A recent Bain & Co. report found only 28% of consumers trust large corporations to create genuinely sustainable products... Despite the often good intent, there are still significant obstacles.
The U.K.'s Competition and Markets Authority found that 40% of online green claims could mislead consumers, while the European Commission reported a staggering 53% of environmental claims in the EU were misleading... making it increasingly challenging to identify genuinely sustainable brands.
Consumers understand that sustainability is a journey... Lego provided a strong example... that its ambitious goal to remove oil-based materials from its products by 2030 had hit a brick wall.
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