INSIGHTS TO ACTIVATE
THE ABCs OF ESG
Consumers care about ESG, despite all the noise. Here's why, and what you should do
Key Takeaways
1
More and more Americans say they choose brands that support their values, and the main pillars of ESG are important to a majority of Americans
2
Products and services that leverage ESG are a major source of brand growth, so ESG principles need to expand beyond the corporate office to insights professionals
3
Brands looking to connect their ESG products and services with customers can overcome the say-do gap by leveraging behavioral science principles to observe – and change – customer expectations
Why brands need to care about values
Values matter.
The words to describe them may change from year to year, and the values themselves may change from person to person, but they are one of the key motivators that drive people as they make choices from the grocery store to the housing market. And in our polarized yet interconnected modern world,
the importance of values has been rising: In fact, 71% of people say “I tend to buy brands that reflect my personal values,” a number that’s risen by double digits in the last 10 years across all trended markets for the Ipsos Global Trends survey.
I tend to buy brands that reflect my personal values
of people in 50 countries around the world
of people in the U.S.
Source: Ipsos Global Trends Survey 2024, a survey of 52,189 adults surveyed across 50 markets between Feb. 15 and April 23, 2024. For full methodology, see ipsosglobaltrends.com.
At the center of these considerations in 2024 for businesses is ESG, an acronym that refers to corporate practices around the environment, social and governance. While the term has become fodder for America’s culture wars in recent years, that doesn’t change the fact that for businesses, ESG considerations are core to connecting with their customers.
That means that ESG isn’t just for folks involved in corporate reputation in the boardroom – insights professionals also need to help monitor consumer opinions on ESG, and use that knowledge to shape the products and services their brands create.
"Consumers don't want to compromise on quality, price or experience, but they also want products that are good for them and good for the planet. So, the companies that can find or develop the right products that deliver on all fronts are the companies that are going to win."
And it’s easier (and more worthwhile) than you think to make progress, while helping push consumers to action in a way that builds your bottom line while also making the world a better place. Read on to learn how, using the ABCs of ESG.
