Brands must be environmentally responsible, say consumers

GfK surveyed 28,000 people internationally to understand the importance of environmental values, and found that three quarters believed that brands have a responsibility towards the environment.

63% said they felt guilty when they did something that wasn’t environmentally friendly and only bought products and services that appealed to their beliefs, values or ideals.

30-39 year olds were the most emphatic age group in terms of their belief that brands must be environmentally responsible ( 80% agreement); while consumers in India and Indonesia had the highest agreement of individual countries ( 94% and 93% respectively).