Fear of “greenwashing” tag keeps marketers away from sustainability campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2021, 4:49 PM UTC

According to a Chartered Institute of Marketing survey, marketers are wary of being accused of championing the environmental cause for commercial gains.

Inspite of recognising the need to incorporate sustainability into businesses practices, 49% of marketers are wary of working on sustainability marketing campaigns. This hesitance stems from the fear of being accused of greenwashing by consumers.

40% of the surveyed marketers admit to lacking relevant sustainability marketing qualifications. Despite a lack of formal training, 76% of all respondents said they had been involved in sustainability work of some kind over the last five years.

Nonetheless, 55% of marketers’ companies and clients prioritise sustainability. Further, 51% of the respondents fear that climate change is a real existential threat to business. 59% of consumers between the ages of 18 and 34 years prefer buying from brands that promote sustainability.

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