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Best and worst sustainability buzzwords to use in advertising, new data reveals

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OnBuy.com has released research showing the most encouraging, discouraging and misunderstood green and sustainability advertising buzzwords according to consumers.

The phenomenon of ‘greenwashing’ is when a company spends more money and effort on making its products and practices seem environmentally friendly, rather than on actually being environmentally friendly.

Perhaps because of ‘greenwashing’, OnBuy.com found that 83% of consumers feel misled by green and sustainable buzzwords in advertising.

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It surveyed 3,446 consumers to find which sustainability buzzwords were most and least likely to work on them in advertising.

‘Biodegradable’ and ‘recycled’ were most successful, with 74% and 63% saying they found the words encouraging.

Meanwhile, ‘eco-friendly’ and ‘low carbon footprint’ were least encouraging, with 22% and 26% respectively.

When asked which buzzwords discourage them the most, consumers’ top answers were ‘powered by nature’ (67%) and ‘organic’ (50%).

Additionally, the most misunderstood green and sustainable buzzwords are:

  1. Low-VOC (96%)
  2. Net zero (48%)
  3. Carbon-negative (26%)
  4. Clean (22%)
  5. Green (19%)

Tags : OnBuy.comresearchsurvey
Sam Lewis

The author Sam Lewis

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