Dutch consumers do not have a clear idea of what is meant by the phrase ‘a sustainable product’ according to a survey by advertising agency DDB and researchers Intomart GfK, reports today’s Financieele Dagblad.

Almost one-third of those questioned said they thought it meant that an item would last longer and one-quarter had no idea at all. Only 16% understood that a sustainable product is one which is good for the environment, the paper says.
A hint of optimism sneaks through when the paper reports that the phrase ‘sustainable business’ scores better… but this immediately disappears when the paper adds that 46% were not able to say what it is.
The paper points out that three energy companies (Nuon, Essent and Eneco) are in the top five when it comes to having a ‘sustainable’ image, together with Ikea and Philips. Shell and KPN are among lowest scoring.