Brands

on ESG
A generations point of view
What is important to
know and understand
about generational differences in ESG attitudes and behaviors
for crafting effective strategies and fostering positive change?
What other elements contribute to the success of these
strategies? With the rise of socially and environmentally
conscious consumers, brands need to take into account
distinctive attitudes and behaviors across generations and
tailor their ESG strategies accordingly.

This report aims to provide a comprehensive analysis of

generational disparities in ESG attitudes and behaviors
across three prominent industries: fashion, beauty
and consumer packaged goods (CPG).
Research Methodology & Scope
TIMEFRAME

Data gathering through Quantitative analysis: January 2023 – June 2023

implemented Workspace

SCOPE

Data selection based on

semantic queries
English language

Quantitative and qualitative PLATFORMS

data analysis combining AI
and human expertise Instagram Twitter(X) Facebook TikTok

Reddit Review Comment

Table
of contents
Generations in a nutshell 5

ESG in the three industries: Fashion, Beauty, CPG 11

Deep diving into Social pillar 18

Deep diving into Environmental pillar 37

Steps to create an effective communication strategy 46

Final takeaways 50
Generations
in a Nutshell
General knowledge of generations
MW Social Media Research
Across all age groups
Human-Oriented Values Stand Out

WHO ARE WHO ARE WHO ARE

GEN Z? MILLENNIALS ? GEN X?
1996-2012 1981-1995 1965-1980

#CO-CREATION #ENTREPRENEURSHIP #BALANCEDLIFE

Gen Zs share a powerful belief that
they can and will change the world
for the better place
INCLUSIVITY & AUTHENTICITY
COMMITMENT
STOP TALKING, ACT
MENTAL HEALTH
DEMANDING SOCIAL AND
ENVIRONMENTAL JUSTICE
Being open and adaptive to
changes, millennials have a passion for
learnings & discovering new things
with meaningful motivation
COLLABORATEION WITH EACH OTHER
PLAYFULNESS
FREEDOM OF CHOICE
ACHIEVEMENTS/ ENTREPRENEURSHIP
CONSCIOUSNESS
Gen X are known for their preference
for a healthy work-life balance, and
values spending time with close circles
of their loved people
INDEPENDENT
BALANCE
FAMILY ORIENTATED
LOOKING FOR SECURITY
The reflection of values is evident in
the content shared on Social Media

WHO ARE GEN Z? MILLENNIALS GEN X

1996-2012 1981-1995 1965-1980

*The most used social platforms: *The most used social platforms: *The most used social platforms:
ESG x Gen Z:
Gen Zs tend to be distrustful of various activations,
making it challenging to earn their trust
Overall, they tend to be…
ACTION-ORIENTED
Generation Z speaks a lot about ESG topics on
Social Media and also motivates brands to be more
involved in ESG topics. Simultaneously, they clearly
understand that their own actions will directly
impact their future, that is why they prefer to start
with themselves and take daily actions.
As for brand initiatives, they...
WANT TO BE INVOLVED
Gen Zs want to realize a shared vision with brands
together: A brand community it’s about what
consumers & a brand can achieve and do together.
Gen Zs expect brands to put contribution at the
heart of their strategy and drive changes together.
When they do not like something they tend to...
REJECT & CHALLENGE BRANDS
Marketing tactics that prioritize flashy
advertisements and misleading messaging
are met with skepticism and outright rejection.
Brands that fail to align with Gen Z’s values,
brands that do Greenwashing, and fail to
demonstrate genuine commitment to social and
environmental causes risk alienating Gen Z.
ESG x MILLENNIALS:
Millennials gladly engage in ESG activations,
while remaining cautious about potential greenwashing
Overall, they tend to be…
TRENDS SETTER AS GEN Z
Gen Z and Millennials are highly engaged on social
media, using their platforms to express actions,
movements, and viewpoints, thus influencing trends
through their online presence.
Latest Sustainable trends on TikTok 2023: Vintage Wedding dresses. #vintagebride -
24.9M views on TikTok; #vintageengagementring - 81.3M views on TikTok
As for brand initiatives, they...
HAVE POSITIVE ATTITUDE, BUT CHECK
FOR DETAILS (GREENWASHING, ETC)
Millennials are happy to see more and more brands
creating ESG initiatives, and actively engage with
them. However, they tend to check if the promised
actions are really followed. As Gen Z, they show
aversion to mere “marketing” slogans without
tangible follow-through.
When they do not like something they tend to...
REACT THROUGH SOFT ACTIONS
Millennials are less radical in their actions: they are
more likely to use such phrases as « avoid » instead
of « reject, boycott». They contribute educational
content to raise ESG awareness among consumers
and inspire others to act.
ESG x GEN X:
Gen X see brands’ initiative as a great opportunity,
meanwhile, they do not post a lot about their actions

