Greenwashing? Less than a third of Brits believe businesses' ESG claims

clock • 3 min read
Greenwashing? Less than a third of Brits believe businesses' ESG claims

New study from Sensu Insight reveals only 23 per cent of consumers take environmental claims from businesses at face value, with the aviation industry deemed the 'least trusted'

Almost a third of Britons expect environmental claims from companies to be slightly exaggerated, while 14 per cent said that they do not believe them at all, according to the results of a new greenwashing...

To continue reading this article...

Join BusinessGreen

In just a few clicks you can start your free BusinessGreen Lite membership for 12 months, providing you access to:

  • Three complimentary articles per month covering the latest real-time news, analysis, and opinion from Europe’s leading source of information on the Green economy and business
  • Receive important and breaking news stories via our daily news alert
  • Our weekly newsletter with the best of the week’s green business news and analysis

Join now

 

Already a BusinessGreen member?

Login

More on Marketing

 UK shoppers spend record £1.7bn on certified sustainable seafood

UK shoppers spend record £1.7bn on certified sustainable seafood

Marine Stewardship Council annual report shows UK shoppers continue to opt for sustainable fish, as more retailers look to carry its blue ecolabel

clock 26 January 2026 • 3 min read
Greenwashing versus green hushing: Is there a better way?

Greenwashing versus green hushing: Is there a better way?

BusinessGreen's latest Spotlight webinar explored how green claims rules have evolved and how businesses can develop more effective green marketing campaigns

Stuart Stone
clock 23 January 2026 • 9 min read
Amsterdam becomes first capital city to ban fossil fuel and meat advertising in public spaces

Amsterdam becomes first capital city to ban fossil fuel and meat advertising in public spaces

Ban means more than one-in-five Dutch people now live in municipalities with policies in place to block ads considered harmful to the climate

Stuart Stone
clock 23 January 2026 • 3 min read