Consumers skeptical about companies’ intentions - call for more and clearer information
Many people today interpret sustainability communications from companies as attempts to sell advertising. This is according to Stena Recycling’s recent report Circular Voice. To increase consumer trust, companies should provide more information about their sustainability efforts and at the same time be better at admitting mistakes.
In Stena’s Circular Voice report, a majority of consumers (54%) say that companies should talk more about their environmental and sustainability work. At the same time, many of the respondents are skeptical about what is actually said on the subject. 55% believe that it is a way to increase their sales and that it is only done because companies believe that consumers demand it (49%) or because “everyone else” does it (40%).
However, there is a common denominator that can reduce mistrust - increased transparency. Nearly half of respondents (47%) see it as important for companies to admit mistakes and inaccuracies. Respondents would also like to see:
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Companies to provide evidence of the results of their environmental and sustainability efforts (50%)
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Companies to be audited by external experts (46%)
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Companies to invest in projects or initiatives that promote climate and the environment (37%)
“It can sometimes seem as if consumers today are informationally fatigued and that companies’ environmental and sustainability efforts are no longer as important. But Circular Voice shows that the opposite is true - people want to know more. Transparency and openness about challenges and problems give more credibility than trying to present themselves as flawless. Consumers understand that it is difficult work and will forgive mistakes if they are communicated and explained. If you want consumers to make active and sustainable choices, they need to believe that such choices actually make a difference,” says Gisela Lindstrand, Head of Sustainability, Brand & Communications at Stena Metall.
About the Survey:
5,000 consumers aged 18–65 from Sweden, Norway, Denmark, Finland, and Poland participated in a survey conducted by Ipsos in May 2024. In Poland, 1,000 consumers took part.
Why do you think companies talk so much about environmental and sustainability issues today?
| Total | Danmark | Norway | Poland | Sweden | Finland | |
| It is advertising to sell more | 55% | 54% | 56% | 51% | 53% | 59% |
| Because they think consumers demand it | 49% | 54% | 50% | 45% | 48% | 50% |
| Because ‘everyone else’ is doing it | 40% | 37% | 51% | 40% | 40% | 34% |
| Because they have to for legal reasons | 32% | 25% | 33% | 32% | 31% | 38% |
| Because they genuinely want to make a difference | 20% | 23% | 17% | 15% | 21% | 23% |
| Because they are proud of their work | 15% | 12% | 13% | 15% | 17% | 16% |
| Other reason | 2% | 2% | 2% | 2% | 1% | 2% |
| Not sure/don’t know | 6% | 5% | 6% | 9% | 6% | 5% |
Should companies communicate more or less about the environment and sustainability for you to trust them?
| Total | Denmark | Norway | Poland | Sweden | Finland | |
| They should communicate much more | 24% | 20% | 15% | 28% | 24% | 33% |
| They should communicate a little more | 30% | 27% | 27% | 32% | 32% | 32% |
| They should communicate a little less | 7% | 7% | 8% | 5% | 8% | 7% |
| They should communicate a lot less | 3% | 2% | 5% | 3% | 3% | 3% |
| My confidence would not change whether they communicate more or less | 24% | 31% | 31% | 18% | 22% | 17% |
| Not sure/don’t know | 12% | 12% | 13% | 13% | 11% | 9% |
What is most important for you to trust companies’ environmental and sustainability information?
| Total | Denmark | Norway | Poland | Sweden | Finland | |
| That they admit mistakes and errors | 47% | 48% | 50% | 37% | 51% | 47% |
| That sustainability is part of the business concept | 27% | 26% | 25% | 21% | 30% | 33% |
| That they invest in projects or initiatives that promote climate and the environment | 37% | 36% | 36% | 35% | 37% | 41% |
| That they provide evidence of the results of their environmental and sustainability work | 50% | 49% | 56% | 43% | 50% | 50% |
| That they have credible spokespersons | 22% | 19% | 21% | 26% | 21% | 23% |
| That they are communicating their work through marketing and advertising | 16% | 11% | 12% | 18% | 18% | 18% |
| That they use of existing eco-labels | 35% | 38% | 31% | 26% | 35% | 43% |
| That they are being audited by external experts | 46% | 46% | 48% | 35% | 53% | 47% |
| That they are covered positively in the media | 17% | 19% | 16% | 14% | 16% | 20% |
| Other | 2% | 2% | 2% | 2% | 2% | 2% |
| I don’t trust companies’ environmental and sustainability performance no matter what they do | 9% | 8% | 10% | 15% | 6% | 7% |
Press contacts
Marie Vassiliadis, Communications Manager Stena Metall marie.vassiliadis@stenametall.se mobile: +46 72 163 98 30
About Stena Recycling
Stena Recycling is one of Europe's leading recycling companies, offering comprehensive solutions in recycling and circular services. Every year, around six million tons of waste and end-of-life products are recycled from more than 100,000 customers across a range of industries. By keeping resources in the loop, Stena Recycling plays an important and central role in the transition to a circular economy. Besides actual recycling, Stena Recycling also supports its customers in their development towards sustainable business models through its consulting business Stena Circular Consulting. Stena Recycling is part of the Stena Metall Group. To learn more, please visit www.stenarecycling.com
