In recent years, the demand for responsible business practices has grown rapidly. Today’s consumers are not just buying products – they’re buying into the values of the brands behind them. That means companies can no longer treat ESG and sustainability as optional. These themes are now part of everyday business conversations, purchase decisions, and even employee engagement.

Changing consumer expectations

A growing number of consumers—especially Millennials and Gen Z—want to support brands that reflect their values. Eco-conscious packaging, ethical sourcing, and inclusive hiring practices are just a few areas where expectations are rising. People are asking, “What impact does this product have?” and “Does this brand align with what I care about?”

According to recent sustainability research findings, customers are increasingly prioritizing

• Transparency around environmental and social initiativesReducing carbon footprints and minimizing waste
• Support for local communities and fair labor practices

This shift makes it clear: understanding how consumers view corporate sustainability is not just good for brand image – it’s essential for long-term growth.

From reputation to ROI

Taking sustainability seriously also pays long-term dividends. Brands that build credibility in this space often benefit from greater customer loyalty, stronger brand equity, and even competitive advantage. ESG efforts can differentiate a brand in crowded marketplaces and shape how investors, customers, and employees perceive the company.

But doing so effectively requires more than good intentions. It requires real insight into what your stakeholders care about most – and where your efforts will have the most traction. This is where market research for sustainable brands plays a critical role.

Examples of evolving consumer priorities:

To illustrate how priorities are evolving, here are a few real-world examples:

 
• A beverage brand swapped plastic for biodegradable packaging after consumer research revealed strong concerns about ocean waste.An apparel company used ESG insights to launch a resale program, which increased appeal among sustainability-minded customers while reducing landfill contributions.
 

Companies that listen closely to what matters most to their audience are better equipped to build strategies that deliver both impact and resonance – the foundation of a strong sustainability strategy.

Knowing that consumers care about sustainability is one thing – understanding exactly what they expect and how your brand should respond is another. That’s where market research becomes valuable. With the right approach, consumer insights on sustainability trends can guide your decisions on product design, messaging, operations, and beyond.

The role of sustainability research

Sustainability research helps companies dig beneath broad assumptions to uncover meaningful patterns in behavior and perception. Rather than guessing what your customers care about, research allows you to ask them. This creates a clearer picture of which topics are top-of-mind, what trade-offs they’re willing to make (like paying more for eco-friendly products), and how perceptions vary with audience segments.

Common questions consumer research can answer include:

 
• How do different customers define sustainability?
• How do sustainability claims influence purchasing decisions?
• Are customers skeptical of greenwashing?
• What builds trust?
• What sustainable behaviors do consumers already practice?

Using these insights, brands can tailor products, marketing, and operations to align with actual needs – not just trends.

Quantitative and qualitative approaches

There isn’t one right way to gather these insights. A blend of methodologies often works best. For example:

 
• Quantitative surveys can measure how important ESG factors are across your target audienceIn-depth interviews and focus groups can explore emotions, motivations, and language customers use when talking about sustainability topics
 

Many brands also incorporate sustainable product testing into their research process. This might include concept testing for eco-friendly versions of existing products, pricing studies to evaluate cost sensitivity, or even message testing to see which sustainability claims are most credible.

Benefits of understanding ESG consumer perspectives

When companies invest in market research for ESG planning, they unlock several benefits:

 
• Create ESG strategies based on what stakeholders actually valueSupport materiality assessments by identifying high-priority consumer concerns
   
• Avoid missteps by pressure-testing claims before public release

Ultimately, knowing how to use market research for ESG planning can help your business develop more informed and impactful strategies – strategies that reflect not only your brand values, but also those of your customers.

In the next sections, we’ll explore ways to build on this understanding – including how to assess what matters most through materiality assessments, as well as best practices for testing ESG communication effectively and authentically.

As sustainability efforts and ESG (Environmental, Social, and Governance) initiatives become increasingly important for businesses, many organizations are turning to a key tool for strategic planning: the materiality assessment. But what is a materiality assessment, and how can market research enhance its effectiveness?

Understanding Materiality in ESG

A materiality assessment helps organizations identify which environmental, social, and governance issues matter most – both to stakeholders and the business’s overall performance. Put simply, it shows where to focus sustainability efforts for the greatest impact. These assessments are foundational for building a strong ESG strategy, as they clarify priorities and guide investment decisions.

However, determining what’s “material” isn’t a guessing game. It requires reliable data. That’s where sustainability research and market research come in.

