Brands that are making sustainability claims these days should ensure that they can be backed up. Not only will greenwashing cause backlash, consumers are not blindly trust sustainability claims.
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Sample size: N=5000 beauty product shoppers (N=1,000 each from Singapore, Malaysia, Indonesia, the Philippines, and Thailand)
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Brands that are making sustainability claims these days should ensure that they can be backed up. Not only will greenwashing cause backlash from the media and public, consumers these days don't blindly trust sustainability claims.
Our study conducted across Singapore, Malaysia, Indonesia, the Philippines, and Thailand among 5,000 beauty product shoppers found that 67% of respondents will research more about the claims on their beauty products packaging to know if they are really sustainable/clean/ethical, especially those from the Philippines (83%) and Malaysia (72%).
