Some 76% of Australian consumers say that they factor sustainability into their purchasing decisions, new research from South Pole has found.
According to South Pole’s Australia Sustainability Communication Report 2025, produced in association with Mobium Group, while sustainability ranks highly in the typical Australian consumer’s mindset, many ‘struggle to put their ambition into action’.
It found that corporate language on climate-related issues is confusing Australian consumers, with many unable to understand terms such as ‘net zero’, ’emissions reductions’ and ‘science-based targets’.
This lack of clarity is not proving to be an obstacle to ambition, however, with two-thirds (63%) of Australians factoring sustainability into their choice of bank, and 57% considering it when choosing an employer.
‘Telling their story’
“Australians want sustainability, but brands aren’t always telling their story in the right way,” commented Ben Peacock, global creative director, South Pole.
“First and foremost, they need to start by doing something worth talking about and then use accessible, everyday language to be as transparent as possible and bring consumers on their sustainability journey.”
The study, subtitled Confusing or Convincing, surveyed more than 2,000 Australians, aged between 16 and 79, from both urban and rural backgrounds.
It found that close to 90% of Gen Z consumers (aged between 16 and 30), along with 80% of women, are more likely to sustainability in their everyday purchase choices. This compares to 68% among those born before 1979, and 72% among men.
Read more: Australian firms ‘stepping up’ ESG efforts, study finds
Environmental claims
The study also revealed a high level of scepticism around claims made by businesses, with eight out of ten respondents said they distrust environmental or social claims made by companies.
“Consumers increasingly know the difference between greenwash and real action,” added Daniel Klier, CEO of South Pole. “Businesses are limiting their brands by not communicating their actions.
“It’s high time companies prepared to use the right language and educate their customers on the challenges and opportunities that come with this low-carbon transition. Those who resign sustainability to the ‘too-hard basket’ risk their brand value and getting left behind.” Read more here.
