Euromonitor International has warned that “green fatigue is sinking
in” as consumers struggle to see results of their commitments to
sustainability.
They are becoming “greenwashed out”, Euromonitor suggests, referring
to many of more than 60% of consumers who tried to have a positive
impact on the environment in 2023 but are concerned that climate
catastrophes haven’t slowed down.
“Extreme weather events like intense wildfires, severe droughts and
devastating floods are wreaking havoc on communities around the world.
And as temperatures continue to rise, so does consumer scepticism,”
Euromonitor says.
“While consumers are attempting to live more sustainably, they
question whether companies and governments are fully utilising available
resources to create a meaningful impact.”
The Euromonitor report has implications for the tourism industry
which has been in the vanguard of efforts to present a positive message
about their contribution to efforts to combat global warming.
“Consumers realise that their individual contributions can only do so
much. They’re tuning out of messages that place the burden on their
behaviour. Instead, they want organisations to step up and show proof of
their eco pledges. People who are ‘greenwashed out’ won’t accept empty
promises or false narratives.
Environmental concerns remain top of mind, Euromonitor said. “Some
consumers will keep making sustainable choices within their means,
whilst others who feel discouraged might not make as much of an effort.
Barriers like affordability and distrust are big challenges preventing
further action.