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The Road Less Travelled: New Paths to Mainstream Consumer Engagement


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Etienne McManus-White of the Forest Stewardship Council shares the results of a global mainstream consumer research study the FSC commissioned and conducted in partnership with The GfK Group.

The research found a big majority of the world’s consumers laid the responsibility of solving the global environmental crisis at the door of businesses. In addition, consumers better trusted companies’ environmental claims when they were backed up by certification marks indicating ingredients and input products were responsibly sourced.

Interestingly, certification marks or labels were more compelling to consumers when endorsed by trusted brands than in isolation. A label endorsed by a trusted brand was found to be just as influential, if not more so, than a label endorsed by prominent ENGOs.

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