Sustainability communications advance, but UK companies miss opportunities to attract talent
UK 2024-2025
The 28th edition of Webranking by Comprend evaluates how effectively the UK’s largest companies address stakeholder expectations for transparency and accessibility on their websites. These criteria are informed by direct insights from key stakeholder groups, including investors, analysts, and job seekers.
This year’s survey covered the 110 largest UK companies and the eight largest Irish companies, selected based on their market capitalisation and inclusion in the Europe 500 list derived from the STOXX All Europe 800 index.
The average score for the ranked companies is 47.05 out of 100 points, an improvement of 2.6 points since last year. The best-performing sections for the companies are About Us (61% average criteria fulfilment) and Features and Functionalities (58% criteria fulfilment).
47.05/100
Average score UK, 2024-2025
48.40/100
Average score Europe 500, 2024-2025
Key findings
- Highest-performing companies: Energy companies BP and Shell topped this year’s list, with Rolls-Royce Holdings a close third.
- Energy sector performs well: The Energy sector in the UK has an average score of 66.1 points. Energy companies perform particularly well in the About Us section, fulfilling an average of 78% of the criteria. Nearly all companies clearly communicate their purpose, vision, and competitive positioning, enhancing trust and stakeholder understanding. They also score highly for their Sustainability sections - on average 86%.
- Retail sector ranked lowest: Companies in retail ranks an average score of 38.9 points, and performs on the lower side in sustainability information, with an average fulfilment of 40%, compared to the overall average of 55%. Retail companies also lack information for jobseekers to a higher extent than other sectors (39% compared to the UK average of 56%).
- Sustainability communications are improving: UK companies fulfil over 52% of the Sustainability criteria this year, an improvement since last year. The companies perform particularly well when it comes to presenting their sustainability strategies and how ESG factors are integrated in the overall business model and strategy.
- Accessibility as an emerging standard: Over 70% of companies present an accessibility statement, which is highly positive. 82% of companies had an Accessibility Cloud rating of A or B, suggesting a proactive trend towards broader digital inclusion.
Strengths and best practices
Corporate mission and vision is clearly conveyed
Overall, UK companies scored highest in the ‘About Us’ section, with a 61% average criteria fulfilment. The companies have performed well in presenting their purpose, mission and vision (97%), value creation for society (96%) and target market/customers (92%).
This clarity helps build trust, differentiate the brand, and connect with both potential customers and employees on a deeper level. It's an opportunity to tell a compelling story about the company’s journey, their values, and commitment to making an impact.
BP's About Us section clearly emphasises its core values, including safety, sustainability, innovation and diversity. It talks about how it is leveraging tech and innovation to help meet sustainability goals and create new energy solutions.
Sustainability communications are improving
UK companies fulfilled over 52% of the Sustainability criteria this year, a rise on last year’s figure (43%).
UK companies perform particularly well when it comes to presenting their sustainability strategies and how ESG factors are integrated in the overall business model and strategy (89%). Information about sustainability governance is also commonly presented, with 69% of the companies presenting this information.
Rolls-Royce Holdings is the best-performing UK company in sustainability. They present a clear overview of their sustainability strategy, including targets and governance.
52%
averge criteria fulfilment Sustainability section
89%
explain how ESG factors are intergrated in the overall business model and strategy
69%
present information about sustainability governance
70%
present an accessibility statement
Accessibility as an emerging standard
Ahead of the European Accessibility Act in 2025, we expanded our criteria this year to assess digital inclusivity in more detail. By proactively prioritising accessibility, companies not only comply with emerging regulations but also create a sense of trust and inclusivity that resonates broadly with stakeholders and audiences.
For UK companies, our data showed that over 70% of companies presented an accessibility statement, such as Anglo American, who clearly outline their commitment to web accessibility, ensuring compliance with international standards and offering a variety of features to accommodate users with disabilities.
