Brand's commitment to sustainability is a significant factor for job seekers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 09, 2021, 3:39 PM UTC

Businesses must be careful not to succumb to greenwashing in their pursuit of quick wins.

About 34% of UK office workers are likely to refuse a job offer if the company's environmental, sustainability or climate control values do not match the individuals. The statistic is higher for workers in the US (41%), France and Chile (53%) and Switzerland (52%).

With the onset of a "new era of recruiting", candidates no longer stick to questions about pay, benefits, training and career paths. People today are keen to know about the company's sustainability credentials. Additionally, 56% of workers between 18 and 24 years of age accuse employers of overstating their sustainable business efforts.

Instead, companies must include all stakeholders and map the carbon impact of their operations. After measuring their operational footprint, businesses must focus on a net-zero plan and creating staff engagement programmes. This can help brands prove credibility and make a tangible impact.

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