With the eco-world on overdrive, overall skepticism in companies’ corporate social responsibility initiatives is higher among LOHAS consumers, the portion of the population that is most interested in sustainability and the earliest adopters of sustainable products, than general population U.S. adults, according to research from the Natural Marketing Institute. Defined by NMI as a “Greenwashing Washout,” partly driven by the fact that current corporate sustainability messaging is ineffective, even the most eager consumers question companies’ CSR.
It is therefore not only important for companies to make their CSR values known and aligned to the consumer; it must be done authentically to promote trust in the brand, NMI says. While many consumers remain unsure of the details, the corporate world does, as a whole, appear to be making some progress. LOHAS consumers generally believe companies are more socially responsible now than in years past.