There’s truth to the adage “Out of sight, out of mind.”
At least, that’s what research from Trellis data partner GlobeScan shows when it comes to the sharp decline in the public visibility of sustainability messaging by brands. Across more than 30 global markets surveyed, the reach and credibility of sustainability communications diminished in the last year. In 2025, only 36 percent of consumers reported seeing at least “some” sustainability messaging from brands, down from 49 percent in 2023.
Trust in these messages has also fallen: 65 percent of people reached by sustainability communications say they have at least “some” trust in them, compared to 79 percent in 2022. These trends were consistent across eight major product categories:
- Cars
- Cleaning products
- Clothing
- Electronics
- Financial services
- Home furnishings
- Packaged food
- Personal care products
What this means
For brands, pulling back on sustainability communications risks losing consumer trust and relevance. As fewer people see and believe these messages, brands have less influence on purchase decisions and sustainable behaviors — even if the same work is continuing under the radar. To stay impactful, organizations must rethink how they engage consumers and make sustainability messaging more visible, credible and personally meaningful.
Based on a survey of more than 30,000 consumers across 31 countries conducted July-August 2025
