Brand lessons from the pandemic: Eight in 10 marketers now committed to ESG

A new survey from the World Media Group - "What’s Next for Content-led Marketing" reveals that an overwhelming majority of advertisers are focusing their creative strategies and content-led communications on “social good” as a result of the pandemic.

The survey questioned key stakeholders across advertisers, agencies, media brands and consultancies. Some 84% of all respondents said they believe it’s now now more important and more effective for brands to align themselves with social issues. 

But merely paying lip service to the mood music will no longer do. The message is: talk is cheap, but it won’t fool consumers who want to see evidence of action. 

The details

• 80% of advertisers say that they are committed to working towards the United Nations Sustainable Development Goals and/or working towards an Environmental, Social, Governance (ESG) strategy.
• Nearly two-thirds of media owners, agencies, and consultants reported an increase in creative content that featured clients’ ESG goals.
• Over half of advertisers are now focusing on their own ESG credentials in marketing to consumers, while 24% say they plan to. And over 70% of advertisers reckon brands that can produce credible ESG storytelling are going to have a marketplace advantage. But respondents stressed that jumping on bandwagons would not wash with consumers – real-world actions were needed to prove authenticity.

Sound Bite

“When an organisation has a credible ESG story to tell, content-led communications in the right media environment can help influence genuine social change – but it has to be authentic. Consumers are no longer willing to accept empty gestures.” Damian Douglas, President of the World Media Group and Managing Director, EMEA at TIME

Sourced from World Media Group