Sluggish economic performance. Workforce pressures. Low consumer confidence. As China continues to look for a return to growth in a post-COVID environment rife with disruptions, many B2B brands see having a strong ESG (environmental, social and governance) proposition as increasingly instrumental to business success.

WE’s 2023 Brands in Motion special report, “ESG Means Business in China,” takes a closer look at the evolution of ESG in China, and the key implications for B2B brands operating in the country — from generating awareness to converting sales.

What did we find?

  • ESG is no longer optional for B2B brands operating in China. Nearly all respondents say they will spend the same amount or more on sustainability-related marketing and communications this year compared to last.

  • The “E” in ESG dominates, but not exclusively. While environmental focuses remain the most popular areas, employee development is now the second-most important area of focus for the year ahead, with 57% viewing it as “essential” to their ESG strategy.

  • Bigger businesses are leading the way. Corporations tend to see greater value in ESG initiatives than smaller companies do. Fifty-two percent of companies with 5,000 or more employees see ESG’s benefits in areas such as brand awareness, while only 45% of smaller companies feel the same way.

KEY TAKEAWAYS

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Let the audience be your lodestar

Identify your key audience and tailor your ESG communications towards them.

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Multinationals must balance domestic and international expectations

Tailor communications materials to different markets for the best results.

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How you choose to tell your ESG story matters

Social posts and short-form videos are viewed as the most effective ways to communicate.

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