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Ernest Tan

The ultimate guide to sustainable marketing in Singapore

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In a world that increasingly demands ethical and sustainable practices, businesses in Singapore are facing a new reality: Integrate environmental, social, and governance (ESG) principles into business operations or risk being left behind. A 2023 UOB study found that over half of Singaporeans were willing to spend more on sustainable products or services. Younger consumers, the study found, were especially urgent to go green. For SMEs and startups in Singapore, this means that building a sustainable brand is no longer a choice, but a necessity for survival and growth. This guide offers practical insights to navigate ESG in branding, marketing, and PR, ensuring your brand thrives and makes a positive impact.

In Singapore, the push for sustainability has become a national imperative. Unveiled in 2021, the Singapore Green Plan 2030 outlines ambitious targets for reducing carbon emissions, increasing renewable energy use, and promoting a circular economy. This creates both challenges and opportunities for local businesses. On one hand, companies must navigate stricter regulatory and reporting requirements. Conversely, consumer demand for sustainable options is growing, as are government incentives to support businesses in their green transition. With this in mind, what steps can Singaporean businesses take to not only adapt but thrive during this green transition?

Understanding ESG and sustainable marketing

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What is ESG and why is it important for Singapore businesses?

Environmental, social, and governance (ESG) is a framework used to evaluate the sustainability and ethical impact of a business. It encompasses diverse factors, including a company’s carbon footprint, labour practices, community engagement, board diversity, and ethical business conduct. ESG criteria help stakeholders understand how a company manages risks and opportunities related to environmental stewardship, social responsibility, and corporate governance. Used effectively, they help local businesses make profitable decisions that also benefit society and the environment. This holistic approach to business is one that’s increasingly demanded by local consumers, investors, and regulatory bodies, especially in light of the Singapore Green Plan 2030.

The role of ESG in sustainable marketing

Incorporating ESG into your marketing efforts can significantly enhance your brand’s reputation and appeal. Brands that prioritise ESG principles can build stronger relationships with their customers by demonstrating a commitment to making a positive impact on the world. This approach helps in differentiating your brand from its competitors and helps foster customer loyalty.

Brands that effectively integrate ESG into their communications strategies often see increased trust and engagement from their audiences. For instance, consumers often support brands that are transparent about their efforts to reduce environmental impact.

Environmental sustainability in marketing

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Sustainable marketing trends in 2024

The growing demand for sustainability is reshaping how companies operate, attract customers, and boost profits. In Singapore, the focus for 2024 has shifted towards data-driven accountability, regenerative business practices, and the circular economy, aligning with the goals of the Singapore Green Plan 2030.

Data-driven accountability: Transparency is key. Consumers and authorities expect companies to back up their sustainability claims with verifiable data. This trend is particularly significant in Singapore, where regulators have actively introduced measures to combat greenwashing and financial authorities increasingly require companies to demonstrate measurable ESG performance. Such measures include mandatory climate-related disclosures for listed companies and the establishment of the Green Finance Action Plan, aimed at developing Singapore as a leading green finance hub.

Regenerative business practices: Recognising the limits of merely reducing harm, businesses in Singapore are increasingly adopting regenerative approaches that actively contribute to environmental restoration and enhancement. This shift involves not just minimising negative impacts but actively working to restore habitats, boost biodiversity, and even create new green spaces. This proactive approach is particularly crucial in Singapore, a densely populated city-state with limited natural areas, where the impact of regenerative practices can be substantial and far-reaching.

Circular economy: Singaporean businesses are increasingly embracing the circular economy model, moving away from the traditional ‘take-make-waste’ model towards one that emphasizes reuse, recycling, and regeneration. This approach not only significantly reduces environmental footprints but also aligns with increasing consumer expectations of sustainable products and services. It also supports the Singapore government’s vision of becoming a zero-waste nation, as outlined in the Zero Waste Masterplan.

For an in-depth look at these trends and how they apply to the Singaporean context, visit our article on Sustainable branding 2024: 4 trends to fuel brand growth.

Practical steps for brands

Track key performance indicators (KPIs): Identify and measure the KPIs that matter to your sustainability goals, such as emissions and energy use. This builds trust and can uncover cost savings and process improvements.

Authentic storytelling: Next, use the data you been tracking to tell an authentic story about your sustainability journey, including both successes and challenges. Transparency and honesty resonate with consumers.

Integrate regenerative practices: Look for areas in your operations where regenerative practices can be adopted, such as waste reduction and sustainable sourcing. Also consider partnering with local environmental groups to strengthen community ties and boost credibility.

Promote circular economy practices: Embrace a circular approach to your business. Design products that last, choose recycled or eco-friendly materials, and offer take-back or repair programs to keep those products in use for longer. You can even get your customers involved by encouraging them to return used items or finding creative ways to upcycle waste materials into something new and exciting. It’s a win-win for your business, your customers, and the planet. For more practical steps, check out our article on Sustainable Design: Why it matters to your brand.

Social responsibility in sustainable marketing

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The “S” in ESG: Social responsibility in Singapore

Sustainability has evolved beyond just environmental concerns to encompass social justice and inclusivity. The social component of ESG focuses on how companies manage relationships with employees, suppliers, customers, and communities. It includes issues like labour practices, talent management, product safety, data security, and community engagement. Addressing social gaps isn’t just about regulatory compliance though–It’s about putting humans at the heart of business operations. For local firms, that means aligning with Singapore’s emphasis on social cohesion and inclusivity.