The Role of Market Research in Materiality

Market research supports materiality assessments by gathering objective insights from consumers, employees, investors, and other key stakeholders. By using surveys, interviews, focus groups, or quantitative studies, businesses can better understand what stakeholders truly care about when it comes to ESG issues.

Here’s how market research streamlines the process:

• Captures stakeholder expectations: Understand what different audiences (from customers to shareholders) value most in your ESG strategy.
• Identifies risk and opportunity areas: Highlight where your brand may be falling short or has room to lead in sustainability.
• Prioritizes goals based on real input: Make informed decisions guided by data rather than assumption.

For example, a retail company may assume that packaging waste is the top concern for consumers. But through a materiality-focused survey, they may discover that shoppers care more about ethical labor practices or sustainable sourcing. These are critical insights for aligning values and strategy.

The Bottom Line

Materiality assessments are only as effective as the data they’re built upon. With the support of consumer insights and ESG research, companies can unlock a clearer view of what matters, why it matters, and how to act. This makes the foundation of any sustainability strategy stronger, future-proofed, and stakeholder-driven.

Developing strong messaging around your company’s ESG and sustainability initiatives is one thing – making sure that messaging actually resonates with your audience is another. Market research offers an invaluable way to test and refine communication so it connects with consumers and builds trust.

Why ESG Messaging Needs Testing

As ESG and sustainability become bigger parts of corporate branding, customers are paying more attention to what businesses say – and how authentically they say it. However, sustainability claims that are unclear, overly complex, or perceived as “greenwashing” can backfire.

That’s why sustainability communication should undergo the same level of research and testing as product messaging or advertising. Reliable ESG insights help determine whether your narrative is persuasive, credible, and aligned with consumer values.

Approaches to Testing Sustainability Messages

There are several ways to use market research for testing ESG messages before they go live:

• Concept testing: Present various message drafts or campaign ideas to sample audiences and gather feedback on clarity, appeal, and believability.
• Message framing experiments: Study how different ways of framing a sustainability commitment (e.g., environmental benefit vs. community impact) affect audience engagement.
• In-depth interviews or online discussions: These qualitative approaches dig deeper into emotional responses and the context behind consumer attitudes on sustainability.

Example: Testing Real ESG Campaigns

Imagine a company developing a campaign about reducing their carbon footprint. Through brand research with targeted consumers, they might discover that while environmental topics matter, the audience responds more positively when the message includes specific actions and measurable results (e.g., “We reduced CO₂ emissions by 35% in 2023”).

Testing also helps flag any unintended confusion or disconnect between what a company says and what consumers believe. It’s a vital way to protect brand trust while improving ESG communication.

Small Tests, Big Impact

Even basic surveys or quick audience polls can reveal powerful findings and improve message effectiveness. The key is listening to your audience early – before large-scale campaign rollouts. The right insights can turn a generic promise into a compelling narrative that strengthens your sustainability strategy and brand loyalty.

The world of ESG and sustainability is evolving quickly. Keeping up with shifting consumer expectations, staying transparently accountable, and making the right strategic decisions can be challenging – especially without the right data and guidance. That’s where partnering with expert market researchers can make a meaningful difference.

Why Work With ESG-Focused Research Partners?

Brands that treat sustainability as a long-term value, not just a trend, often have robust insights behind the scenes. By working with dedicated research agencies like SIVO Insights, businesses unlock expert methodologies, synthesis, and interpretation uniquely tailored to sustainability and stakeholder engagement.

Experienced partners don’t just collect data – they help businesses:

• Understand the evolving landscape: From climate concerns to social equity expectations, ESG professionals help you stay ahead of trends and issues that matter most to your audiences.
• Measure impact and effectiveness: Know how your sustainability actions and messages are being received, internally and externally.
• Avoid missteps: Ensure that claims made in ESG reports or campaigns are accurate and consumer-aligned, minimizing risk.

Tailored Talent for Targeted Needs

If you're stretched for resources or navigating a short-term initiative, On Demand Talent can be an ideal solution. SIVO’s On Demand Talent network gives you immediate access to experienced fractional insights professionals – from sustainability analysts to survey designers – who can hit the ground running.

Rather than going through complex hiring cycles or over-extending your team, organizations can tap into high-caliber support customized to your ESG priorities. Whether you're launching a sustainable product line, updating your annual ESG report, or conducting materiality assessments, the right expertise is just a step away.

Support for Long-Term Sustainability Success

No matter what stage you’re at in your sustainability journey, having a knowledgeable research partner makes planning more data-driven and impactful. From full-service research studies to flexible On Demand support, firms like SIVO help businesses build responsible strategies backed by strong, trusted insights – driving both purpose and performance.