Truth, transparency & trust: businesses should open up about sustainability

A recent poll by IPSOS, of just over 4,000 adults, revealed where the UK public gets information on net zero policies and who they trust to provide it.

Just 6% surveyed said they get the information from businesses. And of that, just 3% trusted that source.

This presents two major concerns for me.

First, that businesses are not talking more about their policies and progress in relation to UK and global sustainability goals.

And second, that so few people trust this source.

Clearly, there’s work to be done.

Transparency, especially in relation to sustainability, takes bravery.

In most cases, businesses still have a way to go to make their operations, products, and services sustainable, so it may make for uncomfortable reading.

But by being transparent, and sharing intent and progress, it shows respect for their customers, who deserve this information to make a full and informed choice about whether to engage with them – or not.

And I use the word ‘customer’ rather than ‘consumer’ deliberately here.

In his brilliant book, Citizens, Jon Alexander reminds us that the tide is turning, and customers are seizing back their power, emerging from the vale of sharp marketing, that has for too long persuaded them to consume and buy unsustainably.

Increasingly, they’re using their voice and buying power to engage with businesses and brands that shows they prioritise well-being for all (sustainability).