Consumer Reports talking about Green fatigue.
“Weary of the push to be more environmentally responsible, consumers push back. You know you suffer from green fatigue when you hide the empty jelly jar in the trash, rather than rinse and recycle.”
They highlight cleaning products with focus on greenwashing and data from GfK.
Our take: Consumers aren’t getting weary of the push to be more environmentally responsible, they are just starting to engage. What makes them weary are products that cost too much, don’t perform, or mislead buyers regarding environmentally friendly choices, as the GfK study data shows. There is a big opportunity for gatekeeper brands and retailers who help consumers get to choices that work on all counts.