Survey was carried out by Lew’Lara\TBWA in partnership with DCODE Consumer Insights
The public has a perception of ESG, although more related to the environment, that is, the letter ‘E’ of this acronym that has been gaining more and more importance not only in the corporate world.
This was one of the revelations of the research conducted by Lew’Lara\TBWA, in partnership with DCODE Consumer Insights, whose objective is to understand the perception of consumers in relation to ESG (Environmental, Social and Governance) practices of brands.
The survey showed that, when asked which pillars are most important to them, the answers are mostly linked to issues of protection, care and revitalization of the environment. For the younger public in the Southeast region of the country, responsibility in business, represented by the letter G, is relatively more important.
Another finding was that strong brands end up having strong ESG perceptions. According to the research, for the consumer, ESG goes beyond one or another specific action and is linked to the purpose of brands and a conscious positioning.
“Deepening in the understanding of people’s perception in relation to the ESG pillars is key for brands to act strategically on this front. Because, the understanding of the consumer combined with a deepening in the vocation of brands help us to strategically direct the ESG actions of companies, actions that actually make a difference in people’s lives, in the community and on the planet”, concluded Raquel Messias, CSO of Lew’Lara\TBWA.
The “ESG Consumer Index” had a sample of 2,000 respondents to identify the perception of ESG initiatives of 160 brands, ranked among themselves, regardless of category or operating segment.
Brands such as Natura and O Boticário lead the ranking, which compares brands in general, without segmentation by category or market segment. By category, the categories with the best perception are Beauty, followed by Banks, Non-Alcoholics, Cleaning, Home Appliances, Fashion, Big Techs, Corporate, Personal Care and Retail.