Overall, they tend to have… As for brand initiatives, they... When they do not like something they tend to...

ACTIONS WITHOUT DEMONSTRATION SUPPORT BRANDS STOP BUYING THESE BRANDS

Overall, Gen X prefers to do small actions without

Generation X is less active on Social Media: also in “(…) My visit to Analemma-a
stunningly beautiful Demeter
terms of demonstrating their ESG involvement. They Biodynamic vineyard and
prefer to do donations, choose more sustainable winery (…) fascinating
brands, and participate in some initiatives without discussions about mindfulness,
sustainability, and wine, this
extra demonstrations. Since it becomes for them a visit filled my heart and soul
necessary routing #mindfulwine
#tastewithintention (…)”
“(…) A wine’s carbon footprint,
load demonstrations on Social Media. If this
as it turns out, has much
less to do with vineyard generation dislikes something, they simply cease
practices (…) than it does
purchasing these brands and share this discovered
with how its packaged. For
information with their close circle mainly
Liquor, I looked at the stats and
spoke with producers who are
making a serious commitment
to eco-conscious packaging.
(…)“

Generation X is happy to be involved in brands’

initiatives. They tend to think small steps are better
than nothing.
ESG IN
THE THREE
INDUSTRIES:
FASHION,
BEAUTY, CPG
ESG pillars that E S G
are common Enviromental Social Governance
across all three Animal Rights Occupational Health & Safety Board Composition &
Independence

industries:
Water Scarcity & Conservation Labor Standards
Executive Compensation
Climate Change Workplace Diversity & Inclusion
Business Ethics
Greenhouse Gas Community Engagement
& Development Corruption

• Fashion Energy Consumption

Social & Cultural Impact Transparent Reporting

• Beauty
Pollution & Waste Management
Philantopy
Air & Water Pollution

• CPG
Human Rights
Product Life Cycle
Forced & Child Labor
Land Use & Biodiversity
Product Quality & Safety
Sourcing of Raw Materials
Product Labeling &
Ecosystem & Biodiversity Transparency

Energy Efficiency Responsible Marketing

Total conversations by ESG pillars
SOV Volume of posts
#1 Enviromental

67% 30%
Animal Rights (27%), Sourcing of raw
materials (12%), Pollution & waste
management (10%) are the most visible
sub-pillars
Enviromental Social
#2 Social
Philantopy (16%), Workplace diversity &
Inclusion (9%), Product quality & Safety
(3%) boosted the Social pillar

#3 Governance
Corruption (3%) stood out as the most
discussible sub-pillar

Governance 3%
FASHION
stood out
in all ESG
pillars
* The CPG category stands out with
higher visibility compared to the
BEAUTY category. This is primarily
due to the significant contribution of
Vegan products, which play a key role
in driving volume for the Environmental
pillar. Additionally, the CPG’s & Fashion’s
Social pillar is influenced by charitable
initiatives and food donations
Through the
Engagement Actions
KPI, the BEAUTY
industry demonstrates
greater visibility
across all three pillars:
Environmental, Social,
and Governance
(ESG), thanks to the
higher involvement of
consumers in the topic

*POINT FOR THOUGHT:

What is behind of fashion visibility: are there more
negative aspects than in other industries?
 Most categories primarily focus
on the Sustainable needs of
consumers*, while showing
relatively less emphasis on
addressing Human-centric
ones.
However, it is noteworthy that
human-oriented values stood
out consistently across all age
groups as the core values of
generations

