Read the results
Research: Australians want companies to end deforestation (conducted by Fiftyfive5, part of Accenture Song)
Deforestation: a critical challenge for Australian companies
A recent study reveals Australians expect companies to take action on deforestation.
As deforestation continues to unravel across Australia for beef, wood and fibre and mining, new research reveals tackling forest destruction is not just key to addressing the nature crisis - it’s also a business imperative.
The research shows there is a way to go for corporate action on deforestation, with 8 in 10 Australians thinking companies should be doing more to help protect Australian forests.
Coles and Woolworths expected to lead the way in ending deforestation
Australian consumers are calling for corporate responsibility in forest protection. Here are some key findings from the recent study.
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Finding 1: Corporate Responsibility
86% of people agree that Australian companies should help protect Australian forests. This statistic underscores the strong public expectation that businesses have a role in forest protection and sustainability efforts. Image: Victoria Jack.
Finding 2: Widespread Concern
82% of Australians see deforestation as an issue that needs addressing. This finding highlights a significant majority of Australians who are alarmed about the threats facing forests and bushland.
Finding 3: Accountability for Deforestation
84% of people believe Australian companies have a responsibility to ensure they are not contributing to deforestation in Australia. This finding reveals a clear demand for corporations to take ownership of their environmental impact and adopt sustainable practices.
Finding 4: Public Scepticism
72% of Australians find it hard to trust the claims companies make about operating in an environmentally responsible way. This statistic reflects a general scepticism towards corporate sustainability claims, highlighting the need for transparency and accountability.
Finding 5: Retailers’ Role
68% of Australians believe retailers should not be selling products that come from the destruction of Australia’s forests. This finding illustrates a strong consumer preference for products that do not contribute to deforestation, indicating a demand for ethical sourcing.
Finding 6: Expectations for Supermarkets
68% of Australians expect Coles and Woolworths to ensure the products they sell don’t come from Australian forest destruction. This statistic indicates high public expectations for major retailers to take actionable steps in cleaning up their supply chains. Image: Victoria Jack.
Finding 7: Trust is at Stake
62% of Australians would trust Coles and Woolworths more if they declared and demonstrated that they no longer sold products that come from deforested lands. This finding suggests that transparency regarding sourcing can significantly enhance consumer trust in these major supermarkets.
Finding 8: Support for Action
61% of Australians would prefer to buy from a supermarket known for its commitment to helping protect Australian forests. This statistic highlights the market advantage for retailers that prioritise sustainability and environmental stewardship in their operations. Image: @nature.inspirit
Finding 9: Supermarkets Must Do More
62% of Australians think supermarkets should be doing more to address deforestation in Australia. This statistic emphasises the strong public expectation for supermarkets to enhance their efforts in combating deforestation, reflecting a widespread demand for corporate responsibility.
Finding 10: Protecting Wildlife Matters
7 in 10 Australians believe supermarkets should do more to protect iconic animals like koalas and swift parrots from extinction. This finding illustrates that consumers expect supermarkets to play an active role in safeguarding Australia’s unique fauna. Image: Cassie Lafferty.
The study reveals strong consumer expectations. Two thirds of respondents believe retailers should not be selling products that come from the destruction of Australia’s forests.
For retail giants like Coles and Woolworths, the message is clear. The public expects these household names to take concrete steps in cleaning their supply chains of deforestation, and safeguarding iconic Australian wildlife and habitat.
For retail giants like Coles and Woolworths, the message is clear. The public expects these household names to take concrete steps in cleaning their supply chains of deforestation, and safeguarding iconic Australian wildlife and habitat.
Over two thirds of Australians expect Coles and Woolworths to make sure the products they sell don’t come from Australian forest destruction (68%).
Supermarkets have work to do: most people (62%) think they should be doing more to address deforestation in Australia, with a higher proportion of women aged 18-54 (69%), as well as families (64%) sharing this opinion.
Supermarkets have work to do: most people (62%) think they should be doing more to address deforestation in Australia, with a higher proportion of women aged 18-54 (69%), as well as families (64%) sharing this opinion.
Trust is at stake. Australians’ trust in Coles and Woolworths would decline by a staggering 30% each if shoppers found out that they are selling products that are connected to Australian deforestation. A majority of Australians would prefer to buy from a supermarket known for its commitment to help protect Australian forests (61%). This is especially the case for women aged 35 to 54 years old (67%).
The future is deforestation-free
For companies, eliminating deforestation from their supply chains is not just about environmental responsibility - it’s about addressing their own risks and responding to growing consumer expectations.
Companies that fail to address deforestation in their supply chains risk falling behind, while those that take genuine action stand to gain the trust of an increasingly discerning consumer base.
Supermarkets are increasingly expected to go deforestation-free - by setting science-based commitments, making plans to get there and reporting on progress.
The message from Australian consumers is loud and clear: corporate Australia must step up its game in forest protection. For major supermarkets, this is key to securing their place in a future where action on deforestation is not just expected, but demanded.
Read the results
Research: Australians want companies to end deforestation (conducted by Fiftyfive5, part of Accenture Song)