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Sustainable brands are trusted brands

Logo for invoice-WebsiteLONDON: Research funded by the Forest Stewardship Council (FSC) says 80 percent of consumers think corporations should fix the problem of climate change and its effects on the environment.

Crucially for logistics suppliers, the FSC says consumers are more likely to trust companies’ environmental claims when they are backed up by certification marks indicating products are responsibly sourced. Similarly, certification marks are more compelling to consumers when they are endorsed by every day, trusted brands it claims.

The report concludes that “above average” concern was shown in Brazil, South Africa and India; while below average concern was found in China, Hong Kong and Japan. European and Australian consumers set the average for belief in the seriousness of environmental pollution and climate change.

The FSC study concludes that most consumers believe their purchases could make a difference and many intend to increase their eco-spending in the next year. Most consumers are willing to pay more for eco-friendly products and are less likely to switch from a green brand to one that was not green, says the FSC.

FSC’s business development director Marcelle Peuckert commented: “With this research, FSC has gained crucial insights that demonstrate what we can all be doing to better reach global consumers and encourage more sustainable consumption habits. Ensuring the health of our forests is the planet's best defense against climate change, and consumers have told us clearly that partnering with for-profit brands to share this message can be good for people, the planet and the bottom line,” she adds.

FSC was created in 1993 to help consumers and businesses identify products from well-managed forests. FSC sets standards by which forests are certified, offering credible verification to people who are buying wood and wood products. Currently more than 183 million hectares and 27,000 companies are certified to FSC standards worldwide.

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