* The environmental pillar has 67% of SOV, while the Social has 30% of volume
How brands can be closer to
consumers’ mindset?
DEEP DIVING
INTO SOCIAL
PILLAR
Distinctive Social sub-pillars for each category:
What drives the Social pillar’s volume for each of the categories

SOV of Social pillar from the total number of the industry volume
Along with
Beauty, Fashion
bridges the
gap between
generations in
Social topics
#1. ACTIVISM AND ACTIVISM & CO-CREATION
POSSIBILITY FOR
CO-CREATION:
Fashion & Beauty created a
safe space for consumers
to be part of a brand, to
create it shaping what
EKOW BARNES ELAY N.M. SOPHIA LI
MODEL, WRITER, CREATOR ARTIST, PHOTOGRAPHER, CLIMATE OPTIMIST
CREATOR STORYTELLER, SPEAKER,

the brand means to them, SPIRIT

while the brand itself Concerned by inclusivity,

LGBTQ+ matters

grows into something new Concerned by Climate

change issues &
sustainable fashion

When two causes were

visible, the size(s) of the
bubble highlights which
cause was more often
raised over the other
LUPE CASTRO AARICA NICHOLE
SUSTAINABLE FASHION BLACK FEMALE
EXPERT FUN VINTAGE UPCYCLER
#1. ACTIVISM AND BRAND TRANSFORMATION
& CO-CREATION
POSSIBILITY FOR
CO-CREATION: #TomorrowIsYours

Salomon changed their several Instagram

accounts in 2022 to fit more gen z needs and to
be more diverse: keeping their high professional
quality & specialization, Salomon also adapted
to the younger generation’s needs, starting to be
more urban.

Also, Salomon (same as other brands’) thanks to

hashtags, monitoring how exactly consumers use
their products, and publishing the best photos on
their official websites and Instagram accounts
(companies such as Gymshark, and Nike do it,
for example)
#2. STRONG
Nike created a sense of different communities inside of one brand,
meanwhile connecting them with the whole Nike tribe

COMMUNITY DANCE COMMUNITY &

IDENTITY: THE FIRST DANCE SHOES

Thanks the possibility

to co-creation, fashion
and beauty brands also
emphasize fostering
a sense of community
identity, allowing people to
feel a sense of belonging to
a tribe and differentiating
one brand from another
Nike created a sense of WOMEN EMPOWERMENT
different communities
inside of one brand, As a father of a daughter…. This
is the women empowerment I’m

meanwhile connecting all about…. Fierce, confident,

helping others…. This is true
feminism… swalker780

them with the whole

Nike tribe

When Casting and the marketing

team actually gets it right…?!!
Thank you, @nike @nikewomen
@nikesportswear for selecting a
genuine artist, athlete, and TRUE
trained professional for your
promotional advertising
#3. INDIVIDUAL FENTY BEAUTY X INCLUSIVITY

IDENTITY:
Fenty Beauty was the top brand associated

Even though people

with the hashtag #BlackGirlMagic:
responsible for 58% of it’s volume.

belong to the community Users’ skincare routines shared for their

fellow ethnic group affirmed the need for

of certain brands, they

“inclusive” products. The brand creates a
community where different consumers will
feel comfortable being who they are.

have a possibility to add

their personal touch,
#darkskinbeauty #blackgirlmagic “My mom was a fearless woman,
#blackgirlmakeup she was bold and not afraid to
play with her look”

shaping their own unique

#AAPIHeritage Month

identity

Different types of consumers are involved and active

in Fenty Owned Accounts. Consumers also thank
Fenty Brands for collaboration with different types of #fentyskin #coupletok #fentyskin #longnailfriendly
#couplegoals #couplelove
influencers:
While philanthropy
dominates the discussions
surrounding the Social pillar
in the fashion industry, it is
important to note that fashion
continually confronts various
social issues that directly impact
brands positioning and influence
the visibility of the Social pillar
within the industry
Among all categories, +49% CHILD LABOR
(Jan23-Jun23 VS Jul22-Dec22)

Fashion exhibits the highest

percentage of negative
sentiments, accounting for
22% in the Social pillar: Child
labor, Uyghur exploitation, Child labor remains a concerning issue in the fashion industry.
Increased awareness has led to demands for transparency and
responsible practices.

