Echoing Billy Valler’s enlightening column from last month, in which he pointed out how sustainability decisions are often taken out of tiling contractors’ hands at the specification stage, recent research has suggested cost, greenwashing and jargon are among the top worries from consumers when choosing and buying sustainable products and materials for their home.
Over half (52%) of 2,015 respondents to a recent survey (carried out by specialist construction PR agency Unhooked Communications) said they would like to buy sustainable products and materials for their home, but think these products are more expensive. On top of this, 50% worry that a company’s claims around the sustainability credentials of their products or materials for their home may be misleading or inaccurate.
The research also found 27% of consumers don’t know where to check the information and proof of sustainability claims for products or materials for their home, and further, nearly a quarter said they don’t understand the language and terminology used by businesses to explain the sustainability credentials of their products or materials.
When it comes to checking information about the sustainability or environmental impact of products, there are multiple sources consumers use, including the brand’s own website, review sites, social media, packaging, and news stories.
Claire Gamble, managing director of Unhooked Communications, said: “Our research shows that for nearly half of consumers (47%) buying products or materials for their home, it’s important to buy from sustainable businesses that reduce their impact on the environment. However, there is some confusion and worries around making sustainable choices for the home.
“Before businesses start considering their PR strategies to communicate their environmental and sustainability credentials, firstly they need to make sure they’re operating in a way that genuinely benefits the planet and people.
www.weareunhooked.com
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