A new piece of elephant-commissioned research explored how consumers rated brands from 20 industry sectors in terms of their perceived response to the climate emergency. In terms of brands taking a leadership stance, consumers were most likely to rate supermarkets and charities as the two sectors where they felt brands were going the extra mile to make a positive difference.
On the flip side, around 70% of adults felt there was corporate green washing across a number of the sectors surveyed. In many sectors, consumers felt there was a lack of sincerity regarding the perceived stance on climate change.
The elephant study wanted to capture a snapshot on how consumers rated the brands they dealt with. The assessment compared results by sector to give a thematic impression and a sense of sector comparison. The full report will be out in June.