Greenwashed Out

Green fatigue is sinking in. Consumers have made noticeable strides in recent years to protect the planet. In fact, more than 60% of consumers tried to have a positive impact on the environment in 2023. But climate catastrophes haven’t slowed down. Extreme weather events like intense wildfires, severe droughts and devastating floods are wreaking havoc on communities around the world. And as temperatures continue to rise, so does consumer scepticism.

Consumers realise that their individual contributions can only do so much. They’re tuning out messages that place the burden on their behaviour. Instead, they want organisations to step up and show proof of their eco pledges. People who are Greenwashed Out won’t accept empty promises or false narratives.

Environmental concerns remain top of mind. Some consumers will keep making sustainable choices within their means, whilst others who feel discouraged might not make as much of an effort. Barriers like affordability and distrust are big challenges preventing further action.