SYDNEY, Sept. 24, 2026 /PRNewswire/ -- APP Group highlights the growing importance of transparency and credible sustainability practices as Australians become more environmentally conscious, with sustainability playing an important role in everyday purchasing decisions. Consumers are becoming more discerning, taking a closer look to better understand where products come from and how they are made.

Research by South Pole found that sustainability has become a mainstream expectation among Australian consumers, with 76% considering it when making purchasing decisions. Nearly 90% of Gen Z consumers (aged 16–30) also consider sustainability in their everyday purchasing decisions, underscoring its growing importance among younger Australians. However, trust remains a challenge, with 82% of respondents saying they do not trust corporate sustainability claims, particularly when they are communicated using complex or unclear terminology.

Australian consumers are looking beyond sustainability claims, wanting products that they can really trust. With this in mind, APP Group has always placed greater emphasis on responsible sourcing across Solaris and Sorbent.

For APP Group, these findings highlight the need for sustainability to be supported by transparency and credible actions. This approach is intended to give consumers greater confidence in their purchasing decisions while maintaining the quality and performance they expect.

In Australia, its tissue brands, Solaris and Sorbent, are backed by responsible forestry practices, PEFC certified and are also committed to Zero Deforestation Policy.

These efforts are in line with Regenesis, APP Group's sustainability platform. Supported by a US$30 million annual investment, the company is advancing responsible sourcing, forest conservation and restoration, and community development. This builds on programmes such as Desa Makmur Peduli Alam (DMPA), which has supported more than 440 villages and benefited more than 87,000 people by creating sustainable livelihoods alongside an Integrated Fire Management approach that combines community-based prevention, technology-based monitoring, early detection, and rapid response to help protect forest.

As Australian consumers place greater emphasis on sustainability, APP Group aims to give consumers greater confidence that the products they choose are backed by transparent and responsible practices.

About APP Group

APP is a leading Indonesia-based pulp, paper, and forestry company supplying tissue, packaging, and paper products to more than 150 countries. Operating in Indonesia and China, APP integrates responsible sourcing and sustainability into its business strategy through its Sustainability Roadmap Vision 2030. The company also introduced Regenesis, its platform to advance long-term environmental and social commitments.