A recent report from the University of Nottingham, in collaboration with law firm Browne Jacobson, reveals that UK organisations are steadfast in their commitment to Environmental, Social, and Governance (ESG) criteria and sustainability, despite political changes in the UK and US. The study, which surveyed nearly 250 entities across the private and public sectors, found that over 80% of organisations regard sustainability as important, and three-quarters are willing to compromise income or profit to achieve ESG goals.
Dr Victoria Howard, Project Lead at Browne Jacobson and DEI Specialist at the University of Nottingham, stated, “Our research shows how UK organisations are standing firm in their drive to operate responsibly.”
The report, titled “ESG and Sustainability: Rethinking Communications and Credibility,” identifies a significant challenge: the use of confusing and inconsistent language. Terms such as “ESG,” “sustainability,” and “green” are often used interchangeably, hindering stakeholders’ understanding of the true impact or authenticity of a company’s initiatives.
Professor Louise Mullany, Director of Linguistic Profiling for Professionals at the University of Nottingham, highlighted that poor communication could pose a strategic risk: “Vague language, or strategies that over-exaggerate, run the risk of becoming meaningless… where accountability and governance are becoming increasingly important components to organisational success.”
The report advocates for clear, audience-specific language tailored to employees, investors, regulators, and customers to prevent reputational damage and improve governance outcomes. Jeremy Irving, Partner and Head of Financial Services Regulatory at Browne Jacobson, emphasised the increasing legal implications: “The findings on appropriate language make for more effective management of the reputational, legal, and other risks associated with sustainability strategies… such as a greater willingness to pursue allegations of ‘greenwashing.’”
Ben Standing, Partner and Head of Sustainability Strategy at the firm, added, “ESG is fundamentally about sustainable organisations. Attracting the best talent, reducing costs and driving growth.”
With regulators and investors demanding greater transparency, the message is clear: ESG and sustainability are no longer soft initiatives but are essential business imperatives—only as credible as the language used to communicate them.
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