Fast-Fashion problems
with production 3.5M views on TikTok
#RANAPLAZA
conditions, etc

When information about the reality of the fashion industry hits

social networks, netizens react fast.
Every Fashion Week, new
collections are highly EVERY FASHION WEEK UNDER SCRUTINY:
DIVERSITY OF MODELS
monitored by consumers:
all age groups have a keen
eye for diversity, cultural
approach, etc
CULTURALLY APPROPRIATING
“Cultural appropriation has created wealth for Gucci seems to be caught in the public eye scrutiny toward
so many foreigners for hundreds of years. Learn the general lack of diversity on Milan fashion week runaways.
your history and patent and trademark your While Tag Walk Search Engine showcases a 77% decline in
products” curvy models, the reminiscence of the monogram “underwear”
is perceived with anger and irony.

Many fashion brands have been

criticized for appropriating traditional
designs, symbols, or practices
from various cultures, often without
giving credit or compensating the
communities they draw inspiration
from: Louis Vuitton, Dior, etc
Even though the fashion industry
excels in creative campaigns of users commenting on the topic

that represent diverse values, it 94% criticise Levi’s for not hiring an actual
cast of diverse models

also receives consumer criticism

when creativity overshadows
the underlying message

“Who’s going to tell this multibillion-dollar

company that it can develop a diversity
and inclusion strategy by just … hiring and
paying actual models of different races and
body types?”
In spring, 2023 LEVI’S announced its collaboration with Lalaland.
ai to create a more diverse shopping experience through AI
generated models, with the aim of making items in the brand’s
online store more customisable, with a more diverse cast of models:
a wide range of body types, ages, sizes, and skin tones. Users
accuse Levi‘s of superficial representation and call for real-world
commitment as opposed to AI generated diversity
“While Hadid and Miquela can flirt
with the appearance of lesbianism
for a thirty-second video, the idea
that queerness might be seen as
something you’re just ‘trying on’ as
a straight girl contributes to a kind
of stigma that actually keeps women
– especially bisexual women – in the
closet. ”
“There are plenty of real LGBTQ
Models that could have been used.
#noexcuse.”
Calvin Klein‘s 2019 campaign featuring a
digital influencer has been criticised for
misrepresenting the LGBTQIA+ community
Criticism of LEVI’S for casting
AI models instead of real ones
echoes the wave of response
to Lil Miquela when she was
first launched in 2016, and
to Shudu when she made her
debut two years later. Meanwhile,
CALVIN KLEIN had to apologize
for a Pride ad that showed
Lil Miquela kissing the real
model Bella Hadid, as netizens
denounced the campaign for
“queerbaiting,” the practice of
alluding to queer relationships
without actually depicting them.
Although Beauty has
visible campaigns
in Social topics,
the main strength
of this industry is
anchored DNA with
Sustainability sub-
pillars
Delving deeper into the specific sub-pillars of the
Beauty category, only a few social topics are visible in
comparison to the predominant focus on sustainability-
related subjects. Nonetheless, the Social pillars exhibit
growth, underscoring the significance of these topics
for internet users

Specific Beauty category sub-pillars: volume & engagement

Besides fostering inclusivity and enabling consumers
to co-create, the Beauty industry’s initiatives regarding
Breast Cancer and Transparency stood out among the
most engaging campaigns in the category
CSR Truthful connection with the audience: Transparency
Small, new brands gain visibility thanks to human connection
FENTY BEAUTY: makeup for
the breast cancer awareness
month were the main CSR topic, We Care campaign, took a step further on transparency.
as users shared the makeup looks JUSTINE HUTTEAU: With its T.R.U.S.T platform and its organic objectives;
in pink tone with the hashtag A DAILY SHOT OF ENERGY, announcing the goal of reaching 80% of organic
#breastcancerawareness SHOWCASING PROGRESS ingredients by 2025. Users highly appreciated Clarins’
commitments and left supportive comments and emojis
& ACHIEVEMENTS, under owned posts.
Mac also took part in CONVINCING ITS DIGITAL
activations that advocated
for women AUDIENCE
Respire made raising engagement
a question of human contact. With
posts related to the creation of the
KIEHL’S was the main brand and the promotion of its beloved
brand mentioned within products (1, 2), Justine Hutteau’s posts
the CSR sub-driver, thanks accounted for 50% of the brand owned
to its Ultra Facial Cream engaging performance.
Limited-Edition associated
with #Kiehl’sPride. Her subtle balance between work
achievements, product creation/
development (1, 2) and personal
ARMANI & JO MALONE diary (everyday life, friend & family
boosted this sub-driver, memories) helped her bounding
through a Charity Event for emotional connections, proximity and
Acqua For Life and Breast trust with her highly digital audience.
Cancer Aware Month
Donation, respectively.
While the Fashion and
Beauty industries are
prominent for their bold,
cross-values campaigns,
the CPG industry tends to
focus on practical ones
 CPG brands focus their social campaigns on helping people in
need, addressing cultural aspects, and demonstrating care for their
consumers. They actively monitor basic consumers’ unmet needs and
take action to support them, especially during challenging times

