Sustainability, trusts and consumption choices of Italians

The research Il Cittadino Consapevole: Il valore del Trust nelle scelte di consumo sostenibile conducted by the Deloitte Observatory, highlights how sustainability is assuming an increasingly central role in the choices and behaviour of Italian consumers. Sustainability now influences all aspects of daily life, becoming a determining factor especially in consumption decisions and in relationships with companies. But what really makes a brand sustainable in the eyes of the public? And how relevant is the 'trust' factor for consumers in their purchasing choices? Furthermore, how is the risk of greenwashing, or misleading communication about the sustainability of a product or service, perceived? These are the main questions that the Deloitte Observatory research seeks to answer.

Corporate sustainability plays a key role in building a strong foundation of trust not only with end consumers, but also with the wider stakeholder ecosystem. Indeed, for more than 90% of respondents, transparency about the sustainability strategies adopted by organisations is a relevant aspect. Moreover, 78% of the sample expresses greater trust in companies that publicly share their sustainability goals. The survey suggests that trust in a brand is strengthened when citizens understand that their daily actions are part of a broader commitment to a better future. In this context, transparency emerges as a key element of the relationship between citizens and brands, where companies support their customers and openly communicate their challenges, efforts and achievements on the path to sustainability.

Conscious lifestyles are shaping a worldview in which fear of change gives way to the courage of sustainable choices. This trust, based on sustainability, acts as a connection between virtuous citizens and brands that demonstrate they deserve trust through concrete sustainable actions. This connection, based on awareness and responsibility, is the driving force behind a transformation towards a future where respect for our planet is the foundation of every choice.

Trust towards companies is a complex issue. Research shows that approximately 48% of respondents demonstrate spontaneous trust towards brands. At the same time, 40% do not trust 'by default' and believe that trust must be earned and built up over time. Trust is also a relevant factor in purchasing choices. For a third of Italian consumers, particularlythe baby boomer generation (42%), trust is an important purchase driver. These consumers state that when they trust an organisation, they will do anything to buy from it. A further 55%, especially among younger consumers (Gen Z at 67% and Millennials at 61%), confirm the importance of the bond of trust with a brand. In addition to price and product/service positioning, the growing importance of sustainability in building trust emerges, for both existing and new brands.

Confirming the centrality of sustainability, there is the Italians' emphasis on the need for transparent communication on corporate initiatives in the ESG (Environmental, Social and Governance) sphere, as well as the importance of a quality supply chain consistent with the ambitions and purpose of the organisation. Italian consumers, in line with their new habits and lifestyles, pay particular attention to the substantial aspects linked to the production or provision of the good or service.

Most Italian consumers (9 out of 10) would like to have comprehensive and verifiable information on what qualifies a product as sustainable. In fact, the green choice passes through the intrinsic characteristics of the product: from the materials used, which must be biodegradable and recyclable, to the optimised production process with low environmental impact, through to logistics and distribution. However, Italians' trust in brands' environmental claims is still divided: about 60% express confidence, while the remaining 40%, particularly Baby Boomers, remain sceptical.

The credibility of a brand depends fundamentally on the veracity of the information shared, an essential aspect in building genuine trust. Just over a third of the sample, especially the Z Generation, say they often check environmental slogans, consulting certifications, official company channels or review sites. However, a quarter of the population never or only rarely verifies such claims, blindly trusting brand statements. Only 53% of Italians say they easily find information to support the verification of environmental claims. This suggests the need for companies to improve the transparency and verifiability of their sustainability claims in order to build a stronger bond of trust with consumers.

Building a strong trust relationship between companies and customers based on sustainability (the so-called "green trust") requires a tailored approach based on factors such as company size, the complexity of the ecosystem of which the company is a part, and the sector to which it belongs. It is essential to develop an ambitious roadmap that enables the company to integrate sustainability in a distinctive and differentiating manner into every aspect of the business, from the corporate purpose to the products and services offered. This bond of trust can only be built when sustainability commitments are genuine and deeply rooted in the business strategy.

Companies need to understand the rapidly evolving regulatory obligations on environmental claims and integrate an all-round greenwashing risk management and mitigation model. On 6 March, the EU Directive 2024/825 was published, which aims to empower consumers for the green transition by improving protection against unfair practices and information. The directive curbs the phenomenon of greenwashing, i.e. the misleading communication by companies about the environment and sustainability of their products and services. Another key factor is to structure marketing and communication strategies as transparent, consistent and reliable as possible. Develop appropriate storytelling to convey corporate values and support customer engagement and education, subject always to verification by a team with legal expertise.

It is therefore crucial to invest in the development and implementation of a compliance framework with internal audits covering the entire life cycle of sustainable products and all environmental declarations, also extending to key stakeholders. Communication about a company's environmental and sustainability aspects must be based on scientific, tangible and verifiable data, as this data is crucial in sustainability reporting. Within the biodiversity monitoring platform of 3Bee, a series of data collected through the analysis of satellite images and IoT bioacoustics devices placed in the field are brought together, aggregated and synthesised into indices that allow an estimation of the impact of company sites on local biodiversity and consequently identify targeted actions for the regeneration.