Companies appear to have their work cut out from them when it comes to getting their environmental claims across to consumers, finds Cone Communications in its 2012 Green Gap Trend Tracker, released in March. Just 44% of American consumers trust companies to tell them the truth when it comes to environmental messaging, relatively unchanged from 43% who showed such trust last year, but down from 47% in 2008. And consumers will not be shy in their response: slightly more than three-quarters said they would stop buying a product if they discovered that an environmental claim was misleading.
It appears that what Americans want is honesty: three-quarters said they were fine with a company not being environmentally perfect, so long as it is honest about its efforts. Read the rest at Marketing Charts.