The Challenge:
With consumers increasingly motivated to make sustainable choices, brands are under pressure to communicate their credentials clearly and credibly. Yet with so many eco-friendly claims on packaging, it’s becoming harder for shoppers to know which to trust.
The Solution:
Using Clickscape®, we asked shoppers to click whenever they noticed a sustainability message on food and drink packaging – and to indicate whether or not they believed the claim. This discreet, in-the-moment approach captured genuine reactions without disrupting the shopping experience.
The Impact:
Results showed that 1 in 3 sustainable messages on packs were not believed, revealing a growing credibility gap. The findings underline the importance of authenticity in brand communication – and how even well-intentioned sustainability messages can fall flat if consumers sense inconsistency or greenwashing.
CASE STUDY
Industry: Sustainability
Location: UK
Solution: Clickscape®
