Report proves businesses see sustainability as more about brand image than genuine action

Over three quarters (78%) of UK business leaders believe sustainability is driven more by brand image than genuine action, according to new research released on World Environment Day.

The survey of 100 senior decision-makers, commissioned by personalised workwear provider MyWorkwear, highlights a clear disconnect between intent and execution.

While an overwhelming 91% of respondents agree that sustainability should be a priority for their company, only 69% say it is currently treated as such. Just over half (51%) have measurable targets in place.

Rising costs appear to be a significant barrier, with 64% of firms reporting that their focus on sustainability has declined in the past year.

Other key challenges include the cost of sustainable alternatives (63%), time constraints (41%), lack of knowledge (31%), and limited availability of sustainable options (29%).

James Worthington, Co-Owner at MyWorkwear, commented: “While it’s encouraging to see most business leaders recognise the importance of sustainability, this research clearly shows there is still a significant gap between ambition and action.

“For many organisations, the topic is still viewed as a ‘nice to have’ rather than a core business priority - particularly in the face of rising costs and operational pressures.”

Despite the challenges, the commercial benefits of sustainability are evident in the report.

Nearly six in ten (59%) respondents reported seeing cost savings as a result of adopting more sustainable practices, suggesting a gap between perception and reality when it comes to return on investment.

When it comes to implementation, waste reduction (66%) and energy usage (59%) are the most commonly addressed areas, followed by packaging (52%), supply chain improvements (41%), workwear (34%), and travel emissions (31%).

James Worthington, Co-Owner at MyWorkwear, went on to add: “Our data shows that investing in more sustainable practices can deliver tangible benefits, not just environmentally but commercially too.

“As a provider in the workwear industry, we recognise that our sector isn’t without its challenges when it comes in this arena. That said, it’s our responsibility to help drive positive change, whether that’s by educating customers on more sustainable product options, improving transparency across our supply chain, or expanding the range of eco-conscious garments available.

“What’s particularly encouraging is that 71% of businesses said they would choose sustainable workwear if it were more readily available. That signals a clear opportunity for suppliers and manufacturers to step-up and make those choices easier and more accessible.”

He concluded: “Ultimately, bridging the gap between intention and action will require collaboration across industries, better education, and a shift in mindset from viewing sustainability as a cost, to recognising it as a long-term investment.”

The MyWorkwear survey also found that 55% of business leaders already consider sustainability when purchasing workwear, while 70% actively re-use or recycle garments.

For further information or to access the full report, visit myworkwear.co.uk/the-myworkwear-sustainability-report-2026.