There is considerable public suspicion about corporate ESG claims, with less than a quarter (23 per cent) of the public take ESG claims at face value.

Research by digital reach specialist Sensu Insight points to an increasing scepticism of the claims of corporates, and is likely to see all attempts as ‘greenwashing’. However some sectors are less believed than others, with supermarkets and major retailers, technology companies and food or drink manufacturers being the most trusted. On the other end of the scale, airlines, car manufacturers and fashion brands are far less likely to be seen as being honest when it comes to climate claims.

Trust is still high in experts, NGOs and institutions, with 62 per cent saying they were likely or very likely to believe commentary from sources such as the Energy Saving Trust or similar organisations. Next most influential were international organisations such as the UN (56 per cent likely or very likely to believe), and pressure groups such as Greenpeace or Friends of the Earth (55 per cent).

Of the media or social media influencers, national broadcast media reports carry most weight (53 per cent) and national ‘broadsheet’ media (43 per cent).

Alongside greenwashing, sportswashing and corporate virtue signalling are perceived as rising issues, but failing to consider the environment by saying nothing on ESG (‘greenhushing’) is another trend being reported.

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