A consumer backlash has started against retailers and brands that appear to be jumping on the ‘green’ bandwagon, according to research from Viewpoint.

Suspicious

Speaking at the BCSC Conference in Gateshead, Chris Sanderson, creative director at Viewpoint, said consumers were becoming increasingly suspicious of companies and brands that make ‘Green’ claims, and warned that landlords and retailers had to beware of overtly ‘green-tailing’.

Uber-brands

‘Twenty-eight percent of people in the Autumn survey, up from 22% in the Spring, are suspicious of newly squeaky uber-brands that have gone green overnight. They see it as just gesture retailing,’ said Sanderson.

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