A recent survey by the Chartered Institute of Marketing (CIM) reveals increasing concerns among UK marketers about greenwashing. The findings underscore the urgent need for anti-greenwashing rules to guide businesses to integrate transparency and accountability into their business sustainability strategies.
The survey’s findings
The poll, which surveyed 237 UK-based marketers, sheds light on the challenges professionals face in accurately and effectively sharing sustainability-related messages. It found that while two-thirds of marketers are aware of greenwashing risks, 87 percent desire international guidance to enhance ESG communication.
Moreover, 64 percent of respondents believe their organisation or clients are not adequately conveying ESG targets, progress, or initiatives. The poll also found that many marketers (66 percent) acknowledge leadership hesitation in ESG communication due to fears of being accused of greenwashing. Additionally, the poll noted that eight in ten marketers report increased demands from colleagues and stakeholders to provide solid evidence to support sustainability claims.Â
Pushing for anti-greenwashing rules
With these findings in mind, the survey highlighted that 87 percent of marketers support the development of anti-greenwashing rules to improve ESG communication. The CIM has already developed the Global Professional Marketing Framework, created in collaboration with industry leaders, which could serve as a foundation for specific ESG guidance.
Similarly, the CIM has also warned of a new trend known as greensquashing. It refers to the practice of scaling back environmental ambitions after limiting communications about sustainability efforts. This follows the rise of greenhushing, where businesses avoid publicising their progress due to fears of backlash, even when making genuine improvements.Â
The survey noted high-profile companies like Crocs, Unilever, Shell, and BP have been cited as examples of organisations rethinking their environmental strategies, with some rolling back targets entirely. CIM has said greensquashing is influenced by a range of factors, including leadership changes, economic pressures, and waning consumer interest in sustainability. When asked about greensquashing, over half (56 percent) of the marketers surveyed said they have witnessed it in action and worry it could occur within their organisations.Â
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Conclusion
The findings from the CIM survey highlight the pressing need for businesses to embrace transparent and effective ESG communication strategies. With greenwashing concerns and trends like greensquashing on the rise, marketers must strike a balance between authenticity and accountability in their sustainability messaging.
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