We know that Environmental, Social and Governance (ESG) is on the agenda of many of the world’s brands. But do consumers care and see it as a point of differentiation when they make purchase decisions?

In our latest research report, Saffron has gathered insights from Gen Z consumers (people born between 1995 and 2010) across the UK, the US and China to understand how and where brands should embed and communicate their ESG commitments across the customer journey to drive brand value.