It’s no longer a question of whether companies should engage in environmental, social and governance (ESG) marketing; it’s how. As we navigate 2025, ESG has evolved from a niche term in energy sectors to a strategic imperative across nearly every industry.

Today, your customers, employees, investors and partners expect more than just quality products and services. They want to know what your brand stands for, including how you treat people, how you impact the planet and how you govern yourself.

And they’re not just asking quietly. Consumers vote with their wallets, employees choose mission-aligned workplaces, and investors prioritize ESG benchmarks. According to PwC’s 2024 Global Investor Survey, 75% of investors said they would hold companies accountable for ESG performance, even if it meant short-term profit tradeoffs.

If your ESG marketing is nonexistent, inconsistent or insincere, you’re at risk of falling behind. But done right, ESG marketing can build trust, drive growth and distinguish your brand in an increasingly values-driven marketplace.

What Does ESG Mean in 2025?

The ESG framework still stands for Environmental, Social and Governance, but customer expectations have deepened.

E is for Environmental

This goes beyond carbon offsetting press releases. Today, environmental marketing includes tangible metrics like renewable energy usage, waste reduction efforts, sustainable supply chains and responsible sourcing.

What matters most: substantiated claims, measurable outcomes and transparency. Vague promises no longer hold an audience’s attention.

S is for Social

The social pillar has expanded to encompass DEI (diversity, equity and inclusion), fair labor practices, mental health policies, community engagement, supplier diversity and more.

In 2025, consumers want to know:

  • How do you support employee well-being?
  • What are you doing to uplift underserved communities?
  • How are you fostering belonging across teams and customer bases?

Social storytelling should feel personal and authentic. 

G is for Governance

Governance is the backbone of ESG. It reflects how your company makes decisions, monitors risk, upholds ethics, and enforces accountability.

This includes:

  • Transparent leadership
  • Equitable pay policies
  • Cybersecurity safeguards
  • Whistleblower protections
  • ESG-aligned executive incentives

Good governance isn’t just a checkbox. It tells stakeholders your ESG commitments aren’t performative, they’re institutionalized.

Why ESG Marketing Matters More Than Ever

It’s a misconception that ESG marketing is all cost and no return. The opposite is proving to be true for businesses.

1. ESG drives growth

Consumers are willing to pay more for brands that align with their values. Studies have found that 72% of Gen Z and millennial consumers will switch to brands with strong ESG commitments even at a higher price point.

2. It lowers costs and reduces risk

Sustainability measures often reduce waste, increase efficiency and help avoid regulatory penalties. Plus, ESG-focused companies are better positioned to withstand reputational risk, employee turnover and activist scrutiny.

3. It attracts top talent

Today’s workforce expects purpose. Companies with ESG-aligned missions have a major recruiting edge. Your ESG narrative can turn passive job seekers into passionate advocates.

Avoiding Greenwashing: The 2025 Imperative

As ESG expectations rise, so does scrutiny. Greenwashing, the act of overstating or faking ESG efforts, is increasingly damaging.

It’s not just a PR misstep. In 2024, several major brands faced SEC fines, lawsuits and massive reputational fallout due to misleading environmental claims.

Here’s how to steer clear:

  • Only market what you can prove
  • Use third-party certifications 
  • Be transparent about limitations and challenges
  • Avoid vague buzzwords like “eco-friendly” or “green” without context

Trust is fragile. A misleading ESG claim can undermine years of brand equity. Conversely, a well-crafted ESG story rooted in reality builds long-term credibility.

3 Best Practices for ESG Marketing in 2025

To cut through the noise and drive meaningful impact, follow these strategies:

1. Build with intention, not trend-chasing

ESG is not a marketing campaign. It’s a business philosophy. Ensure your ESG messaging is rooted in real action. That means aligning your internal operations with your external storytelling.

Ask: What are we actually doing to improve environmental, social and governance outcomes? Then: How do we tell that story in a way that educates, engages and inspires?

2. Focus on shared values, not just virtue signaling

The best ESG marketing connects your mission to your audience’s everyday lives and values. Are you helping families live healthier? Helping local communities grow stronger? Helping employees feel safer and more supported? Put people at the center. Impact is more powerful than optics.

3. Tell human stories

Statistics are important. But stories move people. Showcase the humans behind your ESG efforts: employees planting trees, customers saving energy, community partners changing lives.

And whenever possible, let others tell your story through testimonials, user-generated content or partner amplification.

In 2025, ESG isn’t a checkbox; it’s a brand builder, a trust multiplier, and a future-proofing strategy.

Whether you’re in healthcare, education, consumer goods or B2B tech, ESG marketing is your chance to lead with purpose and stand for something that matters. Just make sure what you stand for is backed up by action.

That’s how real impact and loyalty is made.