Eco exhaustion setting in among consumers

Green fatigue and eco exhaustion are setting in among consumers and they are starting to push the responsibility back on businesses to show proof of being eco-friendly, indicates Euromonitor International’s recent report titled ‘Top Global Consumer Trends in 2024’.

The report indicates that 64% of consumers have tried to create a positive impact on the environment in 2023, while 45% believe they have personally contributed to climate change. They have made efforts to reduce food waste, plastic usage and their overall carbon footprint while recycling items and buying sustainably produced products. Yet, climate catastrophes haven’t slowed down!

Consumers realise that their individual contributions aren’t enough, and they want organisations to step up and show proof of their eco pledges. “People who are ‘Greenwashed Out’ won’t accept empty promises or false narratives,” the report indicates.

Having said that, environmental concerns remain top of mind among consumers. Some consumers will keep making sustainable choices within their means, whilst others who feel discouraged might not make as much of an effort.

Complete transparency is, thus, critical. Organisations need to share concrete evidence of responsible business practices and validate progress. At the same time, demonstrate sustainable impact with specifics. “If your product is made from recyclable materials, for example, put the amount of waste that was saved in production on the packaging. That way, shoppers immediately know how their purchase decision or behaviour makes a difference.”

For instance, emission reduction should be a focus area to cut through the noise. Offsetting isn’t enough. Businesses need to measure direct and indirect emissions, including upstream and downstream value chains. That’s not only challenging to track but also extensively regulated.

Affordability, especially in strained economic conditions, is also a big challenge preventing further action. Sustainable items often carry a higher price point. Manufacturers need to democratise these options for shoppers.

In summation, EMI shared three recommendations to regain the trust of ‘Greenwashed Out’ consumers:

• Develop strategic partnerships across your supply chain to reduce carbon footprint and embrace the circular economy.
• Be forthright and factual – back-up claims with tangible proof and help your customers understand their impact.
• Reinvest revenue or re-benchmark profit margins to manufacture products that are both affordable and sustainable.