Trust in Green

Read the full story in Sustainable Industries.

As consumers increasingly scrutinize business actions on climate change, they want to see transparent, more credible information on what companies are doing to reduce their environmental impact. Labeling a product or service with “eco-awareness” just doesn’t cut it. Trust is a critical factor across all industries, and especially so within the sustainability and CSR world. Surveying more than 31,000 respondents in 26 markets around the world and measuring their trust in institutions, industries and leaders, the recently released Edelman Trust Barometer reveals a shift back to neutral in 2013, after a year of high distrust in 2012.

Specific to green brands, how can sustainable communications garner trust? Social media is one vehicle worth exploring. Shaping brand image and gaining consumer confidence starts within the company’s sphere of influence and control.

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