A majority of Sweden's consumers want companies to provide more information about a product's environmental impact. They also want companies to talk about their environmental efforts, even if they’re not perfect in terms of environmental achievements, as long as the communication is honest and not exaggerated.
This according to a recent study conducted among more than one thousand people aged 18-74 years in Sweden.
- Companies still have some work to do in terms of credibility. About half of consumers say that they don’t trust the companies' environmental claims, says Lars Jonsson, advisor on sustainability communications at Yttra, the company that ordered the study.