Gen Z's trust in business green claims Australia 2023
The trustworthiness of green claims made by businesses across Australia has come into focus recently, with several consumers doubting certain terms used to indicate a product or service's sustainability. Among the country's Gen Z consumers surveyed in March 2023, 'Recyclable' was the most trusted green claim, with around 48 percent of the generational cohort having faith in the term. The term 'Carbon positive', on the other hand, was the least trusted green claim among Australia's Gen Z consumers.