Current Status and Future of Brand ESG Marketing Strategy

Abstract

In recent years, the issue of carbon emission control has garnered widespread attention, with reducing consumption-side carbon emissions emerging as a critical pathway for China to achieve its “dual carbon” strategic goals. Against this backdrop, ESG (Environmental, Social, and Governance), as an emerging evaluation framework, has introduced a new logic to brand marketing. It drives brands to shift from solely conveying commercial value to a dual-win model integrating commercial and social value. This transformation not only profoundly influences consumer recognition and market competition dynamics but also serves as a core pillar for shaping brand reputation and enhancing long-term competitiveness. This paper examines the intrinsic relationship and historical evolution between ESG and brand building. While research and practical explorations in this domain have grown increasingly abundant, systematic consolidation and integration remain necessary. By comprehensively reviewing existing theoretical achievements and practical cases, the study highlights key development trends in brand goal-setting, value propositions, and communication pathways. Furthermore, it provides forward-looking insights into the future trajectory of brand strategies within the ESG framework, aiming to offer systematic and forward-thinking references for advancing theoretical research in ESG and brand marketing while optimizing corporate practices.