Lower performing claims included science-based claims, traceability, packaging-based claims, and certifications. In other words, the consumer is less interested in technical topics than in personal concerns. However, if the reason for the consumer to care was added to science-based claims they performed better . Certifications, while not highly resonate by themselves, are important to ensure the brand protects against green-washing.
Use certifications to guard against greenwashing, but don’t rely on them as the sole point of information. We are convinced that compelling sustainability claims will help businesses grow consumer loyalty and market share. In another research initiative with Circana , we have reviewed purchases of consumer packaged goods in the U.S. on an annual basis since 2019 . In reviewing 36 categories annually , we have observed consistent conversion of conventional products into sustainable ones.
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