Oct. 26, 2007 Just 1% of U.K. business watchers believe genuine concern for the environment is the key driver for companies to adopt green policies, according to a new survey.

Chatsworth Communications' survey of journalists, sustainability experts, and political groups revealed a growing sense of cynicism about corporate green efforts. Respondents said the largest green motivators were reputation (27%) and consumer pressure (20%). "Good business sense" came in third, at 18%.

BP and Tesco in particular garnered mixed reviews for their communications efforts. Respondents named the companies as both the biggest greenwashers and the most effective green publicity campaigners. Forty-five percent said department store chain Marks & Spencer was making the most genuine environmental effort.

"Many opinion formers appear to be losing faith in the real intentions of U.K. corporates to meet their sustainable objectives," says Nick Murray-Leslie, director of Chatsworth Communications. The views of the people polled influence millions of consumers across the U.K., who will ultimately vote with the purchasing decisions they make."

Three-quarters of respondents said it's best for businesses to be upfront about their environmental weak spots as long as they show a willingness to make changes. But the survey also found that perceptions of corporate green campaigns are closely linked to sector. Big net polluters like oil companies and airlines, for example, are likely be perceived as greenwashers despite efforts to improve their green credentials.

The U.K. survey echoes similar findings in the U.S. A recent poll of U.S. retailers also identified corporate image as the key green driver.