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What is ESG? A Pocket Guide for Marketers

Nowadays, a lot more is needed for an organization to succeed than just profit margins. That's where ESG comes in. It refers to how your company handles critical issues and attracts conscientious consumers.

Read on to enhance your marketing with purpose-driven ESG strategies.

What Is ESG?

ESG stands for three distinct components, which are as follows:


Environmental factors refer to a company's impact on the natural environment. This includes considerations such as:

·    Greenhouse gas emissions and pollution

·    Energy efficiency

·    Waste and water management

·    Biodiversity and land use

Companies are finding methods to reduce their impact on the environment through resource management and going green. For marketers, this means highlighting a brand's environmental impact. This is doable by ensuring environmentally-conscious messaging and transparency. But only 24% of businesses consider environmentalism to be a differentiator.


Social factors examine how a company manages relationships within the communities in which it operates. This includes employees, suppliers, and customers. For instance:

·    Employee wellbeing, diversity, and inclusion

·    Product safety and quality

·    Data privacy and security

·    Community engagement and philanthropy

Brands are working to strengthen social sustainability. They are upholding ethical labor practices, producing safe and inclusive products, and giving back to society. However, the marketers need to let stakeholders know about these initiatives.


The rules and guidelines put in place for supervising and running an organization are referred to as its governance. Robust governance is defined by:

·    An independent and diverse board of directors

·    Transparent executive compensation

·    Anti-corruption and bribery policies

·    Protection of shareholder rights

Good governance builds trust and accountability. This reassures investors and customers that a company's operations are fair and ethical. For marketers, promoting good governance means ensuring honest, transparent communication about their organization.

Why ESG Matters for Marketers and Consumers?


Meet Customer Values and Demands

Today, customers like to buy from companies that believe in what they believe in. If brands focus on ESG, they can make customers stick with them and draw in people who care about society and the environment. Most shoppers think about ESG factors when they buy things.

Improve Brand Reputation

How a company treats its employees and the environment affects its reputation and trust. If a company does well in ESG and is open about it, people see it as ethical, responsible, and forward-thinking. This can make people speak positively about the brand and protect it from reputation problems.

Drive Innovation

Companies are prompted by ESG concerns to reconsider their business strategies and look for novel approaches to challenging social and environmental problems. This promotes a culture of ongoing development. It is advantageous to the business world, the general public, and the environment.

Access Investment

More investors care about ESG when they decide where to put their money. Companies that handle ESG well and talk about it openly can get more money from investors who want to support responsible and sustainable businesses. This includes big investors like pension funds and special funds that focus on ESG. By making ESG a priority, companies can attract more investment opportunities. The companies with the highest ESG performance develop at a faster rate and are valued at least 10% higher.

Prepare for Regulation

Globally, governments are enacting new laws to improve ESG disclosure requirements and standards. Businesses who are quick to adapt have a competitive edge over those that take longer and risk increased compliance expenses, legal problems, and decreased operational efficiency. ESG is essential for organizations and marketers to succeed in the long run.

Educate and Activate Your Customers

Brands can help ESG by educating and getting customers involved. You could start a social media campaign to talk about saving the environment or social justice issues. Make it simple for customers to recycle or properly dispose of your products. You could also show them how to use your products in a more eco-friendly way. When customers feel like they can help through the brands they like, things can really change.

Final Thoughts

You now have a solid understanding of the key ESG factors that are transforming marketing and business practices. If you start putting ESG into your marketing plan, you can help your company be more eco-friendly and meet what customers want. It'll take learning and getting better as you go, but now you have what you need to start thinking about the environment, society, and how your company is run. With the insights provided here, you can start on the journey to make marketing more purpose-driven, ethical, and impactful.


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