Sustainability Claims Research Report: Convincing or Confusing?

A study into which sustainability terms Australians know and trust (and which they don’t).

Feeling tongue-tied about your sustainability efforts?

Your communications need to be technically accurate, but using complex jargon can alienate the very customers you're trying to reach. This report shows you how to bridge that gap with tangible data and clear examples.

What you'll learn in this report:

Terms that build trust: Uncover which sustainability claims give consumers confidence and a greater incentive to purchase, based on a survey of ten key terms from 'net-zero' to 'ethically sourced'.
The jargon gap: See which common terms, like 'circularity' and 'regenerative agriculture', are the most misunderstood by consumers, and why they can become meaningless noise in your messaging.
Navigate consumer skepticism: Understand why over 8 in 10 Australians are skeptical of brand claims and how 'radical honesty', even about missed targets, is rewarded with trust.
A framework for clarity: Learn how to translate technical concepts into simple, honest language that resonates with everyday people and builds brand credibility.
Ready-to-use translations: Get a head start with our simple, accurate definitions for the ten most common sustainability terms to use in your own communications.

Download now

Feeling tongue-tied about your sustainability efforts?

What you'll learn in this report:

Terms that build trust: Uncover which sustainability claims give consumers confidence and a greater incentive to purchase, based on a survey of ten key terms from 'net-zero' to 'ethically sourced'.
The jargon gap: See which common terms, like 'circularity' and 'regenerative agriculture', are the most misunderstood by consumers, and why they can become meaningless noise in your messaging.
Navigate consumer skepticism: Understand why over 8 in 10 Australians are skeptical of brand claims and how 'radical honesty', even about missed targets, is rewarded with trust.
A framework for clarity: Learn how to translate technical concepts into simple, honest language that resonates with everyday people and builds brand credibility.
Ready-to-use translations: Get a head start with our simple, accurate definitions for the ten most common sustainability terms to use in your own communications.

Download now

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