Aligning Your ESG Strategy with Consumer Expectations for Your Category

Companies are increasingly investing in ESG (Environmental, Social, and Governance) initiatives to meet regulations, trends, and consumer expectations. ​ Understanding these expectations is crucial for aligning ESG strategies with consumer values and achieving brand success.

As companies ramp up their ESG efforts, understanding consumer expectations is vital for effective brand positioning and ROI. ​ Research shows that 59% of global consumers are willing to pay more for ethical and sustainable products, and 70% prefer brands that reflect their personal values. ​ Therefore, aligning ESG strategies with consumer expectations in specific categories is essential. ​

Our research in the Quick Service Restaurants (QSR) and Hair Care categories reveals distinct consumer priorities. ​ For QSR, consumers emphasise fair employee pay, waste management, and responsible ingredient sourcing. ​ In contrast, Hair Care consumers prioritise minimising factory pollution, avoiding animal testing, and eco-friendly packaging. ​ Brands that align with these priorities can differentiate themselves and capture white space opportunities.

To succeed in ESG initiatives, brands should build on their heritage, make their ESG efforts visible to consumers, and adapt their communication strategies to meet evolving consumer values. ​ By monitoring the ESG landscape and aligning strategies with consumer expectations, brands can effectively integrate ESG into their propositions and achieve long-term success.

• Download the white paper below to learn more about aligning your ESG strategy with consumer expectations for your category.