When it comes to sustainability, consumers want to know that product claims are supported by credible, independent verification. 

Recent research from the Forest Stewardship Council UK found that 68% of UK consumers consider responsible sourcing important when making purchasing decisions. The study also found that 67% of consumers trust recognised certification labels to help them avoid misleading environmental claims, highlighting the importance of transparency and accountability. 

The findings are a useful reminder that credible sustainability credentials carry significant weight. As consumers seek greater confidence in the products they buy, brands that support their sustainability commitments with clear, independently verified claims may be better placed to build trust and strengthen their reputation.