13 June 2019

Consumers in the Netherlands not trusting of environmental claims on packaging

Sustainability is a major issue for Dutch consumers, with many concerned about the state of the environment and whether levels of damage done are reversible. When it comes to protecting the environment, consumers are more likely to believe such practice to be the responsibility of big business rather than the individual. As such, it is important that brands are seen to be acting in an ethical and environmentally friendly manner.

However, 2019 FMCG Gurus research shows that consumers in the Netherlands are not over-trusting of sustainability claims made by brands. For instance, only 30% of consumers say that they are trusting of environmental claims made on food brands, whilst only 29% say that they are trusting of such claims made on soft drinks brands. This can be linked to consumers believing that brands can often engage in greenwashing, making claims around sustainability initiatives that can often turn out to be misleading.

As such, it is important that products and brands demonstrate maximum transparency when it comes to sustainability claims across the whole of the supply chain. When it comes to types of environmental claims, consumers in the Netherlands are most likely to want reassurance that materials used to make packaging (i.e. trees, plants) are replaced after being sourced (57%). Additionally, a total of 47% of consumers also say that they want information on environmental practices to be as simple as possible. This means that as well as demonstrating maximum transparency when it comes to environmental claims, information also needs to be communicated in a simple and straightforward manner. The materials used to make the packaging (i.e. trees, plants) are replaced after being sourced.