Brits Want Businesses to Do More for the Planet as Trust in Green Claims Falls

Nearly three-quarters of Brits believe businesses should be financially supporting environmental causes, while more than half are sceptical about the sustainability claims companies make, according to new research.

Sustainability has become a major talking point for businesses, but it seems British consumers are looking for more than promises when it comes to protecting the planet.

New research from environmental organisation 1% for the Planet has revealed that 74% of Brits believe businesses have a responsibility to contribute financially to environmental causes, with younger generations particularly keen to see companies taking meaningful action.

The survey of 2,000 UK adults also suggests that growing concerns about climate change are influencing what people expect from the brands and businesses they support.

Following a summer of unusually hot weather across the UK, more than half (52%) of respondents said the high temperatures had increased their sense of urgency around climate change and environmental action.

This feeling was even stronger among younger adults, with 70% of Gen Z and 63% of Millennials saying the hot weather had made environmental issues feel more pressing.

Younger Generations Are Calling for Greater Responsibility

As conversations around sustainability continue to shape consumer attitudes, younger generations appear particularly determined to see businesses play their part.

The research found that 84% of Gen Z and 82% of Millennials believe UK businesses should be financially supporting environmental initiatives.

And while businesses may feel that making a meaningful contribution requires a substantial investment, even a small percentage of revenue could have a significant impact.

According to 1% for the Planet, if UK businesses committed just 1% of private sector turnover to environmental causes, it could generate approximately £55 billion each year.

When asked how much businesses should contribute towards environmental solutions, 22% of respondents selected between 3% and 5% of annual revenue, making it the most popular specified response. A further 20% believed a contribution of between 1% and 2% would be appropriate.

There were also differing opinions about which businesses should carry the greatest responsibility.

More than half (54%) felt that large corporations and multinational companies should be leading the way when it comes to funding environmental protection.

However, almost a third (30%) believed all businesses should contribute the same percentage of their turnover, regardless of their size.

Where Do Brits Want Environmental Funding to Go?

With environmental concerns becoming increasingly important to consumers, the research also explored which causes people believe businesses should prioritise.

Tackling climate change and reducing carbon emissions emerged as a leading concern, with 52% of respondents identifying this as an area where financial support should be directed.

Protecting and restoring nature was another key priority, selected by 49% of those surveyed.

The findings suggest that people want to see businesses investing in environmental solutions that deliver tangible benefits, rather than relying solely on sustainability messaging.

Green Claims Are No Longer Enough to Win Consumer Trust

Despite growing expectations around corporate environmental responsibility, the research highlights a significant challenge for businesses: consumer trust.

More than half (52%) of Brits admitted they do not trust the environmental and sustainability claims UK companies typically make in their advertising and marketing.

With sustainability now featuring prominently in everything from product packaging to brand campaigns, consumers are becoming more conscious of the difference between genuine environmental commitments and claims that may be difficult to substantiate.

For businesses, this means demonstrating progress could be just as important as making the initial commitment.

The research suggests that independent certification could play an important role in helping consumers feel more confident about their choices.

Just over half (51%) of respondents said they would be more likely to choose a company with independent environmental certification when deciding between two similar products or services.

Among younger consumers, this preference was particularly noticeable, rising to 73% of Gen Z and 61% of Millennials.

Why Businesses Need to Back Up Their Sustainability Promises

As environmental awareness continues to influence consumer expectations, the findings highlight the growing importance of transparency, accountability and genuine financial commitment.

Kate Williams, CEO of 1% for the Planet, said:

“People are feeling a growing sense of urgency to take action for the environment, and they expect businesses to shoulder their share of the responsibility.

“But simply making another green promise isn’t enough. Businesses need to demonstrate that their contribution is real. That’s why independent verification matters, and why making a clear, accountable commitment can be so powerful.”

For businesses, the message from consumers is clear. Sustainability is no longer simply about having the right intentions or making environmentally friendly claims.

With more people paying attention to how companies operate and where their money goes, businesses that can demonstrate genuine environmental contributions may be better placed to earn consumer confidence.

And as younger generations continue to place greater importance on environmental responsibility, showing measurable action rather than making promises could become an increasingly important part of building lasting trust.