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Forbes: New Reporting Says ‘Consumer Trust is Falling,’ Offers Solutions on How to Get it Back

New reporting by Forbes Contributor and member of the Environmental Defense Fund Contributor Group, Alissa Sasso, says that consumer trust is on the decline as a result of concern over the chemicals in products like Roundup that have been linked to major illnesses including cancer. This bears fruit in the recent judgement against Monsanto and Roundup where a couple was awarded over $2 billion in damages because both have cancer as a result of using the product.

Sasso takes the position that businesses can earn back that trust through environment-friendly practices and products. Sasso writes, “Environmentally-conscious shoppers are expected to spend up to $150 billion on sustainable products by 2021, an increase of almost 15% since 2018. Skepticism about conventional products is, in part, fueling this market growth.” She goes on to say that, “the key to engaging eco-conscious shoppers is to make cleaner, more sustainable products easier to find in stores and online.”

Sasso credits Target Stores “Clean” label that identifies products that are free of harmful chemicals and toxins. The new “Clean” labels launched this spring. Also credited for their efforts is Sephora. The cosmetic giant now allows shoppers to search for products using the “Clean at Sephora” filter. They also explain what “clean” means.

Sasso does issue one warning for companies: avoid green-washing, at all costs. It is a trust killer. Green-washing occurs when a company wants to give the appearance of looking green but are really just “cashing in on this trend without credibility behind product claims.” According to Sasso, if these companies want to make the green claim, they should verify that products are in compliance with the Federal Trade Commission’s Green Guides. These are specifically created to prevent “green-washing.”

Lastly, Sasse writes that the best bet for these companies is to get third party verification and testing. Also, they should test for and report all additives. This would include trace amounts that aren’t used in the products, but are stored in proximity and can pose a possible risk.

Do you think Sasse has a point about the environment and consumer trust? Do you disagree? Tell us what you think! Leave a note in the comments. You can also contact us for more information! Feel free to shoot us an email to, find us on TwitterFacebookInstagramLinkedIn, or even connect with us directly on our website!

About the Author: Aisha K. Staggers is a writer, lecturer, political analyst and literary agent. She appears almost weekly for “Staggers State of Things” on the Dr. Vibe Show. Her work has been published by Paper Magazine, AfroPunk, The Spool, GREY Journal, MTV News, HuffPost, Blavity, Atlanta Blackstar, For Harriet, New York Review of Books and a host of other first-run publications and syndicated outlets. Find her on Twitter @AishaStaggers. For more of her work, check out her page here!

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