UK Consumers Demand Climate Transparency from Brands

A new report, "The Cost of Confusion," reveals that a staggering 88% of UK consumers don't fully trust brands to be honest about their environmental impact. The research, conducted by the Conscious Advertising Network and Dentsu, also shows that 91% of consumers are skeptical about brands' ability to accurately portray their climate commitments and avoid greenwashing.

Key Findings:

• Lack of Trust: 88% of respondents do not fully trust brands to follow the science on climate change.
• Greenwashing Concerns: 91% are unsure if brands are accurately portraying their climate commitments.
• Consumer Action: 45% would stop supporting a brand known to fund climate disinformation through advertising.
• Knowledge Gap: Only 50% of respondents agree that climate change is mainly caused by humans, indicating a need for greater education and communication.
• Misinformation Concerns: 55% believe disinformation has contributed to confusion or scepticism about climate change, with 40% identifying social media as the primary source.

The Takeaway for Marketers

This research highlights the critical importance of transparency and authenticity in brand communications around sustainability. Consumers are increasingly savvy and demand accountability from the companies they support. It's no longer enough to simply make green claims; brands must demonstrate their commitment to climate action through concrete initiatives and honest communication.

At Tank Top Media, we understand the importance of building trust with consumers. We're proud to be members of the IPA Media Climate Charter, reflecting our dedication to responsible and sustainable marketing practices.

As marketers, we have a unique opportunity to drive positive change. We need to together to create a more sustainable future, built on transparency and meaningful action.

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