There’s fact to the adage, “Out of sight, out of thoughts.”
Not less than, that’s what analysis from Trellis knowledge companion GlobeScan exhibits with regards to the sharp decline within the public visibility of sustainability messaging by manufacturers. Throughout greater than 30 international markets surveyed, the attain and credibility of sustainability communications diminished within the final yr. In 2025, solely 36 p.c of shoppers reported seeing not less than “some” sustainability messaging from manufacturers, down from 49 p.c in 2023.
Belief in these messages has additionally fallen: 65 p.c of individuals reached by sustainability communications say they’ve not less than “some” belief in them, in comparison with 79 p.c in 2022. These tendencies have been constant throughout eight main product classes:
- Automobiles
- Cleansing merchandise
- Clothes
- Electronics
- Monetary companies
- Residence furnishings
- Packaged meals
- Private care merchandise
What this implies
For manufacturers, pulling again on sustainability communications dangers dropping shopper belief and relevance. As fewer folks see and consider these messages, manufacturers have much less affect on buy choices and sustainable behaviors — even when the identical work is continuous underneath the radar. To remain impactful, organizations should rethink how they interact shoppers and make sustainability messaging extra seen, credible and personally significant.
Primarily based on a survey of greater than 30,000 shoppers throughout 31 nations carried out July — August 2025