This report from the Changing Markets Foundation exposes greenwashing within the food industry and explores how consumers respond to environmental and sustainability claims made by companies.
This report from the Changing Markets Foundation exposes greenwashing within the food industry and explores how consumers respond to environmental and sustainability claims made by companies. The briefing discusses key trends from a market assessment of 50 examples of greenwashed products, projects, and advertisements, along with a YouGov poll of consumers in the UK and Germany.
Greenwashing was found to be rampant and extensive, particularly in the meat and dairy industries, despite questionable sustainability. The YouGov poll showed that 49% of adults in the UK and Germany regularly buy products with sustainability labels or certification, with 29% willing to pay more for products labelled carbon neutral, climate positive or low methane.
Based on these findings the main recommendation is that regulators must urgently look to better regulate green claims in order to avoid businesses capitalising on people’s environmental concerns through greenwashing, without taking genuine positive action for the environment.
Read the full report here. See also the recording of the TABLE event Decoupling desire? Food, advertising, consumption and the question of limits.
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