Bridging the trust deficit on brands’ climate commitments

The numbers are in, and they're not pretty. A recent survey by Dentsu and the Conscious Advertising Network (CAN) has revealed that a staggering 90% of people are sceptical about what companies are saying about their environmental efforts, while only 9% trust brands to accurately represent their climate commitments.

Understanding the disconnect

Despite increasing protective measures, including the Advertising Standards Authority (ASA) getting tough on greenwashing and the UN proposing a fossil fuel advertising ban, we're still failing to win consumer trust.

So, what's going on here? Why is there such a massive disconnect between what businesses are saying and what consumers are believing?

Part of the problem lies in the history of corporate communication around climate issues. For years, some businesses have been guilty of exaggerating their green credentials or making vague, unsubstantiated claims about their environmental impact. This has led to a climate of suspicion and scepticism among consumers.

The consequences of distrust

This lack of trust is having real consequences. 

According to the survey, 45% of respondents said they would stop buying from or supporting businesses accused of funding climate disinformation. Moreover, a fifth said they would stop using a digital platform, like a social media app, if it failed to stop the spread of climate-related falsehoods.

Winning back consumer confidence in this climate of distrust may seem impossible but the answer lies in bold transparency and unwavering authenticity.

It's time for businesses to step up and show consumers that they're serious about their climate commitments.

Embracing radical honesty and science based goals

It's time to get real, even when it's uncomfortable. Consumers can smell insincerity from a mile away. Be upfront about your current environmental impact, including the negatives. Acknowledge where you're falling short and outline clear, measurable steps you're taking to improve.

Backing claims with science is crucial, yet currently only 7,480 companies globally are working with the Science Based Target Initiative (SBTI). When asked whether they believe businesses follow science-based recommendations to reduce their climate impact and build resilience, only 12% of respondents said they think businesses always take this approach. It’s clear this figure needs to rise.

Base your climate targets and strategies on solid scientific evidence. Partner with reputable environmental groups, or with energy procurement specialists who can share clear data and projections for your path to net zero. At the same time, set realistic goals. Don't promise the moon if you can only deliver a pebble. Set achievable targets and be transparent about your progress – both successes and setbacks.

Leadership commitment

Getting buy-in from all levels of the business, especially the C-suite, is crucial. When leadership is visibly committed to sustainability, it sends a powerful message both internally and externally.  This isn't just a job for the sustainability team; it needs to be a core value embraced by the entire business.

And this involves making a case to all departments, highlighting the importance of effective internal communications and alignment. It’s crucial to demonstrate what’s in it for them and highlight the risks of not taking sustainability and ESG measures seriously. In the case of consumer trust, it’s proof that your brand will fail to win credibility if it doesn’t accurately demonstrate progress and clearly communicate. This affects all departments within a business – from the social media team who will have to deal with the backlash, to the finance team who will be burdened with serious fines if legislation isn’t strictly followed. 

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Consistent progress, not perfection

The path to net zero isn’t always straightforward, there will be challenges and occasional setbacks involved. While there may be bumps in the road, your commitment to sustainability must remain unwavering, reflected in every aspect of your business – from your supply chain to your day-to-day office practices. 

When obstacles arise, transparency is key. Address any missteps promptly and candidly. Clearly explain the issue, its impact, and your plan for correction and improvement. Consistency in your sustainable practices is crucial. Walk the talk, every single day.

Fear of failure shouldn’t stop you from sharing your sustainability journey, including both triumphs and difficulties. This openness resonates with customers, who appreciate authenticity and are more likely to trust a brand that demonstrates its human side. 

The long-term commitment

Rebuilding trust won't happen overnight. It requires a long-term commitment to transparency, authenticity, and genuine action. But the payoff is worth it. In a world where consumers are increasingly making purchasing decisions based on a company's environmental stance, earning their trust is not just good for the planet – it's good for business.

Remember, consumers deserve better. They're crying out for businesses they can believe in and brands that are genuinely committed to making a positive impact on the world. By embracing bold transparency and unwavering authenticity, we can start to bridge the trust gap and create a more sustainable future – for our businesses and for our planet.

It's time to step up, be brave, and have those uncomfortable conversations. 

Helen Salvin is head of sustainability at The PHA Group.