Many are interested in corporate sustainability efforts, but few trust their communications
Many companies are sharing information about their environmental and sustainability initiatives — and that’s a good thing. According to Stena Recycling’s Circular Voice report, a majority of consumers say they’ve become more interested in corporate sustainability communications over the past five years. The challenge, however, is that four in ten trust what’s being said less and less. That’s why most consumers are calling for tougher regulations on what can be claimed in these communications.
How companies talk about their environmental and sustainability efforts often comes under scrutiny, especially when they are accused of greenwashing—essentially giving a false impression of a product’s or initiative’s positive environmental impact. Consumers are well aware of this:
Half of consumers (53 percent) say they’ve become somewhat or significantly more interested in companies’ environmental and sustainability communications over the past five years. Only 15 percent say their interest has decreased.
Meanwhile, one in three (34 percent) feel they trust companies’ environmental and sustainability communications less than they used to.
However, there’s still a chance to win back some trust, the survey reveals
Most consumers, for example, welcome the new EU rules on greenwashing (Green Claims Directive). The directive, which will gradually roll out by 2027, aims to make product and sustainability claims more reliable by banning terms like “biodegradable” or “climate neutral” without proper evidence. Six out of ten (57 percent) say this will help them trust companies’ green messaging more.
“When consumers hear about greenwashing, it’s no surprise many become skeptical. The strong interest in environmental and climate issues means that transparency and credibility are crucial in communications. That’s why regulations like the newly adopted EU Green Claims Directive can benefit both consumers and provide companies with the guidance they need to communicate their sustainability efforts in a way that truly resonates with consumers,”
says Gisela Lindstrand, Head of Sustainability, Brand & Communications at Stena Metall.
About Stena Recycling
Stena Recycling is a leading recycling company and a full-service partner for developing sustainable circular solutions for all types of businesses. With dedicated employees and extensive facilities across seven countries, we create long-term solutions every day for both our customers and society as a whole. By keeping resources in circulation, Stena Recycling plays an important and central role in the transition to a circular economy.
About the Survey
5,000 consumers aged 18–65 in Sweden, Norway, Denmark, Finland, and Poland participated in the survey conducted by Ipsos in May 2024. 1,000 consumers were surveyed in each country
Has your interest in companies’ communication about environmental and sustainability initiatives changed over the past five years?
| Total | Denmark | Norway | Poland | Sweden | Finland | |
| I have become much more interested | 12% | 14% | 9% | 13% | 12% | 13% |
| I have become slightly more interested | 41% | 42% | 38% | 37% | 45% | 42% |
| I have become slightly less interested | 10% | 9% | 11% | 8% | 11% | 9% |
| I have become much less interested | 5% | 3% | 6% | 4% | 5% | 5% |
| No, it hasn’t changed | 28% | 26% | 32% | 32% | 23% | 28% |
| Unsure/don’t know | 5% | 6% | 5% | 6% | 5% | 3% |
Has your trust in companies’ communication regarding environmental and sustainability efforts changed in any way over the past five years?
| Total | Denmark | Norway | Poland | Sweden | Finland | |
| I have become much more interested | 5% | 6% | 3% | 6% | 4% | 5% |
| I have become slightly more interested | 24% | 22% | 23% | 25% | 24% | 25% |
| I have become slightly less interested | 24% | 26% | 23% | 18% | 28% | 25% |
| I have become much less interested | 10% | 10% | 10% | 10% | 11% | 11% |
| No, it hasn’t changed | 30% | 29% | 34% | 32% | 26% | 30% |
| Unsure/don’t know | 7% | 7% | 8% | 9% | 7% | 5% |
New, stricter EU regulations on so-called greenwashing will soon be introduced, eaning when companies make false claims about their sustainability efforts. Will this make you trust companies more or less?
| Total | Denmark | Norway | Poland | Sweden | Finland | |
| I have become much more interested | 13% | 18% | 11% | 14% | 10% | 11% |
| I have become slightly more interested | 44% | 45% | 45% | 38% | 48% | 42% |
| I have become slightly less interested | 22% | 18% | 23% | 23% | 24% | 25% |
| I have become much less interested | 5% | 3% | 4% | 6% | 4% | 7% |
| No, it hasn’t changed | 4% | 4% | 3% | 5% | 3% | 4% |
| Unsure/don’t know | 13% | 11% | 15% | 15% | 11% | 11% |
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