Study shows generational split on believing sustainability claims


Sustainble green building

A new study shows only 46% of Baby Boomers (people aged over 55) trust businesses on their eco credentials while 71% of people aged 18 to 24 do tend to trust businesses’ green claims.

The survey of 2,000 people across the UK by Canopey and was released to coincide with Black Friday (24 November).

It found that 78% of respondents aged 18 to 24 consider sustainability when purchasing a product – they were the age group most likely to do so. However, 48% of Baby Boomers consider sustainability when buying something and were the least likely age group to do so.

68% of respondents said they feel angry that brands and retailers’ green claims could be intentionally misleading them into making a purchase.

Thomas Panton, CEO of Canopey, commented: “Sustainability has never been more important for UK shoppers. But fast fashion fraudsters and dodgy high street retailers are trying to capitalise on ethics and mislead with bogus green claims, and we think it’s high time we fight back.

“Shoppers shouldn’t need to worry about the spin, but our survey shows there’s still a lot of confusion and anger, and rightly so.”

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