KEY POINTS:
Many people are sceptical about the environmental claims of businesses, a survey has found.
The survey, by the G2 advertising agency, found that New Zealanders wanted more proof that businesses were accepting the environmental challenge.
Findings from the research indicated that people were sceptical about the track records of companies, with 67 per cent believing most companies were still not environmentally conscious and used the environment simply as a marketing tool.
G2 managing director Sarah Norrie said 80 per cent of those surveyed wanted companies to tell people what they were doing about the environment, although 42 per cent didn't believe companies when they said they were carbon friendly.
Sustainable Business Network chief executive Rachel Brown said the survey's results matched her organisation's own research.
"There is a lot of inherent public distrust of companies' environmental claims and until consumers can see the evidence and see companies actively demonstrating solutions, that situation won't change."
Ms Brown believed more understanding about sustainability would be important.
"Over the past few weeks there has been a lot of coverage of rising prices particularly petrol and food.
"This leads to political posturing around whether we can afford to look after the environment. In fact the opposite is true. We know that because of the price rises we must take action and improve our efficiencies, by purchasing smaller cars and using them less, by using public transport, by buying local in season foods, or even growing your own as much as you can."
Rhys Taylor, from the Sustainable Living Programme, said "greenwashing" by business was sadly common and a real concern for New Zealanders.
"Many will be cynical about the motivations of business in undertaking sustainability initiatives unless they are earning reputable accreditation labels."
