Despite many businesses taking a leading role in tackling climate change in a predicted spend of £250m on advertising, consumers are failing to recognise their input, according to research carried out across the UK, France, the US and Germany by brand strategy and design consultancy Lippincott.
The survey, carried out in conjunction with The Climate Group, found that consumers are becoming increasingly committed to climate issues, but the belief that climate change will be halted is falling.
This profile of high commitment and low confidence is similar in the other countries surveyed.
With this increase in corporate and consumer commitment, the conclusion is that consumers are not finding the current messages compelling.
In particular, many consumers now demand substantial evidence to trust the claims made by businesses about green issues.
Simon Glynn, senior partner at Lippincott, said: "Consumers are looking to businesses to take a lead in reducing climate change, but most businesses are not yet connecting well with them. There are very different motivations, even among committed consumers. Businesses must be more coherent in how they appeal to each group, playing to the strengths of their brands.
"Today, it's the leaders in 'big carbon, as well as big retail, who are making the connection."
The leading green brands in the UK are Tesco, Marks & Spencer, BP, The Co-operative, and Eon.