ESG and Marketing: Why Brands Need Proof, Not Just Promises

ESG (Environmental, Social, Governance) has become one of those terms that many businesses use, but not every customer fully trusts or even understands.

Brands talk about sustainability, ethical sourcing, responsible production, community impact, inclusion and transparency. For many businesses, those things genuinely matter. They shape how products are made, who the business works with, how suppliers are chosen and how decisions are made behind the scenes.

But from a marketing point of view, ESG has become more difficult to talk about.

Customers have heard a lot of promises. They have seen brands use words like sustainable, ethical, responsible and planet-friendly without always explaining what those words actually mean. As a result, people have become more cautious about what they believe.

That does not mean brands should stop talking about the good things they are doing. It means they need to talk about them properly.

ESG can be a strong part of a brand story, but only when it is specific and backed up by real action.

ESG Is Not Just a Marketing Trend

In simple terms, it is about how a business affects the environment, how it treats people and how responsibly it is run.

For a brand that can show up in lots of different ways. It might be the materials used in a product, how packaging is chosen, how suppliers are treated, where products are made, how workers are supported, or how transparent the business is with its customers.

These things matter because customers are not only looking at what a brand sells. They are also looking at how the brand behaves.

Deloitte’s research on the sustainable consumer says there is still an opportunity for businesses to help make sustainable choices more normal for customers. But Deloitte has also reported signs of sustainability fatigue, with some consumers saying they feel less interested in sustainability or unsure whether their choices make a difference.

That is important for marketers.

People may still care, but they are tired of lose claims. What they want is clarity.

Customers Are Wary of Greenwashing

One of the biggest issues with ESG marketing is trust.

Kantar’s Sustainability Sector Index says that 52% of consumers believe companies distribute misleading or false information about their sustainability efforts. That is a serious warning for any brand using ESG language in its marketing.

The problem is not that brands should avoid talking about sustainability or responsibility. The problem is that customers need reasons to believe what they are being told.

Broad claims like “eco-friendly”, “green”, “responsible” or “better for the planet” can sound good, but if they are not explained, they can create doubt instead of confidence.

For smaller brands, this is especially important. A business may be doing genuinely positive things, such as using local suppliers, cutting down packaging, producing in smaller batches, offering repairs or choosing better materials. But if those actions are described too vaguely, the message loses strength.

Specific details are what make ESG marketing believable.

Regulators Are Paying Attention

This is not just about customer opinion. Environmental and ESG claims are also being looked at more closely by regulators.

The Advertising Standards Authority says marketers must base environmental claims on the full life cycle of the advertised product, unless the marketing clearly states otherwise. It also says that if a general environmental claim cannot be justified, a more limited claim about a specific part of the product may be acceptable.

That matters because many claims become risky when they are too broad.

A product might use recycled packaging, but that does not automatically make the whole product sustainable. A garment might use a better material, but that does not mean the entire supply chain has a low impact. A business might support a local charity, but that does not mean every part of the company is socially responsible.

Good ESG marketing does not stretch the truth.

It explains the truth clearly.

The Risk of Saying Too Much

A lot of brands make ESG claims with good intentions. They have made a positive change and want customers to know about it.

The problem starts when the language becomes bigger than the action.

If a brand has reduced plastic in one part of its packaging, say that. If a product is made using organic cotton, say that. If a business manufactures locally, explain where and why. If a company has introduced repair services, talk about what customers can actually do.

What brands should avoid is turning one good action into a sweeping claim about the whole business.

That is where greenwashing concerns begin.

In 2024, the Competition and Markets Authority secured formal agreements from ASOS, Boohoo and George at Asda over green claims. The CMA said the retailers had agreed to use only accurate and clear green claims, and it also advised other fashion retailers to review their own claims.

The lesson for other brands is straightforward.

If you are going to make a claim, make it clear, specific and easy to understand.

ESG Should Start With Real Business Decisions

The strongest ESG marketing does not start with a campaign. It starts with what the business is actually doing.

If ESG is only used as a marketing message, it can feel thin. If it is connected to real decisions, it becomes much more powerful.

A UK-made clothing brand might talk about local manufacturing, shorter supply chains, long-lasting garments or repairability. A food or drink brand might talk about sourcing, waste reduction, packaging choices or relationships with suppliers. An outdoor brand might talk about durability, product care and helping customers make products last longer.

These stories are useful because they help customers understand the brand properly.

The key is to connect the claim to the action. Instead of saying “we care about sustainability”, explain what has changed, why it changed and what it means for the customer.

That is much stronger.

ESG Marketing Needs Plain English

One of the problems with ESG is that the language can become too corporate.

Terms like sustainability framework, responsible procurement, governance standards and carbon reduction pathway may make sense internally, but they do not always help customers understand what the brand is doing.

Good ESG marketing should be written in plain English.

Tell people what you do. Tell them why you do it. Tell them what you are still working on.

Customers do not expect every brand to be perfect. In many cases, honesty about progress feels more believable than pretending everything is already solved.

A brand that says, “we have reduced plastic packaging in this range and are working on the rest”, often feels more credible than a brand that simply says “sustainable packaging” with no explanation.

ESG and SEO

ESG can also support SEO, but only when the content is useful.

Search-friendly phrases such as sustainable marketing, ethical brands, greenwashing, responsible business, ESG strategy, sustainable packaging, UK-made products and ethical sourcing can help bring people to an article or website.

But keywords are not enough on their own.

Strong ESG content should answer the questions customers are already asking. Where is this made? What materials are used? How long will it last? Can it be repaired? Who made it? What evidence supports the claim? What is the brand doing next?

This is where ESG marketing becomes part of the wider customer journey.

It is not just about looking responsible.

It is about helping customers understand why they can trust the brand.

Better Claims Build Better Trust

ESG marketing is not about making a brand look perfect. It is about helping customers understand what the business is doing and why it matters.

For brands, the opportunity is not to shout louder about being sustainable, ethical or responsible. The opportunity is to be clearer.

Use specific claims. Show the evidence. Avoid vague language. Be truthful about progress. Connect ESG messages to business decisions.

Customers are not looking for perfect brands. They are looking for brands they can trust.

At Forty and Co, we help businesses communicate their value clearly. For ESG-led businesses, that means turning responsible decisions into clear, credible marketing that customers can understand.