CorpComms Magazine

Two thirds of brands are considered meaningless by consumers, according to new research by global media network Havas Media.

Sustainability is moving up the consumer agenda and influencing brand reputation. Four out of five consumers now expect business to act responsibly, with three quarters of respondents placing the onus for tackling environmental and social problems on business rather than governments. The brands that consumers perceive to be the most sustainable are also considered the most relevant, according to the study Brand Sustainable Futures.

However just 29 per cent of consumers believe brands are really living up to the high ideals set for them and working hard to resolve sustainability issues.

Consumers are similarly erratic when it comes to applying their ideals. While 86 per cent of shoppers say they do consider sustainability concerns when purchasing goods, over half confess to not doing so consistently or regularly. 

Alfonso Rodés Vilà, chief executive of Havas Media, said: 'Brand Sustainable Futures highlights that sustainability is no longer about responsibility; it's about survival. 

'Companies must embrace sustainability as part of their core business and start developing a fluid dialogue with shared thinking with consumers and other key networks in society so that their brands contribute to a meaningful purpose. This analysis will help us show clients how they can start reconnecting with consumers by using sustainability and building social capital.'

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