More than 80% of UK organisations view sustainability as being ‘important’ to them, a study by the University of Nottingham, supported by law firm Browne Jacobson, has found.
According to the research, which was undertaken in spring 2025 – following the election of Donald Trump and the performance of Reform in the UK’s local government elections – ESG– and DEI-related issues are far from being sidelined by British firms.
Notably, close to three quarters of respondents said that they would be willing to risk income or profits to meet their ESG goals.
Led by Dr Victoria Howard, project lead at Browne Jacobson and diversity and inclusion specialist and knowledge transfer partnership associate at the University of Nottingham, the research examined 250 UK organisations, and suggested that private and public sector companies need to improve communications to enhance their credibility and effectiveness when it comes to sustainability.
‘Standing firm’
“Our research shows how UK organisations are standing firm in their drive to operate responsibly,” Howard commented. “However, there are so many terms, with inconsistent meanings, used to talk about ESG, sustainability, DEI and ‘green’ initiatives, that key messages get lost or misinterpreted.
“Our recommendations support organisations to communicate more effectively about their current social and environmental impact, as well as the steps they are taking to achieve future sustainability goals. The steps we propose will ensure that accurate messaging reflects organisational values and demonstrates credibility.”
Key recommendations from the report include the need for a more robust use of terminology that reflects the understanding and intentions of relevant audiences; to align ESG language with internal values and external expectations; and to ensure credibility and clarity in an evolving sustainability landscape.
Sustainability strategy
“The findings on appropriate language make for more effective management of the reputational, legal, and other risks associated with sustainability strategies,” added Jeremy Irving, partner and head of the financial services regulatory team at Browne Jacobson.
“These risks are increasing as regulators, investors and third parties take a more active approach to their own ESG-related priorities, such as a greater willingness to pursue allegations of ‘greenwashing.’” Read more here.
