Public Grows More Skeptical of Brands' 'Green' Claims

The big takeaway from the latest “Green Gauge” survey from global research company GfK shouldn’t surprise you: consumers are growing more and more skeptical of brands’ green claims.

The depth of the public’s confusion and distrust, however, is worth noting:

  • 22% of consumers aren’t sure about the accuracy of environmental claims made by brands (that’s a 200% increase over the past five years)
  • 10% don’t know how well companies carry out their “environmental responsibilities” (a 300% increase over the same time period)
We feel like these numbers are too low, because 100% of consumers should be “unsure” of environmental claims made in ad and marketing content.
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