People & Social Oriented Actions Proactive Actions to Take

Care of Consumers
Taking into account people in need… …and cultural aspects

“Grateful to spend some time with our
#friends at Danone - one #planet one
#health - a really cool #bcorp bringing
#health and #food to as many people as
possible!
Behind these doors are some great
#partnership plans with Green Bronx
Machine to bring #healthy #organic
food to underserved communities and
public schools!”
“A great big THANKS goes out to our
new friends from “Nestle Nido’s Ramadan Kindness “@Danone recommended price 2.5€
@danonenorthamerica who came Calendar is doing something @auchan price on the shelf in Grasse
to volunteer with our after-school truly amazing by encouraging 3.2€ to fight against the expensive life
Fun Club members today! #bgcnw parents to teach their children blocked price....”
“@KitKat celebrates Ramadan by about kindness and empathy every
#greatfutures #jointheclub”
launching a limited-edition bar that day..#NidoSpreadsKindness” For example, Danone France
can be relished as part of Iftar.” launched products with a fixed price
to support consumers during the
Inflation time
The example of two different campaigns
with one influencer across distinct
industries illustrates differing consumer
perceptions of a particular topic/value
from one industry to another. Although
both campaigns received negative
sentiment, the nature of consumers’
conversations and reactions
varied significantly between
Nike and Bud Light
22%
of Nike’s conversation (Jan23-Jun23)* were about
the collaboration of Nike with Dylan Mulvaney
61% of Bud Light’s conversation (Jan23-
Jun23)* were about the collaboration
of Bud Light with Dylan Mulvaney
Bud’s collaboration with the transgender social media influencer caused a lot of
controversy: some blamed Bud for the fact that the brand did not support the model during
a difficult period, and this situation only emphasizes the hype, and that activism is limited
to a rainbow display every June. Other online users blamed Bud Light for incorrect group
targeting, most of these comments had a homophobic tone.
Nike’s collaboration with Dylan Mulvaney was
considered as a slap in the face to all women.
Consumers wondered why Nike made Dylan
Mulvaney one of Nike’s women ambassadors, and
not one of the biological woman athletes and to give
them the same sponsored opportunity.
*The brands’ conversations related to the ESG topic
DEEP
DIVING INTO
ENVIRONMENTAL
PILLAR
Distinctive Environmental sub-pillars for each category:
What drives the Environmental pillar’s volume for each of the categories

SOV of Environmental pillar from the total number of the industry volume
THE MAIN
ENVIRONMENTAL
CHALLENGES FOR
INDUSTRIES
POLLUTION & WASTE IN FASHION:
Fast fashion is the primary driver of the pollution and waste topic
as consumers are becoming more conscious of its harmful effects.

