In today’s corporate arena, the concept of Environmental, Social, and Governance (ESG) is the boardroom giant that keeps growing.
And this juggernaut shows no signs of slowing, given the looming European Union’s Corporate Sustainability Reporting Directive, which demands unparalleled transparency regarding the environmental and societal actions of companies operating within or engaging with the EU.
Marketers and corporate affairs professionals recognise the immense potential of ESG to fortify brand reputation and drive sales.
But it remains a double-edged sword, and many are understandably gun-shy, given that ESG marketing carries the likelihood of increased regulatory scrutiny – evidenced by the Australian Competition and Consumer Commission’s recent greenwashing crackdown.
Yet despite – or perhaps because of – this, consumer expectations around ESG remain unfulfilled.
According to the IPSOS Climate Change Report 2022, only 40% of Australians believe that businesses are genuinely committed to taking action.
ESG advantage in B2C: a competitive edge
We work with a financial services company that authentically leads the ESG charge.
It not only talks the talk but walks the walk across the spectrum of ESG: from tangibly progressing towards its 2050 net-zero goal, to the circular economy, modern slavery, governance, diversity, and strategic investments.
To unlock the answers, we undertook a Brand Experience Map – a data-driven process that deciphers the precise information consumers seek at each stage of the digital customer journey.
We’ve undertaken several similar projects to help organisations understand the ESG opportunity, customer pain points and motivators to purchase.
And while we won’t share bespoke insights, overarching patterns emerge when understanding consumers’ ESG decision-making.
ESG / climate action + [product] insights:
Note: we categorised search terms with ‘intent’-led keywords tailored to brand products, discarding generic keywords like “climate change.”
Elevate your brand through ESG: strategies to differentiate
It goes without saying that authenticity reigns supreme when it comes to ESG marketing — making every claim bulletproof is non-negotiable.
ESG: the heart of your value proposition
Yet despite this, there remains a stark contrast between consumer expectations and business realities.
Modern consumers expect transparency about where products come from, how they’re made, and their environmental impact. And they are voting with their wallets.
Seize the ESG opportunity today
We’re here to help if you’re looking to navigate the ESG journey.
We offer data-driven solutions, tailored strategies, and an intimate understanding of consumer intent to help you take the first steps toward a future of sustainable success.
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