The majority of UK organisations remain firmly committed to sustainability and ESG goals, new research from the University of Nottingham shows.
The study, completed in spring 2025 and supported by law firm Browne Jacobson, found over 80% of respondents prioritise sustainability.
Despite political shifts, including the US presidential election and Reform’s gains in local UK elections, ESG remains central to most strategies.
The research, titled ‘ESG and Sustainability: Rethinking Communications and Credibility’, surveyed nearly 250 UK private and public sector organisations.
It found that ESG, sustainability and DEI efforts continue to shape business strategies, rather than being deprioritised by political narratives.
More than 80% of organisations said sustainability matters, with nearly 75% willing to risk income or profit to meet ESG targets.
The report highlights a growing trend to reassess supplier contracts and even customer relationships to align with sustainability commitments.
Organisations tend to seek legal advice around DEI and HR-related risks, but fewer recognise potential liabilities in wider ESG strategies.
Researchers identified a gap in legal awareness around non-DEI aspects of ESG, including supply chains and environmental compliance.
The study’s recommendations include using more precise, audience-aware language when communicating about ESG strategies and performance.
Improved communication can help organisations avoid accusations of greenwashing and support stronger engagement with regulators, investors and stakeholders.
Ben Standing, partner and head of sustainability at Browne Jacobson, said: “ESG is fundamentally about sustainable organisations. Attracting the best talent, reducing costs and driving growth. The report identifies the variety of approaches taken in different sectors, and how much organisations can learn from each other.”
Jeremy Irving, partner and head of the financial services regulatory team at Browne Jacobson, also commented on the findings.
He said: “The findings on appropriate language make for more effective management of the reputational, legal, and other risks associated with sustainability strategies.
“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’.”
Professor Louise Mullany, director of Linguistic Profiling for Professionals at the University of Nottingham, also emphasised the importance of clear language.
She said: “If organisations want to succeed in bringing about serious, long-term change in sustainability and ESG, then ensuring they use language that genuinely reflects their commitments and organisational cultures is a crucial step.
“Vague language, or strategies that over-exaggerate, run the risk of becoming meaningless in an ever-changing landscape, where accountability and governance are becoming increasingly important components to organisational success.”
Dr Victoria Howard, who led the project, echoed those points in the report’s conclusion.
She said: “Our research shows how UK organisations are standing firm in their drive to operate responsibly.
“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.”