Consumer greenwashing skepticism is surging
Consumer greenwashing skepticism is growing fast, despite organizations' good progress in sustainability.
Organizations are becoming measurably more sustainable every year.
But more than half of consumers believe organizations/brands are greenwashing their sustainability claims.
This figure is up almost 20% since last year and has grown in every age bracket.
Among consumers aged 18–40, over 70% doubt the truth of sustainability claims.
See the full report A world in balance 2024 for more details.
% of consumers who believe that organizations/brands are greenwashing their sustainability initiatives, by age group
Source: Capgemini Research Institute, Sustainability consumer survey, October 2023, N = 6,500 consumers; June 2024, N = 6,500 consumers.
The rise in consumer skepticism has not gone unnoticed among senior executives. Concern that sustainability efforts might appear insincere to the public has soared. See the full report for more detail.
% of executives who agree with the statements
I am concerned that my organization’s efforts towards sustainability might appear insincere to the public
Consumers consider my organization’s sustainability initiatives as greenwashing
Source: Capgemini Research Institute, Sustainability transformation trends survey, August–September 2023, N = 2,151 executives; June–July 2024, N = 2,002 executives.
Greenwashing skepticism is alarming, but there is also good news in our latest sustainability trends report.
Our surveys over three years show sustained, solid improvement across a range of sustainability topics in every sector.
Organizations also largely welcome new sustainability regulation in Europe and the US, although there are worries.
See how opinions and expectations have evolved on these and other big sustainability trends in A world in balance 2024, our third annual report.
Get the full report
