According to a survey by Accenture, two-thirds of Irish consumers question whether the sustainability information brands provide is legitimate and suspect 'greenwashing'Irish consumers are dealing with a lot at the moment. From increased energy prices and worries about the upcoming winter to rising inflation and talk of another recession, there’s a lot to consider.
Karen O’Regan, managing director and head of strategy at Accenture in Ireland, cites a clear conflict when it comes to living sustainably and what businesses are doing to help facilitate this. “There are a lot of positives from Irish consumers, who are making changes and want to get it right,” she says. “There is a tension emerging between companies and their customers, with a lot of confusion and scepticism around firms’ green credentials.
O’Regan says the research highlights a real opportunity for businesses. Customers understand the need to make changes and 80 per cent want to live more sustainably. At the same time, they find it challenging and expect businesses to do more for them. According to O’Regan, businesses also need to help consumers with where they get information about sustainability and the products and services they’re consuming, whether it’s on labels, in-store or online, and how they can trust the information they are being provided with.
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