New Value Proposition: Marketing, ESG and everything in between

This post challenges the conventional separation between marketing and ESG, arguing that marketing is not just compatible with ESG—it's essential to it. From responsible advertising and inclusive design to circular product strategies and socially driven branding, marketing decisions shape how ESG values are understood, experienced, and acted upon.

While regulatory frameworks have formalized ESG reporting, the deeper opportunity lies in how brands embed these values into their products, messaging, and customer relationships. Consumers increasingly reward brands that align with their ethics—not just in what they sell, but in how they sell it.

The post presents a framework called "Impact Marketing", which integrates environmental and social concerns into core marketing functions. This includes ethical communication, sustainable product development, inclusive outreach, and the cultivation of emotional resonance around shared purpose.

Ultimately, ESG should not be an external checklist—it should be a strategic lens that shapes how brands connect, differentiate, and lead.

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