At a time when alerts on the state of the planet are multiplying, manufacturers are (almost) all committed to the environment… and do not fail to let the mass public know. But are consumers sensitive to these actions and do they trust brands on the sensitive issue of ecological responsibility? YouGov, an online polling institute, has conducted a survey.
This study was conducted on 19,755 adults living in 18 countries (Great Britain, Germany, France, Italy, Denmark, Sweden, Spain, Poland, United States, Mexico, United Arab Emirates, India, Australia, China, Indonesia, Hong Kong, Singapore, Canada).
In general, the citizens of this world try to be careful with what they buy.
44% of them prefer companies with a sustainable profile when it comes to acquiring consumer goods (all sectors combined).
But there is a real distrust of manufacturers. 60% of respondents (overall) say they are skeptical and do not believe brands when they say they are responsible.
The most distrustful are the British (71%), the Spanish (69%) and the French (66%).
“With the exception of Australia (63%), all markets in the APAC region are less skeptical than the global average (China, 57%; Singapore, 56%; India, 54%). Hong Kong has the lowest rate (43%), followed by Indonesia (51%),” YouGov analysises.
A problem of size
Do large organizations have a bad reputation? It would seem so, as respondents say they are more likely to trust small brands than large ones.
Today, the sustainable dimension of a manufacturer is a real issue in attracting consumers. And to deconstruct mistrust, most consulting and forecasting firms agree …