Scans of websites made in collaboration with Accessibility Cloud gave a top rating of A or B for 82% of companies, suggesting a proactive trend towards broader digital inclusion.
82%
received an Accessibility Cloud rating of A or B
Communicating about AI, innovation and emerging technologies builds trust
The Edelman Trust Barometer 2024 highlights that trust in businesses increasingly depends on transparent and responsible technology integration. Companies that openly communicate about their digitalisation efforts and emerging technologies can strengthen their role as accountable leaders in the tech-driven transformation.
We found that 64% of the UK’s largest companies present general information about R&D or innovation programmes, and 43% present more detailed information with examples of ongoing programmes. 74% present their progress and approach to digitalisation and 77% present information about how emerging technologies, such as AI or Blockchain are affecting their business.
A best practice example are IAG who clearly communicate their focus on building the future of air travel through three dedicated programmes: Accelerator, Ventures, and Research and Development which are all clearly explained.
64%
present general information about R&D or innovation programmes
43%
present detailed information about R&D and innovation programmes
77%
present information about how emerging technologies are affecting their business
Challenges and opportunities for improvement
Lack of information about career progression
Although companies score well for presenting their approach on diversity and equal opportunities, career progression remains an area where companies are lacking significant information. Only 37% of UK companies present clear information on career progression and promotion opportunities while only 3% offer data on the number of hours spent on learning and development. Only 14% include detail about the onboarding programme. This suggests a missed opportunity to attract high-quality talent, build trust and enhance their employer brand.
DCC offers a clear explanation of their opportunities for internal transfers and group-wide opportunities. The information is complemented by an employee quote, adding a personal and relatable perspective that resonates with potential candidates.
37%
present information about career progression and promotion opportunities
3%
present data on the number of hours spent on learning and development
14%
include details about their onboarding programme
5%
include direct leadership commentary in business strategy presentations
34%
include direct leadership commentary in sustainability strategies discussions
Trust in leadership and thought leadership
Despite the growing importance of executive visibility in fostering trust, only 5% of companies include direct leadership commentary in business strategy presentations on their websites, compared to 34% in sustainability strategy discussions. This suggests a missed opportunity to connect with stakeholders on broader strategic goals.
Imperial Brands demonstrates best practice by complementing their business strategy with a CEO quote, which reinforces leadership commitment, personalises the message, and strengthens stakeholder trust in their transformation journey.
Top performers
1. BP
68.2/100 points
2. Shell
63.9/100 points
3. Rolls-Royce Holdings
62.2/100 points
BP take the lead as the best-performing UK company for the second year in a row. They perform especially well in presenting Sustainability, About Us and Careers-related information.
Shell have climbed one placement from last year and continue to perform well in presenting information related to financial reporting, including an online version of their annual report.
Rolls-Royce Holdings are new in the UK top three, improving their score with 5.2 points since last year. Sustainability and Careers stand out as strong areas.
Best climber
IMI are this year’s best UK climber, meaning the company who have improved their score the most since last year. They have improved their score by 14.9 points in total. Well done!
+14.9
points improvement
Top 10 - UK
| Rank | Company | Main country | Sector | Score |
|---|---|---|---|---|
| 1 | BP | UK | Energy | 68.2 |
| 2 | Shell | UK | Energy | 63.9 |
| 3 | Rolls-Royce Holdings | UK | Industrial Goods and Services | 62.2 |
| 4 | Diageo | UK | Food, Beverage and Tobacco | 61.9 |
| 5 | Centrica | UK | Utilities | 61.3 |
| 6 | Coca-Cola HBC | UK | Food, Beverage and Tobacco | 61.0 |
| 7 | British American Tobacco | UK | Food, Beverage and Tobacco | 60.4 |
| 8 | Rio Tinto | UK | Basic Resources | 58.7 |
| 9 | BT Group | UK | Telecommunications | 57.9 |
| 10 | Weir Group | UK | Industrial Goods and Services | 57.5 |
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