A new study of 2,040 Australians, titled Who Do You Believe?, has found there is a big opportunity for brands to become sustainability leaders by taking more tangible action on social and environmental issues. .
Almost three in four Australians couldn’t name a single brand or company they believe helps improve social or environmental issues.
In March, Mumbrella discovered Australia’s ten most prolific sustainability companies.
Data has shown that brand and company actions are falling short of expectations and even when they are taking action, 86% of Australians are skeptical of the social or environmental claims they are making.
But according to Australians, some brands are leading the charge. Of the one in four who could name a brand; one in five named Woolworths, one in ten named Coles and one in 20 named Cotton On.
Grocery was the standout sector for Australians to recall a brand they thought was doing good in the world, with 47% able to name specific brands.
Australians want to see brands ‘walk’ before they ‘talk’ – attention-grabbing actions include removing single-use plastic bags (Woolworths), committing to renewable energy (Coles) and participating in charity campaigns (Cotton On).
For brands to be believed, product and store was the most powerful way to convince Australians of positive social and environmental action.
Overall, 78% consider a brand’s social and environmental impact when making a purchase, and a further 56% consider a brand’s sustainability actions when choosing their future location. work.
Published by impact and communications agencies Republic of Everyone and The Bravery, with independent researchers Mobium Group, Who Do You Believe? reveals consumers’ true beliefs and the actions they want to see from brands or companies claiming to stand up for people and planet-related causes.
Republic of Everyone founder Ben Peacock said: “Who do you believe? shows, while Aussies genuinely care about social and environmental issues, they don’t think brands are doing enough. They want companies and brands to take action and put their money where they say it should. But right now three out of four Australians can’t name a single brand that they believe is a leader in sustainability. This leaves the door wide open for businesses to think big, do more, and stand out as leaders. says Peacock.
Bravery founder Claire Maloney said: “The results show a healthy skepticism among Australians towards impact initiatives. This is somewhat understandable given that companies are expected to manage their business interests first. But it could also be linked to the rise of perceived greenwashing – this is when brands are rolling out smaller-scale marketing campaigns “for good”, before there is a action with a tangible impact in their company”,
“But there are plenty of companies that deliver huge gains for the environment and the community, and it was encouraging in the research to see a sophisticated, high-level understanding from Australians of what they thought was ‘good’. action looked like.” said Maloney.
Research has shown, when naming a brand or company for doing the most to improve social or environmental issues, the evidence points noted by Australians ranged; waste reduction tactics, employment support in high-needs areas, and carbon reduction initiatives.
Mobium Group co-founder Nick Bez said: “The study revealed that Australians want brands to act broadly on sustainability issues that run the gamut from pollution, loss nature and habitat, ocean pollution and waste. Discrimination and bullying are also a major concern for Australians.
The report builds on The Power And The Passion 2021 report, which revealed Australians’ top concerns on 20 major social and environmental issues by generation, gender and location.
Peacock added: “The demographic disconnect remains with Gen Z, who were found to be the most likely to reward brands that take action on social and environmental issues, with 83% saying it has impacted their purchases and 77 % at their next workplace. Baby boomers were the least worried, with 72% saying it would impact their buying decisions and just 22% saying where they would work next. »
“Consumers are increasingly disenfranchised with recent world events and research has shown that they still don’t know which brands to trust. Plus, they want brands to take action. Dare to lead and stand out of the pack, setting a purpose with bold actions is critically important for brands and businesses.Australians need brands to be the change that will inspire and inspire others to step up and follow suit,” concluded Peacock.