Most brands not communicating sustainability messages effectively despite rising pressure, say marketers

• Ahead of COP29, CIM survey finds that almost half of marketing professionals don’t think the conference is an important date in the calendar
• Reduced scrutiny is leading businesses to row back on sustainability commitments in a phenomenon dubbed “green-squashing”

08 November 2024: A new survey of professional marketers from the Chartered Institute of Marketing (CIM) ahead of COP29 has revealed that almost half (44%) of respondents think that COP29 is not an important date for their marketing calendar, suggesting that it has become more political than actionable in recent years. This raises concerns around brands’ willingness to engage in sustainability communications and initiatives more broadly.

The survey found that two thirds (64%) of respondents think that their own company doesn’t do enough to communicate its environmental, social and governance (ESG) messages effectively. This comes at a time when the conversation has become more contentious, with two thirds (66%) of marketers conscious of the risks of their business being accused of either green-washing, green-hushing, or both.

A potential solution to this crisis of confidence that most (87%) marketers support, is a global professional marketing framework, which provides clear guidance on best practice in ESG communications. This comes at a time where a similar proportion (80%) say that they’re facing more pressure internally and externally to evidence their claims on sustainability.

In the absence of clear guidelines, more than half (56%) of marketing professionals fear a new concept of green-squashing, where brands reduce their commitments to sustainability while the conversation is quieter.

Chris Daly, chief executive at CIM, commented: “The data shows that we’re at risk of moving into a third phase of sustainability communications. We had green-washing, followed by green-hushing, and we’re calling the next phase green-squashing. Our members believe that brands are more likely to take advantage of the green-hushing environment to quietly row back on their sustainability commitments.

“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. CIM’s Global Professional Marketing Framework, developed in collaboration with business leaders, recruitment agencies and marketing professionals across the globe, defines what it takes to be a competent, proficient, and relevant marketer. It acts as a guide for responsible professional marketing, helping marketers keep their skills sharp and their knowledge of best practice up to date.”

-ENDS-

About the research methodology
Survey of 237 chartered marketing professionals, conducted between September 23 2024 and October 4 2024.

For media enquiries
For further media information please contact the Chartered Institute of Marketing press office at Good Relations on CIMTeam@goodrelations.co.uk

For CIM enquiries
James Delves
Head of PR, Content and Community, CIM
James.delves@cim.co.uk

About CIM
For over 100 years, CIM has supported the marketing sector. With members in more than 100 countries, CIM strives for business leaders and opinion formers to recognise the positive contribution professional marketing can bring to their organisations, the economy and wider society. We support, develop and represent marketers, organisations and the profession all over the world. Our ability to award Chartered Marketer status recognises a marketer’s commitment to staying current and abiding by a Code of Professional Conduct. While our diverse range of training courses and world-renowned qualifications, enable modern marketers to thrive in their roles and deliver long-term success for businesses. Find out more about CIM by visiting www.cim.co.uk.