Navigating the future of sustainable marketing
Ben Stansfield, Sustainability Partner, Gowling WLG
“Identifying, measuring and reporting on ESG issues presents both opportunities and challenges for businesses”
Identifying, measuring and reporting on ESG issues presents both opportunities and challenges for businesses. With increased interest and focus on ESG-related issues by consumers, regulators and investors, there is greater scrutiny around companies’ related activities, impacts and communication messages as they navigate this evolving area.
The term greenwashing has grown in prominence and companies are ever-more vigilant in relation to their ESG initiatives and green claims. What is described as ‘green advertising’ – promoting products, services or business practices based on their environmental benefits – reflects the trends we are seeing in the market and the interests of environmentally conscious stakeholders. But how do businesses stay on the right side of the line – ensuring that they convey important messages to their stakeholders without going too far and misdescribing the ESG benefits?
Tackling this might seem a daunting challenge, but seeking expert advice and keeping abreast of the decisions that regulators are taking will help steer the right approach.
Accurate environmental claims retain a strong appeal for consumers, and they are motivated to buy products and services that are genuinely better for the environment. The key here for businesses is ensuring that what you are saying is well-evidenced and supported by what you do, and that there is consistency and transparency in your approach.
One of the key principles that will be touched on in the discussions at this upcoming ‘green advertising’ event is about ensuring that your business paints a full picture of its ESG impact. Focusing on minor benefits might diminish the wider impact being made and mean consumers miss out on the full story of your sustainability efforts. Another is to ensure you are being specific, avoiding generalised, unsubstantiated claims or grandiose claims that set goals far into the future. Regulators will want to see clarity and statements/claims that are evidence based, built on robust plans with specific milestones.
Importantly, there are tools and guidance to help. The ICC United Kingdom Sustainability Masterclass in September 2025 explored practical ways for businesses to strengthen the accuracy and credibility of their environmental claims.
For more information, visit iccwbo.uk