How do industry certifications impact consumer behaviour?
15 Aug 2022
How do industry certifications impact consumer behaviour?

People want brands to align with their values – meaning some are turning to certifications to communicate where they stand on certain issues. But with government regulators lagging behind consumer expectations, how far do certifications go when providing people with the reassurance they’re after?

Tim Keaveney

Tim Keaveney is the co-founder of Homethings, a brand that sells refillable cleaning products. The brand’s certifications include B Corp, Vegan Society, Made in Britain, and Cruelty Free.

Dawn Davies

Dawn Davies is the head buyer at distribution company Speciality Drinks, which owns the Whisky Exchange. In May 2022, she launched the Whisky Exchange’s Drink Sustainably initiative.

Sarah Drumm

Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.