Compare Ethics: Key Findings in the Building Consumer Trust in Sustainability Report
Compare Ethics is an organisation working to rebuild trust in a system that can often abuse sustainability and appear broken. Through their use of technology, Compare Ethics are on a mission to empower consumers to make better choices by verifying brands sustainability claims.
This latest industry report is an in-depth exploration of the current trust deficit and how fashion stakeholders must radically collaborate to build consumer trust in sustainability.
Key insights highlight a significant 83% of consumers would be more likely to trust a product’s sustainability claim if it had been verified by a third party. Alongside this, important takeaways include the fact that consumers less engaged on sustainability issues still want to see proof of ethical and environmental claims. The Compare Ethics research reveals that for those who only identify with shopping from sustainable brands 10% or less of the time, a significant 80% still would want to seek third party verification.
Through unique data insights, case studies and commentary from industry insiders, the report reinforces the need for agreed industry standards and consistency surrounding sustainability messaging if consumers are to trust brands and product claims.
Within the report you can learn:
o Why trust has become a primary purchasing determinant in 2020
o The long-term implications of greenwashing on customer loyalty
o The value in validating sustainability claims for brands if they want to convert shoppers
o How radical innovation will rebuild trust at every stage of the fashion value chain