Consumer Trust in Sustainability

This article was contributed by Sustainable Choice Group.

Australian’s care but they don’t understand the language we use

When Australians are asked if sustainability matters to them, the answer is still a clear yes. According to South Pole’s Confusing or Convincing? report (2025), more than three in four people say a brand’s social and environmental actions influence where they shop, bank, or even work.

But here’s the challenge: the words we use to describe those actions don’t always land. The report shows that many of the most important sustainability terms, like regenerative agriculture, circularity, and science-based targets, are either poorly understood or mistaken for something else.

This is a powerful reminder: the language we use can make or break consumer trust.

Buzzwords and Consumer Trust in Sustainability

The Knowledge–Trust Gap: Why Technical Language Backfires

South Pole’s research found that while people may have heard terms like “net-zero” or “biodegradable,” far fewer can define them accurately.

Take “circularity”. Only 9% of Australians could explain what it means,  yet among those who did, 80% said it increased their trust in a brand.

This is the knowledge–trust gap. It’s not that Australians don’t care. It’s that when brands use complex terms or sustainability buzzwords without explanation, trust doesn’t grow, it erodes.

Why Consumer Trust in Sustainability Matters More Than Ever

South Pole’s research makes two things very clear:

• Australians still reward action. They’re sceptical of greenwashing, but they value real transparency even when it means admitting you’re not there yet.
• Clarity drives credibility. Technical accuracy is essential, but so is everyday language that helps people connect the dots between your commitments and their lives.

Australians remain sceptical: more than 8 in 10 say they don’t fully believe the environmental claims brands make. Regulators are cracking down on greenwashing, while consumers are rewarding companies that demonstrate transparency.

The message is clear: consumer trust in sustainability isn’t built through vague claims. It’s built through clarity, honesty, and tangible action.

Key Takeaways for Brands: Building Consumer Trust in Sustainability Through Clear Language

1. Walk before you talk.
   Australians expect proof before promises. Products, packaging and measurable progress matter more than slogans and catchphrases.
2. Ditch the buzzwords.
   Terms like “eco-friendly” or “green” are seen as vague. Instead, be specific: 100% renewable electricity in Australian operations by 2026.
3. Radical honesty works.
   Admitting challenges or delays can actually build confidence and honesty is essential for building consumer trust in sustainability and your brand.
4. Educate as you go.
   The biggest wins come from translating sustainability terminology into clear, everyday language. This is where the gap becomes opportunity.

Our View? Transparency is the Path to Consumer Trust in Sustainability

At Sustainability Tracker, we see this report as a reality check and an opportunity. Consumers care, but they need help making sense of the sustainability story. By moving beyond sustainability jargon and into everyday clarity, businesses can build resilience, foster loyalty, and turn trust into long-term growth. That’s how you connect with consumers and earn their trust.

Because in the end, consumer trust in sustainability is earned when you show the data, explain it simply, and invite people into the journey… flaws and all.

Check out the full report from South Pole now.