In today’s whirlwind of information overload, consumers struggle to navigate a labyrinth of vague corporate promises and ethical claims.
The latest Edelman Trust Barometer reveals that 59% of Australians believe business leaders are purposely trying to mislead them.
At the same time, a YouGov report found that 52% of consumers think that fashion brands lack transparency about how sustainable/ethical their products and operations are. And it’s not just brands. Disillusionment with politicians, media, and institutions has fuelled widespread scepticism, spilling into how people perceive companies. But, Gen Z and Millennials, who define themselves as values-driven and vocal, are demanding more. This research, suggests that over 60% of Millennials will pay extra for sustainable products, and 58% of Gen Z prioritise ethical brands.
Brands that fail to prove their authenticity face swift backlash, as social media and investigative journalism expose ‘purpose-washing’ in real time. To rebuild trust, businesses need a new approach rooted in clear, honest communication that strengthens credibility, shapes public perception, and ensures real impact doesn’t get lost in the noise.
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Transparency – with Accountability
If you say you’re sustainable, prove it.
If you claim ethical sourcing, show the receipts. Consumers are no longer taking brands at their word and with good reason. Take the fast fashion industry as a cautionary tale. Brands like H&M have been called out for marketing “conscious collections” while still engaging in exploitative labour practices. This inconsistency damages credibility. Radical transparency is key. According to the Edelman data, 81% of Australians believe businesses who are transparent about innovation and change are more trustworthy.
Brands need to share concrete data, progress reports, and third-party verifications. Patagonia’s ‘Footprint Chronicles’ is a masterclass in this approach, detailing each product’s environmental impact. Some companies even leverage blockchain for supply chain traceability, giving consumers access to verifiable proof of ethical sourcing.
Make Impact Personal: Storytelling over Stats
While data builds credibility, emotions drive action.
People connect with human stories, not jargon. Rather than just listing sustainability goals, brands should bring their impact to life by showcasing the people behind the story, whether it’s workers in the supply chain, local communities, or employees. One standout example is Thankyou, built on a social enterprise model that reinvests profits into global poverty solutions. Rather than just publishing numbers, they tell the stories of the people they help, creating an emotional bond with consumers. Use behind-the-scenes content, first-person testimonials, and video storytelling to make your impact real. Authentic voices resonate far more than an annual report gathering dust.
The Power of Independent Certifications
Consumers are savvy and they recognise when something is fluff versus legitimate action.
This is where third-party certifications come into play. B Corp, Fair Trade, and Climate Neutral certifications provide credibility and show a commitment to verified standards. However, certifications only matter if brands actively communicate their significance and embed them into core values and operations, shaping everything from supply chain decisions to customer engagement.
For example, Who Gives A Crap, doesn’t just mention their B Corp status in passing. They dedicate space on their website and packaging to explain how being a B Corp aligns with their mission, what rigorous criteria they had to meet, and how it influences everything from their production process to profit reinvestment.
Perfection is a Myth, Own the Journey
Perfection is a myth, and consumers know it.
Trustworthy brands don’t pretend to have all the answers; they openly discuss their challenges and improvement plans.Aesop is known for its commitment to sustainability and ethical sourcing. Instead of vague claims, their Sustainability Report outlines progress toward reducing their carbon footprint, ethical sourcing of ingredients, and sustainability initiatives within their supply chain. They publicly disclose their progress toward sustainability goals, openly acknowledging areas where they still need improvement. Rather than fearing negative feedback, brands should proactively address their shortcomings and outline clear roadmaps for improvement.
Turning Impact into a Brand Strength
Impact is a powerful differentiator—if communicated well.
Brands must explain not just their efforts but why they matter. In Australia, ACCC rules demand accuracy in sustainability claims; exaggeration risks fines and lost trust. A well-crafted impact messaging strategy brings clarity to a brand’s sustainability efforts, ensuring that key messages resonate with consumers while safeguarding against greenwashing.
To maximise trust, brands should:
- Integrate impact into the brand’s core narrative- they shouldn’t feel like a separate initiative. For example, a B Corp certification should be woven into the brand’s identity, values, and everyday communications.
- Use language that is clear, engaging, and accessible – because if people can’t understand your impact, they won’t trust it. Impact messaging should break down complex initiatives into straightforward, relatable terms that show real-world benefits.
- Brands must ensure all sustainability claims comply with ACCC guidelines to avoid legal pitfalls and the risks of greenwashing.
- Real stories bring impact to life. Incorporate real-world examples of how their impact-driven practices benefit people, communities and the planet.
- Doing better is an ongoing journey. Brands should regularly update their audience on progress, challenges, and improvements to demonstrate continuous commitment.
Consumers are no longer passive but brand watchdogs, ethical spenders, and vocal critics.
Trust isn’t built overnight; it’s earned through consistent, transparent action and clear communication. When brands get their impact messaging right, their efforts become a real differentiator, not just another claim.
The trust deficit is real, but so is the opportunity to bridge it.