How brands can clear the greenwashing barrier in consumers' minds - Consumer Intel

How brands can clear the greenwashing barrier in consumers’ minds – Consumer Intel

Last updated: 18/12/2024 at 12:29 PM

29 April 2024

11 Min Read

Despite previous claims to the contrary, sustainability has finally become an all-important purchase driver across beverage alcohol. Global Drinks Intel speaks to brand owners large and small about the challenges they face as they frame their communication accordingly.

According to an article published in the Harvard Business Review last year, a major shift in consumption patterns is starting to emerge.Sustainability, the authors claim in ‘Consumers’ sustainability demands are rising’, will soon become a “baseline requirement for purchase”, and brands considered to be “truly sustainable” will “seize the advantage” from those seen to be lacking in this department. Consumer trust generates positive business outcomes, explains the paper, and sustainability is a powerful driver of trust — particularly among younger shoppers.Beverage alcoho