The poll of over 6,500 adults across 13 countries in North America, Europe, and the Asia-Pacific found that 62% believe companies are greenwashing, up from 33% in 2023, and 52% in 2024.
Furthermore, only 25% of consumers consider sustainable products affordable, and just 16% feel they have access to sufficient sustainability information.
The findings from French IT consulting firm Capgemini highlight the need for “transparent and evidence-backed sustainability communication”, according to the researchers, with 77% of respondents also saying that corporations should do more to reduce emissions.
This comes after a European Commission study found that a significant portion of environmental claims made by companies are misleading or unsubstantiated, with 53% being vague or unfounded and 40% lacking supporting evidence.
In response, the UK’s Competition and Markets Authority (CMA) has been granted powers to impose penalties of up to 10% of a company’s global turnover for misleading environmental claims, effective from April this year.
“This sends a strong message to businesses: sustainability communications must be accurate, transparent, and backed by evidence,” the Capgemini researchers said.
Cyril Garcia, head of global sustainability services and corporate responsibility, added: "Shifting regulatory landscapes undoubtedly add complexity, but they also strengthen the case for rethinking growth and resilience and for future-proofing competitiveness.”
The research also involved a survey of over 2,000 executives from more than 700 organisations, finding that 80% plan to increase investment in environmental sustainability, up 8% since last year.
Many are already feeling the strain of climate impacts, with more than seven in 10 executives reporting disruptions to supply chains, noting further disruptions to production, and suffering from raw material shortages. Two-thirds face difficulties managing insurance or financial risks.
Indeed, more than half consider their organisation underprepared for the impacts of climate change, with only 38% upgrading infrastructure, 31% shifting production to less climate-vulnerable regions, and 26% redesigning products.
“Business leaders still see sustainability as a core driver of business value,” Garcia continued. “However, with global uncertainty and constrained budgets, many companies are facing a reality check.
“With climate risks increasingly high on the corporate agenda, business leaders need to adopt a pragmatic, operational approach and urgently implement concrete, financed transition and adaptation measures. This will not only build true resilience, but also fuel innovation and competitiveness.”
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Chris Seekings is the Deputy Editor of ISEP’s Transform magazine, which is published biomonthly for ISEP members. Chris’s role involves writing sustainability-related news, features and interviews, as well as helping to plan and manage the magazine’s other day-to-day activities.