DISCLOSURE RESULTS OF FAST FASHION EDUCATIONAL CONTENT

H&M is often blamed for different types of
greenwashing such as using recycled polyester
(that can’t be recycled again), motivating
consumers to come and recycle unused clothing
whilst incentivising them to shop even more new
clothing with gift vouchers in the process
Users share the results of fast fashion, and try
to motivate other consumers to abandon these
brands
Net users share educational content explaining
how fast fashion brands manipulate consumers,
and introduce other options for how consumers
can find affordable clothes meanwhile taking
care of the environment
ANIMAL RIGHTS IN CPG & BEAUTY:
Animal Rights is a prominent subject in the Beauty and CPG industries driven by eco-conscious consumers
across generations. #VEGAN sparks discussions in both sectors, with a notable difference: in beauty, it’s linked
to animal rights, while in CPG, it represents a lifestyle choice. In sustainable discussions, fast fashion was
mentioned three times more often than high fashion

BEAUTY CPG
#Beauty #CleanBeauty #Cosmetics #Breakfast #Coffee #CoffeeShop
#CrueltyFree #HairCare #Love #Makeup #GlutenFree #Govegan #Local #DairyFree
#Makeup #CrueltyFreeBeauty #Skincare #PlantBased #ShopLocal #VeganCake #Lunch
#SkincareRoutine #ShopMyCloset #SupportSmallBusiness #Vegan #SmallBusiness
#Vegan #VeganBeauty #VeganSkinCare #VeganFood #DairyFree #Vegetarian
VEGAN AND CRUELTY-FREE IN BEAUTY:
Even if to deep dive into Beauty sustainability sub-pillars,
vegan and cruelty-free beauty stood out as
the most discussed topic

Specific Beauty category sub-pillars: volume

CPG: ALCOHOL SEGMENT
Vegan topics in the Alcohol categories have become prominent lifestyle
elements, aligning with the overall trend toward healthier living
Volume of posts of Vegan topic
+18%
in Alcohol categories Social
Media PlatformsJan23-Jun23
#Bar #Beer #Cocktail #Cocktails
#CraftBeer #Delicious #Drinks
#Foodie #FoodPorn #GlutenFree
#Food #Instafood #Organic
#PlantBased #Restaurant #Vegan
#VeganFood #Vegetarian #Wine
The #Vegan trend in the alcohol industry is linked
to a global lifestyle focused on conscious living,
health, plant-based choices, gluten-free options,
craft beverages, and local production, among other
aspects
THE VEGAN VERSION
IS A CRUCIAL POINT TO BE VEGAN FRIENDLY
Unfortunately @Kahlua is
no longer vegan (they use
bone char in the sugar), so
I made some from scratch
using the recipe by @
VeganInTheFreezer and it
was super good! I might even
like it a bit better than the
OG
Vegans who adopt a plant-based diet want Brands are aware of consumer needs and trends,
dairy-free, vegan-friendly Kahlúa options. Bailey’s often emphasizing #vegan and #glutenfree
“Almande” version caters to this demand, leading labels, even for products that are inherently
some vegan consumers to choose it over Kahlúa, vegan-friendly. New brands, especially in the
or sometimes consumers create plant-based rapidly emerging RTD (Ready-to-Drink) category
version of these two bavarages at home. use effectively such a marketing strategy
Greenwashing Fashion
is a common 1. Greenwashing fabrics: e.g; made
with recycled polyester

enemy across 2. Misleading Customers with their

sustainability claims, vague terms

generations
3. Using HIGG Index*

4. Lack of transparency

5. Fabrics

6. Only sustainable packaging

7. Greenwashing through
philanthropy

Beauty CPG
1. Misleading information & vague term
1. Ingredients & Composition 2. Ingredients & Composition
2. Vague terms & Natural claims: ‘Clean’ 3. False claims of recyclability
packaging, ‘Green line’ products, etc
4. Green imagery and branding without
3. Plastic packaging delivery & Plastic ‘refillable’ actions behind
bottles
5. Lack of transparency
4. Cruelty-free claims

5. Lack of transparency

*an indicator-based environmental self-assessment tool for apparel and footwear products
 Young generations’ unwavering commitment to their values makes
them highly picky not only for brands but also for their partners:
ecological awareness is a core value

Environmental convictions as a fundamental cornerstone for young people

Many individuals now consider safeguarding the planet as a fundamental principle, which has
resulted in an increasing requirement for their partners to share similar environmental values
3 STEPS TO CREATE
AN EFFECTIVE
COMMUNICATION
STRATEGY
Understanding generational
differences and other
essential factors
#1. CONSIDER EXAMPLE
DIFFERENCES
BETWEEN
GENERATIONS
• their way of behaviour

