- Many marketers express the desire for sustainability-related qualifications, but currently lack them.
- A significant majority of consumers desire more transparency about the sustainability of the products and services they use.
- Fears of greenwashing accusations deter a notable portion of marketers from sustainability projects.
The Sustainability Skills Gap Among Marketers
As the world shifts toward sustainability, marketers are being called upon to adapt and advance. Yet a recent report published by the Chartered Institute of Marketing (CIM) uncovers a startling gap: 40% of marketers express a desire to achieve a qualification in sustainability marketing, yet they currently lack such certification.
Despite this skills gap, marketer engagement in sustainability-focused initiatives is on the rise. In the past five years, 76% of marketers participated in sustainability projects. Around 45% of these professionals felt pressured to effectively communicate their clients’ or employers’ sustainability commitments.
The Growing Expectations of Consumers
The sustainability trend isn’t just an industry buzzword – it’s consumer-driven. Two-thirds (63%) of adults agree that brands should ramp up their communication about the sustainability of their products and services. Yet, only two in five (41%) marketers state that their clients or employers have publicly accessible sustainability commitments.
The demand for transparency is higher than ever. CIM’s research further shows that a majority of adults (63%) feel that many brands are jumping on the sustainability bandwagon primarily for commercial reasons, instead of ethical ones. This finding underlines the importance of genuine and impactful marketing to win consumer trust.
Interestingly, the report revealed that younger consumers are more inclined toward sustainable brands. About 59% of individuals between 18-34 years old stated they are more likely to purchase from brands that advertise their sustainability efforts, compared to just 31% of those aged 55 and above.
The Tightrope Walk Between Sustainability Marketing and Greenwashing
Regulatory tightening in recent years has led to more brands being scrutinized for potentially misleading sustainability claims. This has resulted in an alarming 49% of marketers expressing hesitance about participating in sustainability-focused campaigns, for fear of accusations of greenwashing.
Nevertheless, over half of marketers (55%) admit that sustainability is progressively becoming a business priority. Alarmingly, half (51%) believe that climate change could pose existential threats to their businesses.
Sustainability Credentials: The New Employee Magnet
The sustainability wave is not only shaping consumer preferences but also influencing career choices. Businesses that effectively communicate their sustainability efforts find themselves attracting and retaining top talent. Both job seekers and current employees (48% each) expressed greater willingness to work for companies known for strong sustainability practices.
As Chris Daly, Chief Executive, Chartered Institute of Marketing, aptly sums up, “Ignoring the environmental crisis is not an option, and CIM’s new Sustainability Marketing Skills Gap report shows that marketers and businesses alike, who chose to do so, risk falling behind in their own careers and missing out on one of the biggest opportunities ahead. Marketers need to use their unique skill sets to influence, change behaviors, drive innovation and build communities where collective action makes a real difference.”
Conclusion: A Call to Sustainable Marketing
The CIM report paints a clear picture: sustainability is not just a trend but an urgent imperative. Marketers are uniquely positioned to influence consumer behaviour, innovation, and community-building. However, to do this effectively and authentically, marketers must bridge the sustainability skills gap.
While greenwashing fears are real, avoiding sustainability marketing altogether is not the solution. Brands must face the challenge head-on, focusing on authenticity and transparency, following through on their commitments, and effectively communicating their sustainability efforts to consumers.
As the sustainability wave continues to surge, companies that evolve and adapt, focusing on genuine and impactful sustainable practices, will be the ones to unlock the green profits that await.
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