New research from South Pole shows that while most Australians care about sustainability, we’re also not buying every “eco-friendly” label slapped on a product. Turns out we’re a pretty savvy bunch. In fact, eight out of ten of us don’t trust the green claims businesses make.

South Pole’s Confusing or Convincing report found 76 per cent of Aussies consider sustainability when they shop. And it doesn’t stop there. More than six in ten (63 per cent) weigh it up when choosing a bank, and more than half (57 per cent) factor it into where they’ll work. Not bad, considering the cost-of-living crunch.

Yet, a lot of us don’t actually understand the climate lingo businesses are throwing around. Less than half of the people who thought they knew what “net-zero” meant could explain it properly. Terms like “circularity” and “regenerative agriculture”? Forget it.

“Australians want sustainability, but brands aren’t always telling their story in the right way,” said Ben Peacock, South Pole’s Global Creative Director.

“First and foremost, they need to start by doing something worth talking about and then use accessible, everyday language to be as transparent as possible and bring consumers on their sustainability journey.”

Aussies can smell the spin

Sustainability scepticism is sky-high, and according to South Pole CEO Daniel Klier, businesses are playing a risky game.

“Consumers increasingly know the difference between greenwash and real action,” he said. “Those who resign sustainability to the ‘too-hard basket’ risk their brand value and getting left behind.”

It seems Aussies don’t just want sustainability wins. More than half of us (54 per cent) want companies to fess up when they miss a target and explain how they’ll fix it, showing a bit of honesty goes a long way towards building trust.

Everyday choices framing sustainability

It’s also not just about what’s in the shopping trolley anymore.

“Our research shows that sustainability is part of everyday decision-making, shaping how people choose their banks, fashion, household products and even jobs,” said South Pole’s Regional Director for Oceania, Tara Oakley.

Oakley reckons staying quiet isn’t the answer either.

“Brands need to communicate their sustainability actions with a clear story to build trust, rather than walking away and not talking about anything at all.”

Greenhushing won’t cut it either

South Pole actually coined the term “greenhushing” last year — that’s when businesses downplay their eco-efforts to avoid being accused of greenwashing. But the report says that’s out of step with what Aussies want. People would rather hear what you’re actually doing, even if it’s not perfect.

|“We need a change of guard on what sustainability language to use – no more generic, vague or unsubstantiated claims such as ‘green’ or ‘eco-friendly’ and prioritise education on specific, standardised and credible terms such as ‘net-zero’ or ‘sustainable’. ”Oakley says.

The young and the restless (for change)

If you’re thinking this is just a Gen Z fad, think again. Sure, almost 90 per cent of younger Aussies say they prioritise sustainability in their purchases, compared to 68 per cent of the over-45s. But women (76 per cent) and men (72 per cent) aren’t far apart on this either.

Nick Bez, Research Director at Mobium Group, gave Business Builders the big picture:

“The research shows that many Australians remain committed to making environmentally considerate choices, but they want more authentic and transparent information to guide their decisions.”

The message from South Pole’s research is clear: Aussies care about sustainability, but we’ve had enough of fluffy buzzwords. Don’t greenwash, don’t greenhush, just be real. Tell us what you’re doing, admit when you stuff up, and cut the corporate jargon. If you don’t, well, Aussies can smell BS a mile away.

You can download the full report here

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