The word “sustainability” is all the rage these days. On the one hand, 56% of U.S. consumers want more sustainable packaging, according to Asia Pulp & Paper. On the other hand, consumers are hesitant to simply trust a brand claiming to be “green.”
Consumers today are savvy. With all kinds of hard data right at their fingertips to investigate whether a green claim is true or not, brands need to do more than simply use phrases like “green,” “environmentally friendly” or “sustainable” in their marketing.