UK businesses are putting sustainability before profit

Research reveals that UK businesses invest in sustainable marketing because it feels right. 

Marketing experts, Sortlist have looked into the ways companies invest in their marketing to have a positive impact on sustainability topics.

Looking at why companies invest in sustainability, results go to show that brands put profit above everything else, including ethics. The United Kingdom is the only market where the majority of companies (20%) responded that they invested in it because it was the right thing to do. Moreover, when asked what percentage of their campaigns dealt with sustainability British campaigns also ranked as more sustainable than the rest of the markets (29.17%), and was even higher than the global average.

The research also found that work equality is place above diversity and climate change, the top investment for companies is fair salaries and fair working conditions for their employees. It comes in a higher position than diversity and green energy. Interesting, the United Kingdom was the market that would invest least in green energy.

Unanimously, all companies report a positive impact on brand image (24.13%), followed by a boost in customer loyalty (20.13%) after investing in their sustainability marketing strategy.

Further insights

• Only 5% of businesses have always been sustainable, with 21% claiming that their sustainability marketing strategy started two years ago.

• Most of the companies with a sustainability marketing strategy have more than 250 employees, with British companies being the biggest of all.

• Most of those companies have a revenue of more than 50 million euros.

You can find all the information here: https://www.sortlist.com/datahub/reports/sustainable-marketing-study/