- Companies plan to invest in sustainability, but there are challenges
- Consumers are increasingly skeptical about green washing
- Leaders are resorting to AI to get the answers
Four out of five (82%) organizations plan to increase investment in environmental sustainability in the next 12-18 months, with three out of four executives who see as a code to future propagation against regulation (72%), the trust of the extensions (69%) and innovation (67%).
However, budgetary restrictions (81%), deficient data/measurement systems (81%), operating silos (79%) and, of course, continuous geopolitical tensions (65%) are avoiding significant progress, according to a new Capgemini research.
Two thirds (67%) also feel a growing demand to show progress through credible actions based on science.
How can companies be more sustainable?
With many obstacles along the way, business leaders are now resorting to AI tools to move forward. Almost two out of three (64%) use AI to support sustainability in reports, energy efficiency and climate modeling, but even AI might not contain all responses.
For example, the belief that the benefits of AI exceed costs have actually fallen from 67% in 2024 to 57% in 2025.
In the United Kingdom, specifically, 95% of companies have not altered zero net deadlines despite global pressures, and more than half (54%) say they are not prepared for climatic impacts.
“With the increasingly high climatic risks in the corporate agenda, business leaders must adopt a pragmatic and operational approach and urgently implement concrete measures of funded transition and adaptation,” explained the head of Global Capgemini sustainability services and the corporate responsibility Cyril García.
However, the need to do more is evident. Capgemini saw an increase in consumer skepticism, with 62% believing that brands are washed green, compared to 52% in 2024 and 33% in 2023.
Only 24% of consumers find affordable sustainable products, and only 16% feel they have enough sustainability information.
Interestingly, almost half (49%) reports a positive ROI of sustainability initiatives, often with a faster recovery than other investments, so the opportunities that are advanced could be large.