• their expectations from

the brand
From giving Gen Z the
• their level of desire for possibility to CONTRIBUTE &
involvement and CO-CREATE to providing solid
& important actions to be
collaboration valuable for Gen X
#2. CONSIDER CreaVe-Owned Strategy Example that

THE CULTURAL Illustrates the Understanding the Specificity

of Platforms and Diffrerent Generations’
BACKGROUND Needs that Use These Platforms:

& PLATFORM ENTERTAINMENT EASY TO SAFE TUTORIALS

DIFFERENCES CONTENT ON TIKTOK

• Collaborations with popular TikTokers
ON PINTEREST:
• Help to create personal

DEPENDING ON
• Funny experts’ reminders skin care routine
• The same content as consumers published
• Popular viral type of content

THE MARKET: MORE SERIOUS & READABLE CONTENT ON TWITTER

The cultural context and

market specificity consistently
play a significant role. Also,
understanding the variations
in platform usage among
consumers
CeraVe addapts content to consumers and platform specifications
#3. INDIVIDUAL Brands that Effectively Connect Values

PERSON’S VALUES: Across Different Generations and Remain

Action-Oriented Stand Out:
Even though the first two aspects are important,
indvidual person’s values are another criticl factor
to consider when discussing ESG

There are many similarities across generations,

particularly when certain, common values hold
importance to people (which often vary from
cultural background and personal interests)

The values and messages that brands convey are

more crucial than segmentation. Emphasizing
these aspects enables a brand to attain a global
and stable position in the market, and not lose
the main idea behind the campaign while trying
to please everyone differently
As an example, Nike focuses on connecting with the shared values
of various generations and meeting their distinct needs: such
as co-creating for Gen Z. By emphasizing the core value and
message of each campaign and maintaining an action-oriented
approach, Nike successfully resonates with consumers across
different age groups and generations.
FINAL
TAKEAWAYS
How brands can be
closer to consumers’
mindset?
Key Insights
Focus on
GENERATIONS
1. All generations share human-
oriented values and exhibit
numerous similarities
concerning ESG-related
subjects & values
2. Particularly, Gen Zs and
Millennials demonstrate
many resemblances in their
behavior and self-presentation
on social media, whereas Gen
X tends to be less inclined to
be as active on social media
overall, when it comes to their
personal ESG actions
focus on
ENVIRONMENTAL
The environmental pillar stands out
as a prominent aspect across all
industries, yet it is also the pillar
where brands encounter the most
amount of challenges
1. Fashion: Pollution &
Wastemanagement is the most
visible concern, that is mainly
driven by fast fashion
2. Beauty: Animal rights are what
trigger consumers the most in the
Beauty industry
3. CPG: Vegan products catch on
in various categories, even such
as alcohol
focus on
SOCIAL
The Social pillar in the Fashion &
Beauty industries serves as a prime
example of how the generation
gap can be narrowed through:
• Activism & co-creations;
• Strong community identity;
• Individual identity
However, industries also encounter
significant social issues,
particularly in the Fashion sector,
such as child labor, poor workers’
conditions, cultural appropriation,
and more
Recomendations
Focus on
GENERATIONS
Consider the main difference
between generations:
expectations to be involved in
brands’ activations
• Give Gen Zs a place for self-
expression & co-creation
Example:
Savage x Fenty by Rihanna
is the brand with young
generation-oriented DNA
• For Millennials and Gen X, be a
responsible ESG brand, without
greenwashing. By buying such
brands they have a possibility to
make this world a better place
focus on
ENVIRONMENTAL
Awareness of consumers is growing
along with the expectations from
brands:reduce greenwashing and
increase transparency (relevant to
all generations & industries)
Example:
Consumers are challenging
brands by thoroughly
examining all the
ingredients, etc. When
it comes to Lush, online
users are content with the
fact that even imperfect
information about the
brand is not concealed.
focus on
SOCIAL
The CPG industry can benefit
from exploring the wealth of best
practices found in the Beauty &
Fashion industries.
Deep dive into them, considering
the key audience of the brand,
since consumers may not be
fully accustomed yet to the same
bold campaigns which showcase
diverse values
*Since Beauty is mainly an Environmental-
focus industry, and Fashion faced
fundamental industries challenges, the focus
is on the CPG industry