On the other side, an anti-ESG movement has emerged. We only have to look at what is playing out particularly in the US to see the impact right-leaning politics is having, with legislative steps being taken to curb what is being called “woke capitalism”. As a result, a worrying number of big corporates have started rolling back their commitments on everything from net zero to Equity, Diversity and Inclusion (EDI). Others are going in the other direction, engaging in “greenhushing” – a term for the growing number of companies staying quiet on their ESG progress due to backlash fears.

In positive news, new research from Isio has found that 97% of UK asset managers have an established ESG policy combined with dedicated sustainability teams in place. The survey also shows ESG integration remains at “robust” levels with 69 per cent of asset managers committing to the UK Stewardship Code in 2025, up 4 per cent on 2024. Similarly, it showed 65 per cent of respondents had established net zero plans in 2025, compared to 58 per cent in 2024.

These are no doubt muddy waters, but it doesn’t mean that there aren’t companies out there still genuinely committed to the core principles of ESG and positive impact. It just means that the divide is getting bigger between the companies that live and breathe these values, and those that have up until now used ESG as a smokescreen.

Integrity matters

So, what do responsible businesses do faced with this changing world? We shouldn’t be shying away from the controversy but doubling down on our values. It’s about having a clear and simple vision that does not change with the political or social winds. Whether it’s called ESG or something else, the commitment to having a positive impact remains. And research from B Lab UK has also shown that purposeful businesses are succeeding, with Certified B Corporations outperforming ordinary businesses in areas including revenue growth, talent acquisition and social and environmental impact.

As a UK B Corp scoring in the top 3% for impact, Thrive has been prioritising people and planet for over 30 years. It’s the basis of every decision we make – from the projects we invest into to the way we incentivise our staff. That resilience has allowed us to invest in 45 clean energy projects, 6 of which are 100% community owned, generating over 2.3 billion kWh of clean electricity and preventing the emission of over 1 million tonnes of CO₂. To us, prioritising environment and society is simply good governance and one of the reasons why impact-driven businesses will continue leading long after the next buzz word has come and gone.