Cost, greenwashing and jargon are among the top worries of consumers when choosing and buying sustainable products and materials for their homes, according to new research.
Over half (52%) of people said they would like to buy products or materials for their home that are sustainable and have a positive impact on the environment but think these products are more expensive. On top of this, 50% worry that a company’s claims around the sustainability credentials of their products or materials for their home may be misleading or inaccurate.
The report, Homes Unhooked 2023-2024 report, a PR and marketing guide for the home industry, also found that 27% of consumers don’t know where to check the information and proof of sustainability claims for products or materials for their home. Furthermore, nearly a quarter (23%) said they don’t understand the language and terminology used by businesses to explain the sustainability credentials of their products or materials.
Claire Gamble, Managing Director of Unhooked Communications, said: “It’s important for businesses in the construction and home interiors industries to have consistent messaging and proof points across multiple channels, including their website and social media, as well as third party channels, such as review sites and media outlets. Awards and accreditations can also help to build trust and credibility.”