A recent survey by the Chartered Institute of Marketing (CIM) reveals that two-thirds of UK marketers are acutely aware of the risks associated with greenwashing.
Among the respondents, 87% called for new international guidance on how to transparently communicate the environmental impact and progress of their organisations. This data, collected from a poll of 237 UK-based marketers, highlights the rising importance of clarity and accuracy in environmental, social, and governance (ESG) communications.
The survey found that 64% of respondents believe their organisations, or their clients, are not sufficiently communicating their ESG initiatives. Many marketers cite a cautious approach from leadership, with 66% saying that leaders are hesitant to publicise ESG commitments, fearing greenwashing accusations. Eight in ten marketers report increasing pressure from internal teams and external stakeholders to support sustainability claims with strong, verifiable data.
Greenwashing Concerns Prevalent in Environmental Services Sector
Earlier this year, a separate survey of 1,500 leaders in the environmental services sector highlighted the ongoing prevalence of greenwashing, with 90% of respondents agreeing it remains a significant issue. In this group, 40% stated that greenwashing is “very prevalent.” Challenges cited include the difficulties in gathering accurate supplier data and ensuring marketing teams use carbon-related language correctly.
These findings emphasise the need for standardised frameworks and guidance to support marketers and organisations in building trust with consumers by avoiding misleading or unsubstantiated claims. Many marketers advocate for a global framework that defines best practices in ESG communication, helping reduce ambiguity and potential risks associated with sustainability claims.
CIM’s Role in Establishing Professional Marketing Frameworks
In response to these industry needs, CIM has developed the Global Professional Marketing Framework, a resource created through collaboration with business leaders, recruitment agencies, and marketing professionals. Although it covers broader professional practices beyond ESG communication, the framework is seen as a foundation for the potential development of specific resources to support accurate green claims.
CIM Chief Executive Chris Daly emphasises the role of marketing in advancing the sustainability agenda. Daly noted, “Marketing has a critical role to play in driving the sustainability agenda forward, with marketers feeling increasing pressure to communicate and evidence their brand’s sustainability credentials. It’s vital that the conversation around environmental claims is professional.”
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