The UK general public is increasingly baffled by the language of sustainability, according to a new study.
The Semantics of Sustainability report, published last month by communications agency Brands2Life, found that more than half of consumers are confused by green terminology.
‘Net zero’ and ‘decarbonisation’ were particularly misunderstood, with around 60 per cent of people not clear what either term means.
The researchers also found that nearly half of those surveyed want to have a better understanding of sustainability terminology.
“An opportunity exists for businesses to help consumers better understand sustainability and how they can play their part,” the authors write.
Consumers ignore sustainability claims because of confusing language
The report found that 56 per cent of people surveyed have either some confusion around the term ‘sustainability’ or do not know what it means.
The words ‘eco-friendly’ and ‘recycling’ are also hard to understand, while 51 per cent of respondents say they’ve never heard of ‘circularity’.
Brits are most concerned about the fabrication of sustainability claims in the fashion industry, followed by the automotive sector and the energy sector, according to the report.
A third of consumers admitted to ignoring what brands say because it confuses them.
‘We’re at a critical juncture in the UK’s net zero journey’
Despite finding sustainability language obscure, just under half of the UK respondents say they want to learn more about what it actually means.
The report found that 68 per cent believe it’s the role of businesses to demystify green terminology, and three-quarters urge companies to simplify the language around actions people can take to fight climate change.
“For too long, the language of science and disclosures have confounded the general public, but as the climate emergency intensifies, people want businesses to do better,” says Carolyn Irwin, a managing director at Brands2Life.
“Our report shows that consumers do not want brands to step back.”
However, public belief that institutions will make the necessary changes is low: only 13 per cent of respondents said they believe businesses will demystify sustainability, while just 22 per cent said they think the government will provide guidance on how people can lead more sustainable lives.
“We’re at a critical juncture in the UK’s net zero journey, with a range of economic, political and societal headwinds forcing businesses to reassess their sustainability agendas,” Irwin says.
“Businesses that offer more accessible, accurate and straightforward language have an opportunity to lead and differentiate.”
What does ‘sustainable’ mean?
The survey not only shows the need for greater education surrounding climate language but also highlights how businesses can greenwash their actions using little-understood buzzwords.
Here are some keywords and their definitions:
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Sustainable - something made in a way that causes little or no damage to the environment.
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Green - adjective describing people, organisations or actions that pose as little risk to the environment as possible.
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Environmentally-friendly - actions that do not harm or are trying to help the environment.
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Single-use plastics - plastic items that are used once and then thrown away.
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Net zero - a state where emissions of carbon dioxide due to human activities and removal of these gases are in balance over a given period.
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Circular economy - an economic system based on the reuse and regeneration of materials to continue production in an environmentally friendly way.
