

As climate catastrophes persist despite consumer’s active contribution to sustainable efforts, customers are now seeking brands to step up in cutting their carbon footprint, according to Euromonitor International.

Euromonitor said over 60% of consumers engaged in contributing to the environment in 2023. However, they are already “greenwashed out” and are more sceptical as their efforts appear to be in vain with the continuous increase in temperatures.

“Consumers realise that their individual contributions can only do so much. They’re tuning out messages that place a burden on their behaviour. Instead, they want organisations to step up and show proof of their eco pledges. People who are Greenwashed Out won’t accept empty promises or false narratives,” Euromonitor said.

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“Environmental concerns remain top of mind. Some consumers will keep making sustainable choices within their means, whilst others who feel discouraged might not make as much of an effort. Barriers like affordability and distrust are big challenges preventing further action,” it added.

Euromonitor cited the initiative of French fashion house Chloé that showed transparency in its sustainability efforts. It launched the Vertical project in its spring/summer 2023 collection where products have a digital ID on the tag through a QR code which customers can scan to check traceability and authentication details.

It also tied up with the luxury platform Vestiaire Collective for an exclusive circular programme for the items.

To address these concerns, Euromonitor said brands should develop strategic partnerships to cut carbon footprint in the supply chain and advocate for the circular economy.

They should provide proof for their claims to help customers understand their impact, and reinvest in manufacturing affordable and sustainable products.