Sustainable Marketing : Thailand's business landscape is evolving rapidly. Beyond digital transformation, one of the most profound shifts is the rising influence of ESG (Environmental, Social, and Governance) values on consumer behavior. In 2025, this shift is no longer driven solely by regulatory pressure—it is being accelerated by Thai consumers themselves.
With policies such as the Climate Change Act and EU’s CBAM mechanism gaining traction, and more than 90% of Thai consumers directly impacted by environmental issues like rising energy bills and PM2.5 pollution, sustainability is no longer optional. It is a market necessity.
Thai consumers are becoming increasingly environmentally conscious—and this awareness is shaping their buying behavior.
According to KResearch, over 90% of consumers report being directly affected by environmental factors such as volatile food prices, energy costs, and air pollution. These issues are driving a strong preference for low-carbon, sustainable goods.
Furthermore, "Sustainability" is listed among the top three consumer trends for 2025, alongside "Smart Spending" and "Self-Healing". Consumers, especially in urban centers, are demanding more from brands—not only in product quality but also in ethics and environmental responsibility.
Surveys show that Gen Z and millennials in Thailand are willing to pay more for products that align with their values, including ethical sourcing, sustainable packaging, and clean supply chains. This trend is being amplified by social media and influencer-driven education.
Thai businesses are beginning to integrate ESG at the heart of their digital marketing strategies. Instead of treating sustainability as a CSR afterthought, brands are embedding it into product messaging, campaign design, and customer engagement.
MarTech plays a key role here. Companies are using platforms like LINE OA, ChocoCRM, and marketing automation tools to:
Analytics platforms like Mandala Analytics and Looker Studio help visualize ESG progress and communicate results across stakeholders.
Instead of vague sustainability claims, marketers are now focusing on measurable outcomes—backed by data and technology.
As interest in sustainability grows, so too does consumer skepticism. Greenwashing—exaggerated or misleading sustainability claims—is a major concern among Thai consumers.
To build long-term trust, brands must shift from marketing green credentials to demonstrating them.
Key strategies include
Consumers can detect when sustainability is merely a gimmick. Authenticity, therefore, becomes a brand differentiator.
Sustainability is increasingly visible in three operational areas: packaging, supply chains, and storytelling.
Brands that integrate ESG not just into production but into every stage of marketing—from data to design—are the ones earning long-term customer loyalty.
Several Thai companies are already proving that sustainable marketing can drive both profit and purpose.
Betagro: This agri-food leader has integrated real-time ESG reporting into its marketing strategy. Using dashboards and CRM systems, Betagro tracks carbon metrics and shares them with consumers.
Srichand Cosmetics: The company launched a return-and-recycle program via LINE OA, rewarding customers for sending back used packaging. This was supported by a gamified loyalty campaign.
Thai SMEs: In sectors like health and wellness, small and medium enterprises are actively promoting sustainability—partly in response to rising energy and logistics costs, but also to meet changing consumer expectations.
These cases illustrate that ESG is not limited to large corporations. Even local, mid-sized brands can leverage sustainable marketing for competitive advantage.
Sustainability is no longer a trend in Thailand—it’s a shift in the national and consumer psyche. Thai consumers, now more informed and environmentally conscious, are actively choosing brands that align with ESG values.
For marketers, this creates both pressure and opportunity. Those who embrace MarTech to drive transparency, automate ESG communication, and localize storytelling will win customer trust.
As Thailand continues to lead Southeast Asia in sustainable growth, ESG will not only reshape consumer preferences—but redefine what it means to be a successful brand.
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