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The world’s biggest brands will improve their internal structures around sustainability over the coming year as they aim to boost public trust in their messaging, with a growth in the introduction of the role of the chief sustainability officer.
With COP26 set to begin in Glasgow—a summit viewed as a vital moment in the world’s fight against the climate crisis that will see world leaders review their environmental commitments—there has been a growth in “greenwashing” accusations aimed at brands as they try to persuade the public of their good intentions.
According to new data from research provider Forrester, just 34% of consumers trust companies who promote their commitment to reducing climate change, while YouGov research earlier this year found that two-thirds (68%) of people in Britain were skeptical of messaging by businesses relating to the environment and social purpose.
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