Digital transformation in sustainable and socially responsible marketing.

The Leading Role of Sustainable and Socially Responsible Marketing in 2025

Sustainability has become a strategic priority for brands seeking relevance and engagement in the 2025 market. Consumers demand that companies adopt ESG practices, promote transparency, and ensure positive impacts, rejecting empty promises or so-called “greenwashing” [ref1][ref4]. Recent reports indicate that 87% of Brazilians seek sustainable lifestyles and 56% have stopped consuming from companies that fail in this commitment [ref4].

Global Trends and Recent Cases

Viral campaigns in recent weeks have highlighted authentic narratives, such as stories of brands that support local communities or innovate in the use of biodegradable materials and recyclable packaging [ref1][ref3]. Tiny Associates, for example, developed plant-based skincare ingredients that use 230 times less land, inspiring other players to use biosynthetic streams and circular economy practices [ref5]. From a global perspective, companies are investing in renewable energy and energy inclusion projects, expanding impact and accessibility [ref6].

Intersection with Data, Technology, and Performance

Martech tools, such as green analytics platforms and blockchain, enable traceability and transparency, while digital campaigns optimized for sustainable SEO amplify reach without sacrificing environmental principles [ref3][ref7]. The growth of targeted campaigns, reduction of digital waste, and detailed measurement of environmental impacts demonstrate a maturation in the use of data as an engine for responsible practices, connecting performance to real purpose [ref7][ref3].

References

[ref1] lojadoadministrador.com.br [ref2] mundodomarketing.com.br [ref3] diegorohden.com.br [ref4] kantar.com [ref5] wgsn.com [ref6] blogambiental.com.br [ref7] agenciabonsdebriga.com.br