Research released by global climate consultancy South Pole reveals more than three-quarters of Australians consider sustainability when purchasing products. Yet, many consumers struggle to put their ambition into action, with companies consistently using language that consumers simply don’t understand.

“Australians want sustainability, but brands aren’t always telling their story in the right way,” said South Pole Global Creative Director Ben Peacock.

“First and foremost, they need to start by doing something worth talking about and then use accessible, everyday language to be as transparent as possible and bring consumers on their sustainability journey.”

Knowledge gaps

The new report “Confusing or Convincing” was informed by comprehensive community research conducted by Mobium Group. The study included deep dives into Australians’ awareness, understanding, and confidence in defining high-profile environmental terms – revealing critical gaps between messaging and public knowledge.

Less than half of the respondents who thought they understood key climate terms were able to correctly define these concepts, including net-zero, circularity, regenerative agriculture, and nature positive.

The research also uncovered deep-seated sustainability scepticism. In part, this can be attributed to the sometimes vague and unsubstantiated claims that businesses are tempted to make.

“Consumers increasingly know the difference between greenwash and real action,” said South Pole CEO Daniel Klier.

Sustainable expectations

The report also adds insight to existing gender and generational gaps in Australia, as young people and women are reportedly more ambitious in their own sustainable impacts.

Almost 90% of Gen Z (16-30 years old) Australians, and nearly 80% of women, are more likely to prioritise sustainability in their everyday purchase choices. This is a stark jump from 68% of those born before 1979 and slightly more than men (72%).

In terms of communication, there is an expectation for brands to go beyond stating goals –clear, honest communication and evidence of action is essential.

There’s even demand for brands to admit when they miss targets, not only celebrating successes. 54% of respondents call for companies to admit if they have faced challenges and then explain how they are going to overcome them.

Sustainable language

Mr Klier says businesses are limiting their brands by not communicating their actions.

“It’s high time companies prepared to use the right language and educate their customers on the challenges and opportunities that come with this low-carbon transition,” he said.

“Those who resign sustainability to the ‘too-hard basket’ risk their brand value and getting left behind.”