ESG Amongst Eco-Conscious Consumers: What Brands Need to Know

Let’s be real—selling great products or services is no longer enough. If your brand isn’t walking the talk when it comes to sustainability, today’s savvy consumers are going to swipe left. Millennials and Gen Z especially are dialled in, tuned up, and expecting brands to care about more than just profits. That’s where ESG marketing comes in.

So, what’s ESG all about? It stands for Environmental, Social, and Governance—three big pillars that define a company’s ethics and sustainability. In this article, we’re diving into how eco-conscious consumers are driving change and how your brand can win their hearts (and wallets).

1. Eco-Conscious Consumers Are Changing the Game

Let’s face it—people want more than just great deals—they want to buy from brands that “get it”. The rise of the eco-conscious consumer means that values now drive value. Research shows that 73% of Millennials are happy to spend more on sustainable goods, while over 80% of Gen Z expects brands to take a stand on environmental and social issues.

Today’s consumers aren’t just shopping—they’re investigating. They’re flipping labels, researching company ethics, and sharing their findings on TikTok. For them, sustainability isn’t a trend—it’s a lifestyle.

To stay in the game, brands need to tap into the latest consumer sustainability trends and evolve fast.

2. ESG: What It Means for You

Let’s break down ESG—because it’s more than just corporate jargon. It’s a practical framework for how your brand shows up in the world.

• Environmental: More than just recycling. It’s about reducing emissions, using eco-friendly materials, adopting sustainable packaging, and ensuring responsible supply chains.
• Social: Consumers support brands that support people. This covers fair labour practices, workplace diversity, community initiatives, mental health support, and giving back.
• Governance: Think transparency, ethics, and strong leadership. It includes clear communication, anti-corruption policies, and accountability. Governance ensures your environmental and social efforts are credible and consistent.

What does all this mean for your brand?

In a word: trust. Followed by loyalty and relevance.

Brands that genuinely commit to ESG principles—not just for the PR boost—stand out. Consumers reward authenticity and action. ESG helps brands move from just making noise to making a difference.

It also boosts internal culture. A strong ESG focus improves employee morale, attracts top talent, and aligns your organisation around a bigger purpose. That’s how modern brands grow—from the inside out.

Image source: insights.som.yale.edu

3. Real Brands, Real Impact

Let’s spotlight a few trailblazers:

• Patagonia is practically the poster child for environmental action. They even tell customers to buy less. Just take a look at their website and campaigns—you’ll see them walk the outdoor talk (pun intended).
• The Body Shop has been on the forefront of ESG with their cruelty-free, fair trade, and planet-friendly practices.
• Ben & Jerry’s serves up tasty treats and stands for social justice with these 5 “social mission” flavours.

These aren’t just campaigns—they’re movements. These brands use green marketing strategies and emotional messaging to connect with people on a deeper level. What makes them memorable? Transparency. They share real results, acknowledge challenges, and invite their audience along for the journey.

4. Make ESG the Heart of Your Marketing

It’s time to align your marketing strategy with your values—because ESG shouldn’t live in a PDF no one reads. It needs to pulse through every campaign, every social post, and every customer touchpoint.

When ESG is embedded into your brand storytelling, it transforms your marketing from promotional noise into purpose-driven messaging. Customers feel the difference when a brand genuinely cares.

Here’s how you bring ESG to life through marketing:

• Social media storytelling: Go beyond polished visuals. Share behind-the-scenes efforts—team volunteering, packaging evolution, supplier interviews.
• Content with conscience: Blogs, videos, and emails can educate your audience on the causes you care about. It’s not just good content—it’s content that builds community.
• Sustainable product design: Use your labels, packaging, and copy to reflect your values—ethical sourcing, green materials, honest messaging.
• Campaigns with heart: Create seasonal or evergreen campaigns tied to environmental days, mental health awareness, or social justice initiatives that align with your brand ethos.

This isn’t about perfection—it’s about progress. Be transparent. Today’s consumers are sharp; they’ll spot greenwashing from a mile away.

So bring them into your journey. Share the wins and the work in progress. That honesty builds deeper connections.

5. What Your Audience Actually Wants

Here’s what today’s eco-conscious crowd is looking for:

• Clear updates on your sustainability journey
• Recognised certifications, depending on your industry (e.g. B Corp or Fair Trade)
• Behind-the-scenes content that proves you walk the talk
• Brand involvement in social and environmental causes

Don’t hide your values—amplify them. Use platforms like Instagram, TikTok, and LinkedIn to show your impact, share tips, and invite consumers into the conversation.

Every touchpoint—packaging, newsletters, store displays—is an opportunity to build trust through ESG.

ESG = Future-Proof Branding!

Here’s the bottom line: ESG is no longer optional. It’s expected. Brands that lean into ESG  and connect with eco-conscious consumers are building real trust—and that trust pays off.

Consumers want to feel good about what they buy. When your brand leads with purpose and backs it up with consistent action, you create long-term loyalty. Start small if you need to—recycled packaging, ethical suppliers, inclusive hiring. Then shout out those wins.

Because in the end, consumers aren’t just buying what you sell. They’re buying into who you are.