Last Updated: July 2025
Table of Contents
- TL;DR
- The Visibility Gap: Doing Good in Silence
- Do Consumers Actually Care About Sustainability?
- Why Are Companies Still Burying Their Impact?
- What Happens When Companies Fake It?
- How Sustainability Becomes a Business Advantage
- FAQ
TL;DR
Companies spending real money on sustainability but keeping quiet about it are leaving value on the table. According to a 2025 Blue Yonder survey, 78% of consumers say sustainability is important in their purchasing decisions — yet only 20% actually believe what brands claim. The gap between doing good and communicating it authentically is where the business opportunity lives.
The Visibility Gap: Doing Good in Silence
"How much is this going to cost me?" That’s the first question most executives ask when a sustainability initiative hits the table. It’s the wrong question — and it’s costing them more than they think.
Until very recently, sustainability lived in the "burden" category. Capital-intensive projects — LED retrofits, solar installations, water reduction — get pitched because the Return on Investment can be clearly defined. Switching to LED bulbs saves a calculable amount each year until the project "pays for itself." Other changes, like swapping to biodegradable paper towels or eliminating plastic bottles, are closer to cost-neutral but still serve sustainability goals. For property managers, these changes deliver more than just cost savings.
Here’s the problem: most companies have implemented some version of these measures, and some are saving hundreds of thousands of dollars annually as a result. But the impact stays buried in annual reports, tucked into internal communications, or relegated to a footnote. That’s an opportunity being left on the table — one that connects directly to revenue, retention, and reputation.
Do Consumers Actually Care About Sustainability?
Yes — and the numbers keep growing. Nearly half of Americans (49%) reported purchasing an environmentally friendly product in the last month in 2025, up from 43% in August 2024, according to GlobeScan. This isn’t a niche audience anymore.
The data across multiple 2025 studies paints a consistent picture. Euromonitor’s Voice of the Consumer report found that 61% of global consumers care about climate change and actively try to have a positive environmental impact. A Shorr report found that 90% of consumers are more likely to buy from brands they perceive as sustainable. And these numbers spike among younger demographics — 65% of Gen Z say they prefer brands that take a clear social stance, according to YouGov.
For real estate managers, this translates to higher tenant retention — whether driven by sustainability values or lowered utility costs — and the difference between organizations choosing one building over another based on public image. For businesses across sectors, it means consumers are actively looking for reasons to choose you. They just need to know you’re doing the work.
Why Are Companies Still Burying Their Impact?
It appears that many organizations have not considered the power that sustainability initiatives have on purchasing decisions and loyalty. The business case is sitting right there — and most companies are ignoring it.
But there’s a catch that makes the opportunity even more urgent. The 2025 Blue Yonder survey revealed a trust crisis: only 20% of consumers believe brand sustainability claims. That means 78% of consumers care about sustainability when shopping, but the vast majority don’t trust what companies are telling them. The organizations doing genuine work and staying silent are being punished twice — once for not communicating, and again because skepticism is rising thanks to the companies that fake it.
Organizations doing real work need to communicate their progress and — more importantly — their intent to keep making an impact. Silence isn’t humility. It’s a missed competitive advantage.
What Happens When Companies Fake It?
They get caught. And the consequences are escalating.
"Greenwashing" occurs when an organization gives the appearance of environmental responsibility without making the investments to back those claims. Companies like S.C. Johnson and General Electric have been successfully sued for greenwashing claims. And the legal landscape is tightening. In 2025, greenwashing lawsuits surged across industries — from Denmark’s first greenwashing case against Europe’s largest pork producer, Danish Crown, to fashion brands like ASOS and Boohoo facing scrutiny over misleading sustainability labels.
Consumers today are the most informed they have ever been, and they can see through obvious marketing ploys. The authenticity gap — between what companies say and what they actually do — is closing fast, driven by regulatory pressure, social media accountability, and a generation of consumers who grew up fact-checking brands in real time.
This is exactly why genuine sustainability efforts matter. The companies doing real work need to own it — loudly and transparently — before the fakers drown out the signal.
How Sustainability Becomes a Business Advantage
Sustainability does not have to be a cost-saving measure or a compliance checkbox. For businesses that truly embrace it, it becomes a tool to engage existing clients and attract new ones in a more meaningful way.
The formula is straightforward: do the work, then tell the story. Communicate progress with specifics — pounds diverted from landfills, energy saved, communities impacted. Avoid vague language and unverifiable claims. And connect every initiative back to a larger purpose that consumers can verify and rally behind.
For companies managing e-waste, this connection is especially powerful. Every device refurbished instead of shredded is both an environmental win and a digital equity win — putting technology into the hands of working families who need it. That’s a story worth telling.
Ready to turn your retired technology into measurable social and environmental impact? Fill out the technology donation form today and give your organization a sustainability story backed by real numbers — devices distributed, e-waste diverted, and communities connected.
FAQ
Does sustainability actually increase customer loyalty?
Yes. Multiple 2025 studies confirm that consumers factor sustainability into purchasing decisions — 78% say it’s important, and nearly half of Americans actively bought sustainable products in the past month. The key differentiator is authenticity — consumers reward companies that back claims with evidence.
What is greenwashing and how do I avoid it?
Greenwashing is making environmental claims your business can’t substantiate. Avoid it by reporting specific, measurable outcomes rather than vague aspirations. With greenwashing lawsuits surging in 2025, the risk of getting caught has never been higher.
Do Gen Z consumers care more about sustainability than other generations?
Gen Z is more likely than older generations to support brands with a moral message — 65% say they prefer companies that take a clear social stance. But sustainability expectations are now mainstream across demographics, not limited to younger consumers.
How can donating old technology boost my company’s sustainability story?
Donating retired devices to organizations like Human-I-T creates a measurable dual impact: e-waste diverted from landfills and technology placed with income-qualified families. That gives your company concrete numbers to communicate — not vague claims, but verified outcomes. Contact us today to learn how our certified ITAD services can anchor your sustainability reporting.
Why do so few consumers trust brand sustainability claims?
Only 20% of consumers believe what brands say about sustainability — a direct result of years of greenwashing. Rebuilding trust requires transparency, third-party verification, and consistent communication that shows progress over time, not just promises.
