Three quarters of British manufacturers see ‘sustainability’ as brand image over genuine action
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Published in Featured
More than three quarters (77%) of UK manufacturing leaders believe sustainability is driven more by brand image than meaningful action, according to new research released on World Environment Day.
The survey, commissioned by personalised workwear provider MyWorkwear, reveals a growing disconnect between sustainability ambition and delivery within industry.
While 92% of respondents agree sustainability should be a business priority, only 65% say it is actively treated as such and just over half (54%) have measurable sustainability targets in place.
Cost pressures are a key factor behind this gap. Over the past years, 61% of manufacturers say their focus has declined due to rising costs, as well as the cost of sustainable alternatives.
Other challenges include time constraints (49%), lack of knowledge (33%), and limited availability of sustainable options (30%).
James Worthington, Co-Owner at MyWorkwear, said: “Manufacturers are under constant pressure to balance operational efficiency with cost control, so it’s no surprise that sustainability efforts can slip down the priority list when margins are tight.
“However, what this research highlights is that the intention is absolutely there, what’s missing is the ability to consistently translate that into action.”
Despite these obstacles, the commercial case for sustainability is becoming increasingly clear for manufacturers. More than six in ten (61%) respondents report seeing cost benefits from adopting more sustainable practices, highlighting a disconnect between perceived and realised value.
In terms of implementation, energy usage (68%) and waste reduction (63%) are the most common areas of focus, followed by packaging (49%), supply chain improvements (44%), workwear (34%), and travel emissions (32%).
“In many cases, sustainability within manufacturing is being driven by external pressures such as ESG requirements, tender frameworks, or customer expectations, rather than being fully embedded into day-to-day decision making. That can make it feel more like a compliance exercise than a genuine business transformation,” added James.
“As a supplier to the sector, we recognise that workwear isn’t always the first area businesses look to when reviewing sustainability, but it is an area where quick wins can be made. From more durable garments to recycled fabrics and responsible sourcing, there are practical steps manufacturers can take without overhauling entire operations.”
He continued: “What’s particularly encouraging is that 65% of manufacturers said they would choose more sustainable workwear if it were more readily available. That tells us the demand is there, but the market still needs to evolve to make those options more accessible, affordable, and clearly communicated.
“Ultimately, closing the gap between sustainability as a ‘brand message’ and sustainability as a ‘business reality’ will come down to education, innovation, and making sustainable choices easier to implement at scale.”
The MyWorkwear survey also found that nearly half (49%) of manufacturing leaders already consider sustainability when purchasing workwear, while 72% actively re-use or recycle garments.
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