Choose speciality channel:   Choose sector channel:     Search the site

Consumer Research


Consumers sceptical of green claims

Consumers sceptical of green claims

Consumers are becoming ever more sceptical and distrustful of ethical claims made by companies according to new research.

Four in five Britons (79 per cent) now believe many companies pretend to be ethical just to sell more products, compared to just over two-thirds (68 per cent) in 2005.

Similarly, almost 79 per cent are also of the opinion that companies need to back up their ethical claims with proof.

In contrast – and potentially signalling a strategy rethink for the marketing communications industry – 91 per cent believe it is better for a company to be honest in its communications, rather than pretend it’s squeaky clean (up from 82 per cent in 2005).

Some 85 per cent claim they would trust a company more if it were honest about its policies and practices ‘even if I didn’t agree with them’ (compared to 78 per cent in 2005).

The research, by Ipsos MORI for SEE Potential, has been published to coincide with the launch of SEE Companies, a new accreditation scheme.

SEE Companies accreditation differentiates businesses that are able prove their Social, Environmental and Ethical (SEE) claims from those that are not. 

It helps people base purchasing, employment and investment decisions on SEE criteria.  Accredited companies are licensed to display the SEE Companies Logo on packaging and marketing materials, making identification easy.

Founder and managing director of SEE Potential, Michael Solomon, said, “In the past two years, concern over issues like global poverty, working conditions in the developing world, species extinction and climate change has become more widespread.

“Business has reacted with claims of increasing responsibility.   In some cases these claims have been based on solid SEE policies and practices but in others they have not.”

He added, “Until now it has been incredibly difficult to identify genuine SEE business.  The launch of SEE Companies tackles this problem head on.”

The SEE Companies initiative accredits companies, not individual products and to become a SEE Company, a business must answer 35 challenging questions. 

coupon for viagra coupon for viagra coupons viagra
free prescription drug discount card discount drug coupons free viagra coupon
cheat how many guys cheat why husband cheat on their wife
free discount prescription cards site online viagra coupons
viagra discounts coupons prescription discount coupons viagra coupons printable
cialis coupons from lilly link free printable cialis coupons
cialis free sample coupons pet prescription discount card
side effects of abortion pill abortion hotline abortion clinics in indianapolis
what is the generic name for bystolic bystolic coupon card bystolic coupons
discount grocery coupons how many weeks can you get an abortion abortion clinics in richmond va
new prescription coupons click coupons prescriptions
linzess patient assistance linzess patient assistance
sumatriptan 100 mg sumatriptan 100 mg sumatriptan 100 mg
bystolic manufacturer coupon bystolic coupon 2014
cialis 2 cialis 2 cialis 2
viagra buy viagra cheap online viagra
cialis price store generic cialis source
viagra kamagra read viagra
levodopa carbidopa entacapone bioequivalence carbidopa levodopa entacapone combination carbidopa levodopa entacapone combination

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.