On the occasion of the International Day of Climate Action, MARCO, the leading communications and public relations agency, unveils its 2025 Global Consumer Report, revealing how sustainability concerns are reshaping consumer expectations and brand communication across Spain, Portugal, France, Italy, Germany, Mexico, and Brazil.
Based on insights from over 4,500 respondents, the study shows that the climate crisis is no longer only a political or environmental issue – it has become a communication one.
Sustainability drives consumer choice worldwide
Sustainability has become a defining factor in how people choose what to buy. Globally, 65% of consumers say they would change their consumption habits based on a brand’s environmental initiatives. Markets such as Mexico (76%), Brazil (74%), and Portugal (72%) lead this shift, showing how visible environmental action directly influences purchasing decisions.
However, while the intention to act sustainably is clear, price remains a decisive factor. Globally, 56% of consumers say they are willing to pay a premium for products made from recycled or sustainable materials. In Europe, this willingness is more restrained: opinions are divided in Spain and Italy, where fewer than half of respondents would pay extra, and caution also prevails in France, where only 52% are ready to spend more on sustainable products.
Greenwashing: the new communication fault line
The report reveals growing public skepticism toward sustainability claims. One in four consumers (25%) identifies exaggerated or misleading advertising as the main sign of greenwashing. Even brands often praised for their environmental efforts, such as IKEA or Unilever, face widespread doubt, while Nestlé is seen globally as the brand most associated with greenwashing.
Across Europe, brands score between 5 and 6 out of 10 on perceived credibility, highlighting a continental trust deficit.
This growing mistrust has led to a global call for accountability: 83% of respondents believe penalties for greenwashing should be more severe. Support is strongest in Portugal (91%), Mexico (90%).
Brazil (86%) and Spain (81%) also reflect significant majorities, reinforcing the sentiment that consumers across LATAM and Southern Europe demand tougher consequences for corporate greenwashing.
Even in countries where agreement is slightly lower – Italy (79.36%), Germany (78.67%), and France (75.86%) – three-quarters or more of respondents still support harsher enforcement. This suggests that while trust in institutions or brands may vary, the expectation for regulatory protection remains consistently high.
“As communicators, we have a crucial role to play in the fight against greenwashing,” said Emmanuelle Jacquety, ESG Lead at MARCO. “Our responsibility goes beyond storytelling – it’s about ensuring that every message is transparent, data-driven, and aligned with real action. At a time when regulations are tightening and consumers are becoming more demanding, agencies like MARCO help brands navigate this complexity and build authentic, measurable sustainability communication that truly earns public trust.”
Governments under scrutiny for lack of progress
As consumers become more demanding of brands, they are also turning a critical eye toward public authorities. Nearly three-quarters of global respondents (73%) believe their governments are not doing enough to promote sustainability initiatives. Dissatisfaction is particularly high in Brazil (84%), Portugal (84%), and Italy (80%), where citizens are calling for stronger and more visible climate policies.
This overwhelming majority reveals a global demand for stronger and more visible public policy efforts around sustainability, regardless of region. The results reflect a growing awareness among citizens – and rising expectations – that environmental leadership must be driven not just by companies, but also by governments.
Methodology:
The survey was conducted between May and June 2025 in seven countries. It covered various topics, such as work culture, hybrid working, social media consumption, sustainability, brand engagement, and leadership style.
A total of 4,598 people participated in the study in seven countries: the main European markets and the two main Latin American markets: France, Germany, Italy, Portugal, Spain, Mexico, and Brazil. The sample was obtained through random sampling, which ensured that it was representative of the general population in each country. The data was collected through an online survey.
We analyzed new consumer behaviors and anticipated the emerging needs of both customers and employees, while identifying trends in brand engagement across different markets. The approach supports business development and thought leadership initiatives, while validating the most effective formats for social media communication in order to build a stronger connection with target audiences.