ESG is receiving increasing attention from globally renowned companies, with more and more people using ESG standards to evaluate brands and businesses. As a result, companies are not only publishing ESG reports, but also embracing ESG marketing.

ESG marketing involves integrating a company's ESG strategy into its marketing activities. Showcasing the company's commitment to sustainability and ethical operations helps build a positive brand image and fosters strong connections with consumers.

Put simply, it's about telling a compelling ESG story that resonates with consumers, fostering their support and alignment with the company's values, and cultivating deeper emotional ties and loyalty.

Today, many leading companies have started prioritising and implementing ESG marketing. This is driven not only by developments in the social and environmental landscape, but also - and more importantly - by consumer expectations.

Generation Z was born into the digital age, where information is readily available at all times. They can easily access channels to learn about a product, company, or even its production process. When they need a product, they explore it from multiple angles and have very clear reasons for their purchasing decisions.

As Generation Z continues to play an increasingly decisive role in the market, understanding how to effectively market to this generation is crucial.

As previously mentioned, a report by McKinsey & Co. revealed that 60% of millennials are willing to spend more on brands committed to corporate social responsibility. Additionally, Kotler Marketing Group highlighted that consumers not only value brands' participation in charitable causes, but also want to understand the social values behind these actions and the issues that the brands aim to address.

A 2023 Weibo ESG project survey further showed that 64% of users access corporate low-carbon ESG information via Weibo. These users are more likely to purchase products from socially responsible brands, with 80% believing that brands should support public welfare while pursuing profits. Furthermore, 36% of users are willing to pay a premium of over 10% for products from companies with a strong ESG image.

The "2023 China Public Welfare Consumption Report" also concluded that consumers react differently to "public welfare brands" and "ordinary brands." If there is negative news about a brand associated with public welfare, consumers tend to be more forgiving and patient. If the issue is not too severe, they are more willing to wait for an explanation from the relevant authorities or the brand itself.

In this context, ESG marketing is effective in attracting socially conscious customers. By incorporating ESG strategies into their marketing propositions, companies can craft a distinctive brand image and narrative.

It must be emphasised that this type of marketing strategy cannot be superficial or short-lived. It requires long-term commitment and genuine implementation.

ESG is not a short-term gimmick or a mere slogan. Rather, it should be a tangible, experiential, and even participatory long-term initiative that allows the public to truly perceive the social values conveyed by the brand's actions and understand the societal issues the company is addressing.

Now is not the time for empty rhetoric.

In recent years, campaigns like the "Ice Bucket Challenge," "Earth Hour," and "Tracing the Creases of the Elephant (The Chinese short film:沿着大象的纹路)" have been excellent examples of ESG marketing. Another notable case is the Chinese sportswear brand Erke, which received overwhelming support from consumers in the form of "wild consumption" after donating to disaster-stricken areas during challenging times. This demonstrates that concrete actions, coupled with transforming "self-narratives" into "public narratives," can evoke empathy and resonance among the public.

From a social responsibility perspective, every company is part of society and should contribute its resources and efforts to it, especially in areas that align with national plans. The more companies achieve in this regard, the better.

Companies that practise environmental, social, and governance marketing in a genuine way, while effectively articulating their core values can not only enhance brand recognition and drive growth, but also play a vital role in creating a more ethical and sustainable future for the next generation.

From a marketing standpoint, businesses should select initiatives that align with their long-term strategic goals and develop marketing strategies that are based on the overall ESG framework. They should prioritise the social communication of ESG principles, leveraging each campaign to consistently demonstrate their long-term vision for sustainability, commitment to stakeholders, and risk management capabilities.

Such communication can, in turn, benefit society by inspiring positive public reactions to environmental protection and social order. Ultimately, this will foster valuable interaction and helps build corporate credibility and brand loyalty more effectively.

In conclusion, ESG principles are expected to have a profound impact on the development trajectory of the global business landscape over the next decade. They will become deeply integrated into both business and communication strategies, ushering in a new chapter in corporate social value.

By collaborating with strategic public relations partners and leveraging their expertise, companies can craft effective ESG marketing strategies, better address challenges, forge deeper and broader connections with stakeholders, and work together to create a more sustainable future.