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Published on September 8th, 2026
•A recent study has revealed that a significant number of UK consumers are confused about sustainability, with many holding misconceptions that could affect their purchasing decisions. Conducted by instantprint, the research surveyed 2,000 individuals and uncovered that 76% of respondents have at least one major misunderstanding about sustainability. This is particularly concerning as sustainability continues to play a crucial role in how people choose products and brands.
Common Misconceptions
The findings highlighted several key areas where consumers are misinformed.
Some of the most notable misconceptions include:
Recycling Confusion: 69% of respondents mistakenly believe that all recyclable packaging is guaranteed to be recycled.
Paper vs. Plastic: 72% assume that paper packaging is always better for the environment than plastic, without considering factors like sourcing and transportation.
Deforestation Beliefs: 64% think that all paper products directly contribute to deforestation.
Digital Marketing Myths: 61% believe that digital marketing is always more sustainable than print.
Event Sustainability: 57% believe that sustainable events should completely eliminate print materials.
Despite the growing awareness of environmental issues, only 28% of consumers feel confident in identifying greenwashing, which is when companies make misleading claims about their environmental efforts. This suggests a significant gap between the desire to make sustainable choices and the understanding of what those choices entail.
The Need for Clearer Information
The research also indicates that consumers are looking for more reliable proof of sustainability claims. A remarkable 81% of participants said they would be more likely to trust sustainability assertions that are backed by recognised certifications. These certifications provide a sense of assurance regarding a brand's environmental commitment.
Jack Pearson, Sustainability Manager at instantprint, noted:
“Consumers care deeply about sustainability and increasingly want to support businesses that are making a positive environmental contribution. The challenge is that sustainability is often far more complex than many of the messages consumers see every day.”
Trust in Certifications
Among the most trusted indicators of sustainability identified by consumers were:
FSC® certification
Carbon Neutral certification
ISO environmental accreditations
These certifications help consumers differentiate between genuine environmental efforts and vague marketing claims. Pearson emphasised the importance of transparency in business communications: “Consumers are increasingly looking for proof rather than promises. They want to understand where materials come from, how environmental impact is measured, and what evidence exists to support sustainability claims.”
Understanding Environmental Impact
One surprising finding from the study was the belief that digital communications are automatically more sustainable than print. Pearson explained that both digital and print channels have their own environmental footprints. Digital activities rely on energy-intensive infrastructures such as servers and data centres, while print involves physical materials and production processes. He stated, “Sustainability isn't about choosing one channel over another by default. It's about understanding impact and making informed decisions based on evidence.”
Moving Towards a Sustainable Future
At instantprint, sustainability initiatives are supported through various certifications, including FSC®, ISO 14001, and Carbon Neutral certifications. The company aims to encourage businesses to communicate their sustainability efforts more clearly, helping consumers to better understand the realities behind environmental claims.
As sustainability becomes increasingly important to consumers, businesses have an opportunity not only to communicate their efforts but also to educate their customers. Pearson concluded, “Helping people understand the difference between marketing claims and measurable action will be crucial in building trust and tackling greenwashing in the years ahead.”
The research findings underline the need for clearer communication and education around sustainability, especially as more consumers seek to make environmentally friendly choices. With a better understanding of sustainability and how to identify genuine claims, consumers can make informed decisions that truly reflect their values and contribute to a healthier planet.
