Skip to content
Business Insights

Jun 30, 2023

The Quest For Authenticity: Verified Reviews and Sustainability

This report delves into the rising consumer demand for authenticity and sustainability in brands, revealing the impact of reviews on purchasing decisions.

Blog banner - The Quest For Authenticity: Verified Reviews and Sustainability

A recent study analysing over 40 million verified Feefo reviews showed that consumers are increasingly concerned about sustainability.

Unlock the insights driving consumer trust and sustainable growth

Modern consumers are more discerning than ever. They research brands, scrutinise sustainability claims, and expect complete transparency before making a purchase. In fact, 93% of shoppers read reviews before buying, and 40% of UK consumers now choose brands that clearly communicate their sustainable and ethical practices.

But with growing scepticism around greenwashing and fake reviews, how can your brand stand out as truly authentic?

As the world’s largest verified buyer reviews platform, we know a thing or two about what consumers really think and what drives them to buy from a brand. In fact, 93% of consumers read reviews before making a purchase. But, did you know that 40% of UK consumers buy from brands that clearly communicate sustainable and ethical practices?

What's inside the report?

  • The evolution of brand authenticity and why it matters now more than ever
  • How verified reviews build trust, and how fake reviews erode it
  • The rising importance of sustainability in consumer decision-making
  • Practical steps to communicate your sustainability story with credibility
  •  Strategies to secure buy-in from your leadership team for sustainable initiatives

Customers are expecting brands to act more sustainably

A recent study analysing over 40 million verified Feefo reviews showed that consumers are increasingly concerned about sustainability. But many have been left confused. And they’re becoming increasingly cynical about sustainability claims.

They want real proof - verified feedback and transparent sustainability claims. Brands that deliver on these expectations see higher loyalty, increased conversions, and stronger reputations.

  • 81% of consumers research brands before buying
  • 57% say their perception of a brand is shaped by its sustainability practices
  • Brands making ESG claims saw 28% growth (vs. 20% for others) over five years2

Yet, many businesses struggle to cut through the noise. Our report helps you understand what consumers are really looking for and how you can meet, and exceed their expectations.

 

Ready to Build Authentic Connections?

Don’t miss your chance to stay ahead of the curve. Fill in your details to access the full report and unlock the strategies that leading brands are using to thrive in the age of authenticity.

Download the report now and start your journey towards greater trust, loyalty, and sustainable growth.

 

Insights from the team behind Feefo – sharing tips, updates, and success stories from the world of customer reviews and feedback.

Latest Articles

How customer reviews are shaping AI travel recommendations: What travel brands need to know
Business Insights

How customer reviews are shaping AI travel recommendations: What travel brands need to know

Discover how AI travel recommendations are influenced by customer reviews and why authentic feedback is crucial for your business’s visibil...

August 15, 2025

Shaping the future of verified service with drvn
Business Insights

Shaping the future of verified service with drvn

drvn are using authentic customer feedback to enhance service standards, foster transparency, and drive strategic business growth.

August 11, 2025

You Always Remember Your First
Customer Acquisition

You Always Remember Your First

Feefo's new campaign thanks first reviewers for helping shape the businesses you trust the most. Discover why customer reviews are invaluab...

August 05, 2025

Speak to the team