Online search trends have become one of the most widely used indicators to understand where societal interests are heading, especially in terms of purchasing trends and socio-political topics.

Google search trends show that terms like "sustainability" and related concepts have been steadily growing for several years. User surveys reveal an increasing number of people who recognize the importance of sustainability. More importantly, these surveys indicate that sustainability plays a significant role in consumers' decisions to choose products and brands. This choice is often influenced by the availability of information about companies' environmental and social commitments.

The “Consumer Trends” section of the Think with Google platform recently featured research titled: “All Things Green: What Italian Consumers Think About Sustainability.” The analysis of search trends on Google highlights that Italians are seeking more information about practical actions they can take to protect the planet, rather than just contextual information.

For instance, searches for generic terms like “climate change” or “pollution” are declining, while terms such as “planting trees” and “sustainable fashion” are on the rise. Following the pandemic, trends showed that sustainability was becoming an increasingly important part of daily life.

Today, sustainability has become one of the main factors influencing purchasing decisions. According to a Google Consumer Survey in Italy, 31% of respondents consider sustainability more important than design and style, a figure that rises to 37% among Gen Z (ages 18-24). This underscores the younger generation's greater interest in taking personal action for the environment.

However, 74% of respondents noted a lack of information and transparency in how companies communicate their sustainability efforts, making this a barrier to purchasing rather than the quality of the products themselves. This highlights an important area for improvement, as consumers expect companies to make sustainable choices easier and provide clear information about what truly qualifies as sustainable.

From a corporate perspective, communication must steer clear of greenwashing. While consumers want to learn about companies' sustainability initiatives, they tend to distance themselves from brands that claim to be sustainable without providing supporting information or tangible examples.

The era of promoting unsubstantiated claims without concrete initiatives, technical evaluations, measurable results, and complete traceability is over. This growing awareness is prompting businesses to invest in real sustainability effort: a study presented during the Green Economy Summit at Ecomondo revealed that 62% of companies view ecological transition as a strategic priority, particularly given the current challenges of high energy prices and economic uncertainty.

Moreover, the vast majority (76%) of businesses believe that promoting ecological transition could help Italy rejoin the group of leading global economies, though half of those surveyed see bureaucracy as a significant obstacle.

78% of consumers would abandon a well-known brand in favor of one more committed to sustainability.

74% of Italian consumers want more information and transparency from brands regarding their sustainability efforts.

Source: Google Italy, Consumer Survey