What is ESG in marketing Digital, in practice?
ESG in digital marketing is the way companies transparently and coherently communicate their environmental, social, and governance practices, connecting real internal actions to public perception to strengthen their reputation and avoid risks such as greenwashing.
In a global scenario marked by climate change, social transformations, and the recent impacts of the COVID-19 pandemic, the debate on sustainable development has ceased to be peripheral and has taken center stage on the corporate agenda. In this context, ESG—environmental, social, and governance—influences not only strategic decisions, but also the way brands communicate with the market and society.
With consumers, employees, and investors increasingly attentive, digital marketing takes on a decisive role: it connects discourse, practice, and reputation in an environment of high visibility and constant scrutiny.
It was from this perspective that Agência Sabiá, in partnership with the National Association of the Digital Market and Industry (AnaMid), promoted a meeting on ESG in Digital Marketing, bringing together professionals to discuss how companies of different sizes are positioning their brands in the face of this new scenario — and what risks arise when communication fails to keep pace with reality.
How does digital marketing connect companies and society in the context of ESG?
Digital marketing acts as a direct link between what a company practices internally and what it presents to the public. This connection increases the responsibility regarding what is communicated, since the digital environment favors open dialogue, criticism, and the rapid dissemination of information.
According to Vanessa Sensato, innovation and strategy director at Agência Sabiá, the main differential of the digital medium lies precisely in the expansion of reach and the loss of total control over the narrative.
“It is the function of marketing, using ESG practices as a channel, to connect the company and society, establishing an open dialogue and preparing to handle criticism. The company must be able to bring its internal value outward, reflecting its true values and demonstrating genuine engagement in ESG issues.”
In this context, communication is no longer one-way. Consumers and employees actively participate in building brand reputation, which requires consistency, transparency, and readiness for dialogue.
Before communicating any initiative, Sensato emphasizes that it is essential to understand what ESG represents within the business model itself. Only from this clarity is it possible to transform actions into a narrative, avoiding noise, misaligned expectations, and empty discourse.
Is ESG in digital marketing exclusive to large companies?
No. ESG practices in digital marketing are not exclusive to large corporations and can—and should—also be adopted by small and medium-sized enterprises.
During the meeting, Vanessa Sensato presented her own case Sabiá Agency, showing that the main challenge for SMEs is not the lack of resources, but the consistency between discourse and practice.
“Small and medium-sized enterprises also have the capacity, and increasingly the responsibility, to adopt sustainable and socially responsible actions.”
Experience in the innovation ecosystem shows that investors have been valuing startups and emerging companies that incorporate ESG early on into their strategic planning. Conscious management from the beginning tends to generate reputation, trust, and long-term sustainability gains.
In this scenario, digital marketing emerges as an essential tool to convey values and purposes, both internally and to the external audience, helping to foster a culture of social and environmental responsibility based on real actions—and not just promises.
What are the challenges of ESG in industrial digital marketing?
In the industrial sector, ESG is directly related to processes, compliance, and quality, which adds layers of complexity to communication. Thais Oliveira, marketing coordinator at DISMOTOR, emphasized that responsible action involves adhering to formal commitments, such as UN Global Compact initiatives, ISO certifications, and compliance practices.
“Even more industrial companies must care about digital marketing. It is an important tool for spreading ESG initiatives and building brand reputation.”
From an industrial standpoint, sustainability must be present not only in products, but also in corporate practices and the value chain. Digital marketing, in this context, plays the role of making these initiatives visible and understandable, translating technical processes into accessible information for different audiences.
How do large companies use ESG in digital marketing?
Large companies carry a responsibility proportional to their reach and market influence. Therefore, ESG is no longer a competitive advantage and becomes a structural component of the brand strategy.
Danielle Sene, Marketing Manager at CI&T, shared how themes such as diversity, inclusion, governance, and environmental impact reduction are part of the company's strategy.
“ESG is no longer a differential. It is essential. We are talking about the planet and about people. There is no longer room for sensationalist discourse. Consumers are paying attention and value socially and environmentally responsible brands.”
In this context, digital marketing serves not only to strengthen the brand, but also to establish benchmarks and encourage change on a broader scale, influencing partners, suppliers, and even competitors.
What trends are expected to shape ESG in digital marketing in 2024?
The expectation is that ESG will be increasingly integrated into the strategic and financial planning of companies. Topics such as biodiversity, scope 3 emissions, and supply chain responsibility are gaining relevance.
During the event, an article by the Thomson Reuters Institute was cited, which reinforces the fight against greenwashing — a practice in which companies communicate a sustainable image that is not supported by reality. The challenge becomes adopting a more comprehensive approach, considering direct and indirect impacts, in accordance with guidelines such as the GHG Protocol.
Furthermore, ESG is beginning to be discussed in scenarios of greater political polarization, which requires even more care, consistency, and transparency in communication.
Is ESG in digital marketing a trend or a necessity?
As this movement progresses, it becomes clear that ESG is not a passing trend, but a structural factor for business longevity. In an increasingly conscious and connected world, digital marketing can be a powerful ally — not to create idealized images, but to sustain more honest, lasting relationships that are aligned with the challenges of our time.
