MTM Senior Marketing Manager, Clare Ryan shares insights on how maritime companies can build credible ESG marketing strategies in 2025
The maritime ESG message is under the microscope
As the maritime industry accelerates its transition toward net-zero, sustainability messaging is under growing scrutiny. A recent survey by the Global Centre for Maritime Decarbonisation (GCMD) and BCG (Oct 2024–Feb 2025), covering 114 shipowners and operators, found:
- 77% now consider net-zero a high strategic priority (up from 73% two years ago)
- Only 60% have formal net-zero targets (rising from 54%)
- So while intent is increasing, commitment and transparency haven’t quite caught up.
In this environment, credible ESG marketing is essential. Shipowners, operators, and maritime brands are expected to prove their environmental credentials with real data, not just grand vision and mission statements.
A satirical wake-up call: Greenwashing in LNG marketing
One recent campaign highlighted by The Guardian brought the issue into sharp focus. A satirical ad featured in the Maritime Executive spoofed liquefied natural gas (LNG) marketing, exposing the overuse of vague claims like “sustainable” and “net-zero ready”, often without evidence to support them.
It hit a nerve across the sector. While LNG is frequently promoted as a lower-emission alternative, its full lifecycle emissions tell a more complex story. When messages don’t align with facts, audiences call it out.
Why maritime ESG claims face growing greenwashing scrutiny
With 2030 and 2050 IMO decarbonisation targets fast approaching, the pressure is increasing, yet challenges remain:
- Alternative fuels each have their own shortcomings and poorly understood
- Regulatory expectations are increasing
- Investors want data, not just direction
- Customers and stakeholders are calling out overstatements
Credible ESG clarity, evidence, and consistency
Generic claims like “eco-friendly” or “green tech” are no longer sufficient. What’s needed is measurable, verifiable proof. For example, instead of saying “our solution is sustainable,” a stronger message might be; “our solution reduces GHG emissions by 24% over 10 years, and has been verified by DNV.” Statements like this work much harder to build trust and credibility, and it’s what the market now expects.
What credible ESG marketing in maritime looks like
To cut through the noise and avoid greenwashing, maritime marketers should prioritise:
1. Validation through independent data
Back up ESG claims with third-party verification. Certification bodies, classification societies, and verified carbon tracking frameworks are all essential in demonstrating real impact.
2. Transparency over perfection
Be honest about your progress. Audiences are far more forgiving than you might expect if you are honest about your progress or lack there of. So, if you’re not there yet, say so, and show how you’re working toward your goals. Stakeholders value honesty and a clear roadmap over promises.
3. People-led, authentic storytelling
Put your crew, engineers, and sustainability leads front and centre. Stock imagery and AI-generated visuals can feel hollow. Instead, showcase the real people behind your ESG initiatives. It humanises your brand and builds authenticity.
4. Sustainability as a strategic pillar
ESG shouldn’t be siloed as a campaign or compliance checkbox. It should be embedded into your brand narrative, informing culture, communication, and commercial strategy.
5. Multi-channel, data-driven delivery
Use a mix of PR, thought leadership, events, digital content, and reporting frameworks to tell a consistent and credible story. The more touchpoints, the more trust you build.
Case study: Building credibility with The Solent Cluster
A strong example of strategic ESG marketing in action is our work with The Solent Cluster, a decarbonisation coalition uniting industry, government and innovation leaders. Through a campaign built around the Innovation Zero conference, we helped position the Cluster as a key player in the UK’s net-zero transition. Using a blend of:
- Film and storytelling
- Digital and social content
- Targeted PR and thought leadership
The campaign demonstrated that with clarity, credibility, and collaboration, ESG communications can not only inform but also influence and accelerate real change.
Final Thought: Say Less. Prove More.
Across the global maritime landscape where scrutiny is intensifying, credible ESG marketing is more than a nice-to-have; it’s a business imperative. So, focus on the claims you can prove, be transparent and build your narrative around emotive storytelling that reflects real progress and personal experiences.
Need help shaping a credible sustainability story for your brand?
Get in touch with our maritime marketing experts to learn how we can help you avoid greenwashing and lead with purpose.
ESG Frequently Asked Questions (FAQs)
What is greenwashing in maritime ESG marketing?
Greenwashing occurs when maritime companies exaggerate or misrepresent their sustainability credentials in marketing, using vague, misleading or unverified claims to appear more environmentally responsible than they are.
How can shipowners and operators avoid greenwashing?
Avoid generic terms and instead use verifiable data, certification references, and transparent timelines. Show proof, not promises.
Why is ESG marketing important in the maritime industry?
Beyond compliance, ESG marketing shapes investor confidence, brand reputation, and stakeholder trust. Done right, it can be a powerful differentiator in a competitive and closely watched market.