B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
49%
49% -- marketer reluctance rate for Marketers (2026)
49% of marketers are wary of working on sustainability campaigns due to the fear of being accused of greenwashing.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
49%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
CIM (Chartered Institute of Marketing)
Primary
Tier B
https://www.biggroup.com/thoughts/sustainability-in-marketing/ ↗
Source Article
The State of Sustainability in Marketing
Original Research
CIM (Chartered Institute of Marketing)
· Original study ↗
Methodology
CIM research cited by Big Group
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Marketers: 49% marketer reluctance rate. Source: CIM (Chartered Institute of Marketing) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-wary-sustainability-campaigns-cim
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<blockquote cite="https://lighthousedata.io/data/marketers-wary-sustainability-campaigns-cim" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>49%</strong> -- marketer reluctance rate for Marketers<br><small>Source: CIM (Chartered Institute of Marketing) (2026) · <a href="https://lighthousedata.io/data/marketers-wary-sustainability-campaigns-cim" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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