While ESG has become a four-letter word in some political and business circles, most companies haven’t walked back from their commitments, and consumers still expect companies to put these principles into practice.
Environmental, Social, and Governance (ESG) is quietly becoming a central tenant for corporate strategy, driving decision making, enhancing differentiation, and augmenting profitability.
While adoption has slowed and communication has evolved, most companies continue to incorporate ESG policies and practices into their business models, even though tactics generally follow a more behind-the-scenes, commitment-focused approach.
The term ESG is certainly on shakier footing than it once was, but regardless of the name, environmentally conscious shoppers remain clear they will take their business elsewhere if companies fail to adopt best practices.
In fact, COGNITION Smart Data shows that 74% of consumers have stopped purchasing from a company due to sustainability concerns, highlighting just how serious shoppers are about ESG.
Sustainability is a key driver of consumer behavior: nearly half (46%) of consumers say they invest in, shop with, or support companies because of their commitment to environmental protection.
This strong emphasis on sustainability is reflected in the broader consumer landscape: 25% of consumers are very likely and 59% are somewhat likely to do business with ESG-focused companies than with those that are not, according to COGNITION Smart Data.
Furthermore, nearly 80% of consumers believe that companies with strong ESG practices have higher quality products and services than non-sustainable companies.
Consumer demand for environmental accountability is pushing companies to innovate and disclose more transparently, while corporate leaders are pulling that momentum forward—leveraging ESG strategies to attract capital, strengthen brand reputation, and mitigate climate risk.
This interplay between consumer demand and corporate response has created a powerful “push and pull” dynamic.
Communicating ESG efforts allows companies to capitalize on this dynamic, showing consumers how their expectations are being met while reinforcing the company’s leadership and credibility.
Communicating Sustainability to Consumers
Today’s conscious consumers are looking to do business with and buy products from companies that make their lives safer, more secure, and more sustainable in a world that sometimes feels like it is tearing at the seams. They’re asking big questions that are tough and to the point. They’re desperate for companies that offer real value and uphold real values.
The most important thing when communicating to consumers: be authentic. Consumers don’t expect every company to be perfect, but they do demand honesty and transparency.
Ready to turn your ESG strategy into clear, compelling messaging for homebuyers? This toolkit can help, guiding you through the key elements to include in your marketing.
ESG Toolkit
CEO/President Statement–What does ESG mean to me and my company? Why is it important within the context of what we do and who we do business with? What challenges are we solving for and what solutions are we offering?
Company’s ESG Policy Overview–What are the highlights of your ESG strategy? Create a Cliffs Notes with short talking points for people who just want the abbreviated version, as well as a longer version for people who want to dive deeper.
Frequently Asked Questions About Your Company’s ESG Policy–Preempt queries and ambiguity by preparing questions and answers ahead of time.
Supply-Chain Partners’ ESG Policies–Spotlight a few of your key partners’ ESG strategies that help to reduce your Scope 3 emissions and enhance your value proposition.
Featured Products and/or Design and Construction Best Practices–Do you produce and/or use products with Environmental Product Declarations (EPDs) or other verifiable sustainability certifications? What are the highlights of your green products or design and building practices?
Key Metrics–Use third-party data and verifiable metrics to support your ESG claims
Testimonials From Customers, Employees, and Community Members–Bring your ESG practices to life by outlining why ESG is important to them and sharing personal stories about how your ESG practices have provided benefits.
Lots of Photos and Videos–Have assets on hand that media, partners, and even consumers can utilize for editorial coverage, ESG reporting, social media posts, and other relevant uses.
Contact Information to Learn More–Don’t leave your stakeholders hanging. Let them know how to get in touch with you if they have questions or want more information.
COGNITION Smart Data, Green Builder Media’s pioneering suite of market intelligence and data services, uses cutting-edge cognitive learning technology to deliver the insights you need to align products, messaging, and innovation with what homebuyers actually want.
COGNITION is the only market insights platform specifically engineered for the building industry’s sustainability transformation. We track evolving consumer behaviors, emerging technologies, policy shifts, competitive benchmarks, and market demand signals so you can adjust faster, sell smarter, and grow revenue—confidently.
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.
Despite Political Headwinds, ESG Thrives
While ESG has become a four-letter word in some political and business circles, most companies haven’t walked back from their commitments, and consumers still expect companies to put these principles into practice.
Environmental, Social, and Governance (ESG) is quietly becoming a central tenant for corporate strategy, driving decision making, enhancing differentiation, and augmenting profitability.
While adoption has slowed and communication has evolved, most companies continue to incorporate ESG policies and practices into their business models, even though tactics generally follow a more behind-the-scenes, commitment-focused approach.
The term ESG is certainly on shakier footing than it once was, but regardless of the name, environmentally conscious shoppers remain clear they will take their business elsewhere if companies fail to adopt best practices.
In fact, COGNITION Smart Data shows that 74% of consumers have stopped purchasing from a company due to sustainability concerns, highlighting just how serious shoppers are about ESG.
Sustainability is a key driver of consumer behavior: nearly half (46%) of consumers say they invest in, shop with, or support companies because of their commitment to environmental protection.
This strong emphasis on sustainability is reflected in the broader consumer landscape: 25% of consumers are very likely and 59% are somewhat likely to do business with ESG-focused companies than with those that are not, according to COGNITION Smart Data.
Furthermore, nearly 80% of consumers believe that companies with strong ESG practices have higher quality products and services than non-sustainable companies.
Consumer demand for environmental accountability is pushing companies to innovate and disclose more transparently, while corporate leaders are pulling that momentum forward—leveraging ESG strategies to attract capital, strengthen brand reputation, and mitigate climate risk.
This interplay between consumer demand and corporate response has created a powerful “push and pull” dynamic.
Communicating ESG efforts allows companies to capitalize on this dynamic, showing consumers how their expectations are being met while reinforcing the company’s leadership and credibility.
Communicating Sustainability to Consumers
Today’s conscious consumers are looking to do business with and buy products from companies that make their lives safer, more secure, and more sustainable in a world that sometimes feels like it is tearing at the seams. They’re asking big questions that are tough and to the point. They’re desperate for companies that offer real value and uphold real values.
The most important thing when communicating to consumers: be authentic. Consumers don’t expect every company to be perfect, but they do demand honesty and transparency.
Ready to turn your ESG strategy into clear, compelling messaging for homebuyers? This toolkit can help, guiding you through the key elements to include in your marketing.
ESG Toolkit
Be sure to check out ESG for Building: Defining Principles for deeper insights into implementing and communicating ESG.
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About COGNITION Smart Data
COGNITION is the only market insights platform specifically engineered for the building industry’s sustainability transformation. We track evolving consumer behaviors, emerging technologies, policy shifts, competitive benchmarks, and market demand signals so you can adjust faster, sell smarter, and grow revenue—confidently.
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By Victoria Muharsky
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.