ANALYSIS: Green Product Claims Face Growing Consumer Scrutiny

Nearly 80% of millennials and over 60% of Gen Z and Gen X are willing to pay more for sustainable products, according to the Business of Sustainability Index. However, fraudulent sustainable product claims have increased steadily over the last five years, signaling that consumers are questioning whether these products are actually environmentally friendly.

This raises the question: If the upward trend in fraudulent sustainability product claims continues, will consumers’ appetite for these products lessen and the number of lawsuits increase?

One development may encourage companies to live up to the sustainability claims on their products, thus possibly retaining their ...