Social justice and inclusivity for Singapore businesses

In multicultural Singapore, ethical practices, fair trade, and inclusivity are integral to any sustainable business model. Brands that champion these values resonate better with Singaporean consumers, who increasingly prioritise ethics and social responsibility.

Champion diversity and inclusion: Ensure that your marketing campaigns reflect the multicultural fabric of Singapore. Feature real people from diverse backgrounds–different ages, ethnicities, genders, abilities, and more. This authentic representation not only resonates with a wider audience but also fosters a sense of belonging and inclusivity for everyone in the community.

Advocate for social change: Advocate for positive social change! Use your platform to speak out on social justice issues that align with your brand values and resonate with the Singaporean community. Whether it’s environmental protection, LGBTQ+ rights, or racial equality, spark meaningful conversations about sustainability and inclusivity and encourage your audience to join you in making a difference. For more strategies on sustainable marketing for social impact in Singapore, visit our dedicated article on Marketing for Social Impact.

Get involved locally: Partner with social enterprises or non-profits addressing social inequalities in Singapore. Some thought starters include co-creating social campaigns, donating a portion of your sales to worthwhile causes, or volunteering your time and expertise to make a tangible difference in the local community.

By embracing diversity, advocating for social change, and engaging with your community, you’ll not only build a more resilient and ethical brand but also connect with consumers on a deeper level. Remember, the “S” in ESG is about social impact. That means creating a better future for your business, your community, and Singapore as a whole.

Governance and ethical practices in sustainable marketing

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Building trust and transparency in Singapore

Finally, governance, the “G” in ESG, involves the systems and processes that ensure the overall direction, effectiveness, supervision, and accountability of an organisation. In Singapore, having good business governance practices is crucial for building trust with consumers and stakeholders. Companies that are open about their operations, policies, and performance in relation to ESG can better manage risks and enhance their reputation.

Transparency and accountability in ESG reporting

Transparency and accountability are fundamental to building trust with stakeholders. This holds particularly true as regulatory requirements for ESG reporting become increasingly stringent in Singapore. Transparency involves disclosing relevant ESG information clearly and accurately. Accountability involves ensuring that there are mechanisms in place to hold the company responsible for its ESG commitments and performance.

Best practices for ethical marketing

Implementing ethical practices: Start by putting ethics at the heart of your business. Develop clear and comprehensive policies that guide every aspect of your operations, from fair labour practices and transparent supply chains to strong anti-corruption measures. Be transparent about your practices and hold yourself accountable to the highest ethical standards.  

Ensuring compliance and integrity: Build a solid foundation of compliance and integrity. Establish a robust compliance program to ensure your business adheres to all legal and ethical standards. Don’t just set it and forget it either. Conduct regular audits and assessments to proactively identify potential issues and continuously improve your governance practices.

Promoting a culture of ethics: Foster a culture of ethics from the top down. Start by providing regular training for your employees on ethical decision-making and behaviour. Encourage open communication where everyone feels safe to speak up about concerns. And most importantly, lead by example. Demonstrate ethical behaviour in your own actions to clearly signal that integrity is a core value of your organisation.

By focusing on these governance practices, brands can build a solid foundation for sustainable growth and earn the trust of their stakeholders.

Integrating ESG into sustainable marketing strategies

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Developing an ESG strategy for Singaporean brands

Creating an effective ESG strategy involves understanding your brand’s values, assessing your current practices, and setting clear, measurable goals. Having a comprehensive ESG strategy helps not only in achieving sustainability objectives but also enhances brand reputation and consumer trust.

Assess your current ESG practices: Conduct an assessment of your current operations to identify areas where you can improve sustainability. This includes evaluating your supply chain, production processes, and corporate policies in line with Singapore’s ESG reporting guidelines and standards.

Set clear ESG goals and objectives: Define specific, measurable goals for your ESG strategy. These goals should align with your brand’s values, be achievable within a reasonable timeframe, and contribute to Singapore’s broader sustainability goals. For more tips on developing your ESG strategy, read our article: Sustainability and Branding: Should Action or Narrative Come First?.

Engage local stakeholders: Involve key stakeholders, including employees, customers, partners, and relevant government agencies, in the development of your ESG strategy. Their insights and support are crucial for the successful implementation of your initiatives and ensuring alignment with Singapore’s sustainability agenda.

Implementing ESG Initiatives

Once you have a strategy in place, the next step is to implement ESG initiatives that align with your goals. These initiatives should be integrated into your sustainable branding and marketing efforts to ensure consistency and impact.

Leverage partnerships: Partner with local organisations that share your commitment to sustainability. These partnerships can amplify your efforts and help you achieve your goals more effectively. Learn more about leveraging ESG partnerships effectively in our article on Sustainability Partnerships: Your How-To Guide for Success.

Third-party verification: Consider obtaining third-party certifications to validate your ESG efforts. Certifications from reputable organisations can enhance your brand’s credibility and reassure stakeholders of your commitment to sustainability

Monitor and communicate progress: Regularly monitor the progress of your ESG initiatives. This not only demonstrates accountability but also helps in identifying areas for improvement. Finally, don’t forget to use your branding and marketing channels to communicate your ESG initiatives to your audience. Be transparent about your goals, actions, and progress.

By assessing your current practices, setting clear goals, and taking concrete actions, you can create a thriving brand that’s also a positive force in our society.


Thanks for taking the time to explore this comprehensive guide on sustainable branding in Singapore. Building a sustainable brand is not only beneficial for the environment and society but also crucial for long-term business success. By integrating ESG into your business strategy, you can create a brand that is trusted and admired by stakeholders. Accelerate your journey towards sustainability today by exploring the detailed strategies and insights in the articles linked throughout this guide.