--- title: "Greenwashing Kills Brand Loyalty: CPG Consumers Need Proof" description: Consumers are tired of greenwashing. Discover what it really means, why trust is on the line, and how market research can help top CPG brands back up their sustainability claims with action. image: https://blog.mdrginc.com/hubfs/cup%20on%20globe%202-1.jpg --- [![resized-transparent-logo](https://blog.mdrginc.com/hs-fs/hubfs/resized-transparent-logo.png?width=135&height=40&name=resized-transparent-logo.png "resized-transparent-logo")](https://www.mdrginc.com/) - [Who We Are](https://www.mdrginc.com/who-we-are/) - Who We Are - [Our Team](https://www.mdrginc.com/who-we-are/) - [History](https://www.mdrginc.com/who-we-are/history/) - [What We Do](https://www.mdrginc.com/what-we-do/) - Industries - [Healthcare](https://www.mdrginc.com/what-we-do/healthcare-market-research/) - [CPG](https://www.mdrginc.com/what-we-do/cpg-industry/) - [Finance](https://www.mdrginc.com/what-we-do/finance-industry/) - [Media and Communications](https://www.mdrginc.com/what-we-do/media-and-communications/) - [Utilities](https://www.mdrginc.com/utilities/) - 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[System Process](https://www.mdrginc.com/system-process/) - Products - [Brand Tracking](https://www.mdrginc.com/how-we-do-it/brand-tracking/) - [Brand Health Score](https://www.mdrginc.com/brand-health-score) - [Product Innovation Pipeline](https://www.mdrginc.com/how-we-do-it/product-innovation-pipeline/) - [Insights Assessments](https://www.mdrginc.com/cx-insights-assessment-offering/) - [HX Index](https://www.mdrginc.com/healthcare-experience-hx-index) - Capabilities - [Advertising](https://www.mdrginc.com/advertising-research) - [Brand Research](https://www.mdrginc.com/brand-research-2) - [Product Development](https://www.mdrginc.com/product-research) - [Customer Experience](https://www.mdrginc.com/customer-experience-research) - Back - [Our Work](https://www.mdrginc.com/our-work/) - [Blog](https://blog.mdrginc.com/) - [Case Studies](https://blog.mdrginc.com/case-study) - [Thought Leadership](https://www.mdrginc.com/our-work) - [Resources](https://www.mdrginc.com/our-work/resources/) - [Podcast](https://www.mdrginc.com/our-work/mdrg-healthcare-podcast/) - Back [Contact Us](https://www.mdrginc.com/contact/) [Contact Us](https://www.mdrginc.com/contact/) Topic: [Consumer Insights](https://blog.mdrginc.com/tag/consumer-insights) [CPG Market Research](https://blog.mdrginc.com/tag/cpg-market-research) [Beverage](https://blog.mdrginc.com/tag/beverage) [Brand Strategy](https://blog.mdrginc.com/tag/brand-strategy) # Greenwashing Kills Brand Loyalty: CPG Consumers Need Proof by [Margaret Fletcher](https://blog.mdrginc.com/author/margaret-fletcher-mdrg) Jul 1, 2025 3:57:54 PM ## **Greenwashing Fatigue**  Consumers have listened to brands making grandiose sustainability claims for years on end. However, most brands aren’t actually taking action to make their products more sustainable—and when nothing changes, nothing changes.   Tired of listening to empty promises, consumers have given this performative rhetoric a fitting name: greenwashing. And guess what? They’re over it.  ![crushing green bottle](https://blog.mdrginc.com/hs-fs/hubfs/crushing%20green%20bottle.jpg?width=700&height=374&name=crushing%20green%20bottle.jpg)   ## **What Is Greenwashing, Anyway?**  **Greenwashing** is when a brand markets itself as environmentally responsible without doing the work to back it up.   That can look like vague claims (“eco-friendly”), misleading packaging, or promoting a small green initiative while ignoring bigger environmental issues elsewhere in the business.  **[78% of consumers say a sustainable lifestyle is important to them](https://www.recyclingtoday.com/news/mckinsey-nielseniq-sustainability-packaging-research-design-recycling-roi/).** These consumers prioritize sustainability in the way they live, not just what they say.With [**66% of consumers willing to pay more**](https://sustainablebrands.com/read/majority-of-us-consumers-say-they-will-pay-more-for-sustainable-products) for sustainable products, the proof is in the purchasing power.  Words mean little to the modern consumer—they want to see sustainability in action. ![pexels-sarah-chai-7263005](https://blog.mdrginc.com/hs-fs/hubfs/pexels-sarah-chai-7263005.jpg?width=700&height=467&name=pexels-sarah-chai-7263005.jpg)   ## **What Builds Consumer Trust**  People want proof, transparency, and action.  Here’s how some CPG brands are setting the standard:  - [**Nestlé**](https://www.nestle.com/media/news/recycle-paper-packaging-kitkat) replaced plastic wrappers with recyclable paper on KitKat bars,  **effectively implementing large-scale renewable packaging** and encouraging consumers to “take a paper-wrapped break.”  - [**Coca-Cola**](https://www.coca-colacompany.com/about-us/sustainability#:~:text=We%20aim%20to%20grow%20our%20business%20in%20ways,the%20areas%20of%20water%2C%20packaging%2C%20climate%20and%20agriculture.)has** returned 145 billion liters of water to the environment**,  surpassing the amount of water used in its beverage production. Through its **“World Without Waste” **initiative, the company is working to recover and recycle a bottle or can for each one it sells by 2030.  - [**Lavazza**](https://www.rainforest-alliance.org/find-certified/) works with Rainforest Alliance-certified farms to ensure ethical sourcing. Not just for optics, but for long-term brand trust. ![recycle me coca-cola 3](https://blog.mdrginc.com/hs-fs/hubfs/recycle%20me%20coca-cola%203.jpg?width=700&height=467&name=recycle%20me%20coca-cola%203.jpg) ## **It Pays to Be Honest**  Shifting toward more sustainable practices is an investment, but choosing to forgo sustainability could cost you in the long run.  Consumer trust is nearly impossible to rebuild once it’s been lost. That’s a big deal in CPG, where brand loyalty and shelf space are hard-earned and easy to lose.  The good news? Doing the right thing pays off:  - [**Unilever**](https://www.unilever.com/news/news-search/2025/unilever-is-testing-refill-solutions-to-tackle-plastic-waste/), which tests refillable packaging for Dove, reports that its** sustainable brands are growing 69% faster** than the rest of its portfolio.  - Platforms like [**Loop**](https://exploreloop.com/en/purpose) are cutting waste and building new systems for responsible consumption, showing how **reusable packaging reduces overall costs and builds long-term consumer buy-in**.  The bottom line?  **Sustainability is better for your bottom line**.  ![refilled not landfilled](https://blog.mdrginc.com/hs-fs/hubfs/refilled%20not%20landfilled.jpg?width=700&height=289&name=refilled%20not%20landfilled.jpg)   ## **How MDRG Helps Brands Avoid the Greenwashing Trap**  MDRG’s [**Whole Mind™ Approach**](https://www.recyclingtoday.com/news/mckinsey-nielseniq-sustainability-packaging-research-design-recycling-roi/) combines emotional and rational insights to pressure-test sustainability messaging.   Using proprietary frameworks like our [**Brand Tracking**](https://www.mdrginc.com/how-we-do-it/brand-tracking/) tool and our [**Product Innovation Pipeline**](https://www.mdrginc.com/how-we-do-it/product-innovation-pipeline/), we are uniquely positioned to help brands replace greenwashing with ethical strategy, authentic messaging, and transparent results. Discover which sustainable claims your consumers really care about, what you can do to increase sales, and how you can reduce your brand's environmental footprint along the way.  Want to learn more? [**Contact us**](https://www.mdrginc.com/contact/) today.  Are you eager to stay ahead of the curve in your industry? 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[DOWNLOAD NOW](https://info.mdrginc.com/landing-page-improving-insights-a-guide-to-getting-actionable-results-from-market-research) We are America's Favorite **Homestay for Foreign Students!** Start your **student homestay** adventure with us today and find out why international student's from all over the world love AmeriStudent. ## More blogs on this topic: [How Consumer Identity Is Rewriting the Rules of Engagement](https://blog.mdrginc.com/how-consumer-identity-is-rewriting-the-rules-of-engagement) [Why Patient Experience Studies Benefit Everyone in Healthcare](https://blog.mdrginc.com/why-patient-experience-studies-benefit-everyone-in-healthcare) [Greenwashing Kills Brand Loyalty: CPG Consumers Need Proof](https://blog.mdrginc.com/greenwashing-kills-brand-loyalty-cpg-consumers-need-proof) [How Direct-to-Consumer Models Are Changing the CPG Playbook](https://blog.mdrginc.com/how-direct-to-consumer-models-are-changing-the-cpg-playbook) - [Core Competencies](https://www.mdrginc.com/what-we-do/core-competencies/) - [Careers](https://www.mdrginc.com/who-we-are/) - [How We Do It](https://www.mdrginc.com/how-we-do-it/) - [Contact](https://www.mdrginc.com/contact/) - [Blogs](https://blog.mdrginc.com) [![MDRG](https://blog.mdrginc.com/hs-fs/hubfs/raw_assets/public/MDRG_June2021/images/footer-Logo.png?width=182&height=589&name=footer-Logo.png "MDRG")](https://www.mdrginc.com/) - - - - New Orleans, LA 70112 - [(504) - 821 - 1910](tel:(504)%20-%20821%20-%201910) - [info@mdrginc.com](mailto:info@mdrginc.com) © MDRG inc. 2021. 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