"Do you really need this? ESG, consumption, and the future of brands”
How shifts in consumer profiles are reshaping brands and what your company can do to stay ahead.
By Verena Pessim | March 12, 2025
In 2006, as I was finishing my degree in Advertising with a focus on Branding, the conversations around brands needing a purpose beyond profit were already gaining traction. Today, it’s no longer just a trend but an expectation. Consumers want to align with brands that stand for meaningful causes. What was once a competitive advantage has become a deciding factor among their choices.
But how can companies put this into practice? And what movements push back to this approach? Let’s explore strategies that aim to authentically connect brands, people, and social impact.
Excessive Vs. Conscious Consumption: Where Does ESG Fit In?
"Do I really need this?" Be honest: how many times have you caught yourself buying something out of an impulse? We often consume without considering excess, waste, disposal, or the impact it has on the planet.
We live in a world where consumption feels almost automatic. More than that, user experiences are deliberately designed to make buying effortless, minimizing any friction between desire and the “buy now” button. For years, purchase flows have been optimized for seamless transactions, which is great for convenience, but in some cases, dangerously effective.
To make matters worse, marketing campaigns are more targeted than ever, and products are cheaper but also less durable. This culture of "I can have anything, anytime, at any price" comes at a high cost: environmental, social, and economic speaking.
The numbers are alarming:
Global resource extraction has tripled in the past 50 years, according to the United Nations (UN).
Humanity currently consumes about 1.7 times the planet’s annual regenerative capacity.
In Brazil, a World Wildlife Fund (WWF) study found that sustaining current consumption levels would require almost two planet Earths annually.
The Organization for Economic Cooperation and Development (OECD) estimates that global plastic waste production will double by 2060.
Given this reality, we face a crucial question: Are we truly prepared to transition to a more conscious consumption model? More importantly, how can ESG (Environmental, Social, and Governance) play a role in driving this transformation?
A New Generation of Consumers and the Demand for Accountability
While excessive consumption continues, younger generations like Millennials and Gen Z are redefining the questions by demanding more sustainability and transparency from brands.
This shift is driven in part by growing up in a hyper-connected world, where access to information on climate change, social inequality, and environmental impact is greater than ever. Social media also comes to amplify conversations, making it harder for brands to ignore the call for transparency.
Sustainability as a Key Factor: A Nielsen study shows that more than 70% of Millennials are willing to pay extra for sustainable products. Additionally, a study by First Insight revealed that Gen Z values brands with clear environmental commitments.
Authenticity and Accountability: Beyond the financial impact, companies that only "ride the sustainability wave" without considering real action risk being exposed and facing major reputation crises.
ESG in the Real World: How to Position Your Brand for the Future
Companies looking to stand out and prepare for a more sustainable future can adopt several strategies:
Adoption of a Cause (or Multiple ones): Stand for something meaningful, become an activist brand, and don’t shy away from judgment.
For example, the American ice cream brand Ben & Jerry’s is a great example of this. They support a range of causes:
LGBTQIA+ Rights: Ben & Jerry’s fosters inclusion and diversity, running campaigns to fight homophobia in Brazil and gathering petitions to increase legal protections for the LGBTQIA+ community.
Climate Justice: The brand actively backs initiatives as such promoting clean energy in public transportation systems.
Other Social Causes: They also address critical social issues like racial oppression and environmental protection. A prime example is their "Pecan Resist" flavor, which was created to support social justice initiatives and environmental activism.
Total Transparency: Be clear about your practices and the potential environmental and social impacts they may have.
For example, the American outdoor clothing brand Patagonia openly shares its supply chain details and the environmental impact of its products.
Similarly, the Brazilian clothing brand Singa takes a strong stand on sustainability, stating: “We are committed to purchasing all cotton harvested, on the condition that farmers do not use pesticides or defoliants, grow a variety of food crops within the same system, and foster a sense of community by sharing knowledge with new and neighboring farmers.”
Circular Economy: Consider the impact across your entire production chain, invest in solutions that minimize waste, promote responsible disposal, and encourage the reuse of materials.
As examples:
Loop: A sustainable e-commerce platform operating in several countries, allowing major brands to sell products in reusable packaging, helping to reduce residual waste.
VEJA: A Brazilian sneaker brand that, since 2005, has been creating shoes with a different approach, blending social projects, economic justice, and eco-friendly materials. VEJA uses Brazilian and Peruvian organic cotton for their shoes and laces, Amazonian rubber for the soles, and many innovative materials made from recycled plastic bottles or recycled polyester.
Example Veja, listing the chapters of the project
Responsible Suppliers: Map out your entire production chain and collaborate only with partners who also share commitments to environmental and social responsibility.
Example:
Dengo is a brand dedicated to supporting local suppliers and openly sharing its impact and goals on their website. One of their key objectives is to "double the income of over 3,000 cocoa producers by 2030.”
Example Dengo
Consumer Education: Help your audience understand conscious consumption and the environmental impact of their choices.
Examples:
Unilever has launched educational campaigns to promote the responsible use of water and energy when using their products.
Patagonia created a website to help consumers support causes that align with their values, making it easier for them to take meaningful action.
Genuine Commitments: ESG shouldn’t be just a talking point. It requires tangible, measurable actions.
Examples:
Natura is all in on sustainability, aiming to reach net-zero emissions by 2030. They're also deeply committed to preserving the Amazon, having conserved over 2 million hectares of rainforest.These efforts demonstrate a genuine commitment to sustainability.
Ben & Jerry’s embraces the idea of being “loved by a few rather than harmless to everyone.” They believe businesses should be activists, unafraid to stir things up, and use their influence to make a real difference in social issues.
Example Ben & Jerrys
The Middle Path
We live in a time where buying whatever we want is just a click away. But at the same time, a new generation of consumers is emerging: one that expects transparency, purpose, and authenticity from brands.
So, the real question is: Is your company ready for this new era? More importantly, is it willing to embrace discomfort and let go of short-term gains in pursuit of long-lasting social, environmental, and economic impact?
The good news? It’s possible to create seamless, frictionless experiences while also making a real difference. The future belongs to brands that have the courage to evolve and put collective well-being first. There is a middle path, one that balances innovation with responsibility. The challenge now is to embrace it and become part of the solution.
Want to learn more about how we’re approaching design, technology, and ESG? Check out the "About This Initiative" section on our site or reach out directly.
See you soon!
Verena Pessim
Chief Design Officer e ESG Lead at Meiuca