Industry surveyBBB National Programs, 2026

Both broad and specific green claims improve the way consumers see a brand compared to ads with no environmental message.

Positioning & messaging

Reader Note:: The comparison is against an ad carrying no environmental message at all, so this says a green claim of either kind beats silence — not that one kind beats the other. On that question the study found no difference: adding the specifics did not change brand attitudes either way. The ads were simulated and the outcome was a stated attitude towards a brand the participant had just been shown, so nothing here tracks a purchase. The report publishes no effect sizes for any of its comparisons.
Evidence:: Experimental
Vendor interest:: Low
Sample:: Survey of 1,794 consumers in the United States shown simulated advertising across six product and service categories.

Good for

Backing budget and pricing decisions in similar situations.

Not for

Situations far from the one tested, without checking again.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
The source never says how this number was measured.
This was measured in one market. It may not hold where you are.
The source says how much it looked at, but not how any of it was chosen.

Personalization in B2B marketing is now standard practice, but leaders stand out in the level and precision of their personalization

Broad green claims make consumers assume companies do more for the environment than the ad actually says.

20%

chose the recommended article when the comment said “I guess this will be a great article” — against 63% for “I believe” and 63% for no qualifier at all