Retailers in Consumer Technology and Durables face an uphill battle in achieving consumer trust on the issue, though.
Only one in ten brands are considered eco-friendly, with younger generations in particular skeptical of green claims. Even where sustainable features make a meaningful impact, it can be difficult to communicate this in a clear and accessible way for consumers, both in an online and offline environment.
In addition, retailers generate a large proportion of WEEE (waste electrical and electronic equipment) and are held responsible for addressing this across the life cycle of a product, including maintenance, repair and disposal.
Compounding this is the lack of a universal standard or “sustainability scale” by which retailers can measure their progress. This exacerbates existing skepticism around their claims and makes it more difficult for those retailers taking meaningful action to share progress.