Why aren’t people buying my products and services?
While the market for sustainable products and services has almost doubled in just four years, scepticism about green ‘claims’ made by suppliers remains a serious constraint to further purchase for more than 60% of adult Australians. The result is underlying cynicism in the community and the key message to marketers from consumers is that the onus is on them to prove their green claims. 90% of consumers say they have concerns about the environment, but only 10% actively follow through with behaviour and purchasing patterns that reflect these concerns.