Consumers today are more intentional about what they buy. They want products that align with their values, protect their families, and come from responsible companies.
To better understand what matters most to shoppers, we conducted our own research in partnership with ERM Shelton. What we found reinforces a clear trend: people care deeply about sustainability, but navigating today’s marketplace isn’t easy.
With hundreds of ecolabels, competing claims, and unclear definitions of what “sustainable” really means, shoppers are often left to figure it out on their own. In that environment, trusted third-party certifications can make all the difference — if people understand what they stand for.
Consumers Want to Make Better Choices
Research consistently shows that shoppers are making more deliberate and informed purchasing decisions. Demand is growing for safer, more sustainable products, and conscious consumers are willing to reward brands that meet their high expectations and share their values.
According to the National Retail Federation, most people say they’re willing to pay more for sustainable products, and in some categories, those products now cost about the same as conventional options.
Even when people want to choose better products, it’s not always clear which ones live up to their claims. Conflicting information and vague language can make decision-making harder than it should be. Clear, trustworthy information helps cut through that uncertainty and gives shoppers the confidence to follow through on their intentions.
Shoppers Expect Clear, Honest Information
Today’s shoppers want to know what they’re buying and who they’re buying from. Consumers are now asking deeper questions about how products are made, from ingredient sourcing to labor practices to manufacturing emissions.
Research shows a strong demand for labels that are easy to understand and complete.
- 82% of consumers say labels need to be more transparent and easier to understand
- 84% say they would trust companies more with clear ingredient definitions, and 65% say transparency is important
When brands are open and specific, trust grows. When information is vague or hard to find, skepticism follows.
Too Many Claims, Not Enough Clarity
At the same time, the number of sustainability claims in the market has exploded. Different labels and brands often define “sustainable” in different ways, making it difficult to compare products or know what’s meaningful.
A study analyzing five years of sales data identified 93 different types of ESG-related claims across industries. That volume of claims makes it difficult for shoppers to separate meaningful leadership from meaningless marketing language – and harder for consumers to justify spending more on sustainable products when there is a price discrepancy.
Compounding the issue: trust is fragile. A 2021 survey found that most Americans doubt companies that claim to be environmentally friendly, and 45% say they need a third-party validating source.
What Our Research Reveals About Certifications
In 2023, we partnered with ERM Shelton to better understand how consumers view independent product certifications, and how those certifications influence decisions.
How Consumers Identify Sustainable Products
When asked how they determine if a product is environmentally friendly:
- 36% rely on information directly on the label
- 29% look for independent certifications
- 29% do additional research online
Consumers Value Credibility
Awareness of certifications is still growing:
- 74% are not familiar with what independent certifications mean
- Nearly half couldn’t name a certifying organization
Despite low awareness, participants consistently associated independent certification with greater credibility. 56% said they believe certified products are more reputable than conventional alternatives.
Even without deep knowledge, consumers intuitively understand that third-party validation adds trust.
What Consumers Expect Certifications to Deliver
Our research found that shoppers associate certifications with meaningful benefits:
- Safer products for people and families
- Protection for the environment
- Higher overall quality
- Responsible and ethical manufacturing
In short, consumers expect certifications to stand for something real, and to back it up.
Do Shoppers Care?
Yes. Consumers care deeply about safety, sustainability, and transparency. What they’re missing is a clear, consistent way to evaluate their options.
Trusted third-party certifications can bridge this gap. They help by:
- Simplifying decisions — turning complex standards into a clear, recognizable signal
- Building trust — independently verifying that products meet meaningful criteria
- Creating alignment — helping brands, retailers, and consumers speak the same language
When brands clearly communicate their certifications, they give shoppers the confidence to choose products that match their values—and help drive real change in the market.