Showcased at Wavemaker’s ‘Provocation Week’ last month, the research explores consumer understanding of sustainable terms and what more can be done to educate about brands’ eco-credibility
From key findings using polls carried out with members of Mail Metro Media’s ‘Matters Community’, the study finds that while all demographics consider climate change as something that affects them personally, only 41% can comfortably explain ‘net zero’ to others and only 42% know what a B Corp certification meant.
The work also finds readers identify key areas where brands could do more to encourage their purchase around sustainability, with responses including efficient packaging, labelling their eco-credentials and publicly advocating for environmental causes.
Read more from the research including the deck shared at Wavemaker’s event here.
