ESG And The Circular Economy
Beyond Transactional Marketing: Why ESG And The Circular Economy Should Matter To Marketers
By Kehinde Ruth Onasoga
Success in marketing often lies in the intangible- the emotions, perceptions, and values a brand imprints on its audience. In the state of our world today, Environmental, Social, and Governance( ESG) principles and the circular economy are redefining what it means to connect with consumers, especially in Africa. These frameworks give us as marketers a dual opportunity: crafting campaigns that resonate profoundly and inspire action beyond transactions.
At the heart of marketing lies the ability to understand and serve people- what they want, how they think, and why they act. According to an IBM report, 56 % of Gen Zers believe businesses should take responsibility for environmental issues, while 72 % think companies should be held accountable for their environmental impact. What do you think?
This report simply stresses what consumers prioritise and points toward a powerful notion often spoken of with reverence: purpose. While affordability and availability still remain a focus, African consumers now prioritize whether brands align with their values. A sentiment expanding within the middle class, where people increasingly demand that brands uphold values of sustainability and equity.
Let’ s consider the partnership between Safaricom and the Waste Electrical and Electronic Equipment Centre( WEEE) in Kenya. This partnership established collection points across retail centres to encourage the responsible disposal of electronic waste, which is further recycled into products such as plastic furniture and poles. This initiative tackles the Kenyan government ' s 17,000 metric tonnes of annual e-waste, highlighting the importance of sustainability as a core business value.
It showcases growing knowledge that sustainability and impact are no longer optional but vital to modern brand strategy.
Governments across the continent are introducing sustainability regulations, including Rwanda’ s plastic ban and South Africa’ s carbon tax. Marketers must position their brands to align with these frameworks or risk being left behind.
How Marketers Can Apply ESG and the Circular Economy
Build Emotion-Driven Narratives. Great campaigns evoke emotion. Marketers can create lasting, enduring connections by linking ESG efforts to human stories. A good example is Woolworths South Africa, which emphasises sustainable farming practices and its commitment to protecting the planet through storytelling.
Highlight Measurable Impact. Consumers trust brands that back their claims with tangible results. Danone ' s sustainability reports are an excellent example, detailing their progress toward environmental and social goals.
Focus on Partnerships and Community Engagement. Brands like Safaricom and organisations such as Ashesi University in Ghana show how partnerships can amplify ESG efforts. Ashesi’ s integration of ESG principles into its curriculum puts forward a generation ready to lead Africa toward a sustainable future.
How Marketing Agencies Can Lead the Way
Upskill Teams by Investing in ESG knowledge for creative teams to ensure campaigns reflect authentic sustainability goals.
Collaborate with Agency Partners by working closely with clients’ ESG teams to align marketing goals with sustainability objectives.
Measurement and reporting are pivotal to assessing the success of ESG-focused campaigns, reporting on their impact, and communicating credibility.
Think Long-Term. This isn ' t a one-off initiative. Agencies should help clients develop long-term strategies that ensure sustainability remains a core part of their brand.
In closing, brands that embrace ESG are positioned to gain a competitive advantage, build trust, and loyalty. The circular economy- a system designed to minimize waste and maximize resource efficiency- amplifies this impact. By showing circularity in action, we, as marketers, can create campaigns that are not only memorable but also meaningful. Are you ready to integrate ESG into your marketing strategy? Let us help you craft campaigns that resonate, inspire, and deliver measurable impact.
Kehinde Ruth Onasoga is the Principal Consultant, Pandora Agency Limited. You can commune with her on this or related matters via email at: Kro @ pandoraagency. co.
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