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Study: 55% Of Aussies Say Many Brands’ Environmental Claims Are Confusing

Study: 55% Of Aussies Say Many Brands’ Environmental Claims Are Confusing
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New research from leading strategic insights consultancy Nature reveals that 89 per cent of Australians are familiar with the term “net zero emissions”, and more than four in 10 believe the Government is largely responsible for ensuring Australia hits a concrete net zero emissions target by 2050.

The research, which was conducted in early October with 1000 people who were representative of the national population, found awareness of net zero emissions has risen from 84 per cent over the past three months.

Less than a quarter of the people surveyed thought that responsibility for achieving net zero emissions rested largely with individuals: 44 per cent said it rested with government and 33 per cent said businesses or organisations.

 

Nature’s research found that more than three-quarters of Australians expected all businesses to be doing everything they could to be environmentally friendly.

More than 60 per cent of respondents said they think “very highly” of brands that are environmentally friendly, but at the same time, 55 per cent said the claims businesses make about environmental sustainability are confusing.

While nine out of 10 Australians are familiar with the net zero emissions term, 35 per cent say they have only heard of it and lack a significant understanding of the issue.

Nature managing partner, Chris Crook, said: “With the rising pressure on net zero emissions targets ahead of the UN Glasgow summit next month, Australians are becoming increasingly aware of the net zero emissions issue and their understanding is likely to rise.

“Right now, consumers are confused about the claims businesses are making around net zero emissions, but their expectation remains high that businesses should be doing all they can for the environment.

“Purpose-led businesses have moved to the forefront of consumer conversation, and net zero emissions are a growing part of that conversation,” he said.

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