In a clear sign of ESG’s mainstreaming, 88% of global companies now view sustainability as a core driver of long-term value creation, not just a regulatory checkbox. This headline insight from the 2025 Morgan Stanley Sustainable Signals Survey reveals a powerful shift in corporate mindsets.
The survey, conducted by Morgan Stanley’s Institute for Sustainable Investing, drew on the perspectives of over 300 C-suite leaders and institutional investors across North America, Europe, and Asia-Pacific. These findings were also reported by ESG Today, reinforcing a global trend that’s reshaping boardrooms.
As Jessica Alsford, Chief Sustainability Officer at Morgan Stanley, notes:
“The data suggest that sustainability remains central to long-term value creation. Companies around the world report an alignment between corporate strategies and sustainability priorities as they seek to build resilient, future-ready businesses.”
Case in Point: Unilever’s Sustainability-Led Innovation
To bring these findings to life, consider Unilever, whose Sustainable Living Brands—like Dove, Hellmann’s, and Seventh Generation—have consistently outperformed the rest of its portfolio. According to its 2023 sustainability report, these brands drove 75% of company growth while improving environmental and social outcomes.
Unilever’s strategy shows how sustainability can be deeply integrated into innovation, marketing, and value creation—a model many global firms are now striving to replicate.
ESG Strategy: From Reactive to Resilient
Embedding Purpose into Profit
According to the survey, 85% of executives say ESG goals are now built into their business strategy. This is a notable jump from previous years and reflects a broader ecosystem of pressure and opportunity:
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Investors are pushing for transparency through frameworks like GRI, SASB, and TCFD.
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Governments are enacting stricter climate disclosures and ESG regulations.
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Customers and talent expect brands to walk the talk on sustainability.
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Supply chain partners demand clearer carbon and social impact data.
As a result, companies are not just reacting—they’re building ESG into how they compete and innovate.
Communication Is the Next Frontier
The Risk of Saying Too Little—or Too Much
Despite this momentum, many organizations struggle to tell their sustainability story. The Morgan Stanley report highlights that even companies with strong ESG practices often lack confidence in how to communicate their impact clearly.
That’s a growing concern in the age of greenwashing investigations, stakeholder activism, and brand reputation risks.
As marketing expert and author Jacquelyn Ottman once said:
“Green marketing isn’t about selling a product—it’s about selling a solution to a shared problem.”
To succeed, organizations need skilled communicators who can translate ESG data into narratives that resonate—and stand up to scrutiny.
ESG Investment Confidence Remains High
The Numbers Still Make Sense
The same report shows that 80% of investors now include ESG factors in their financial decisions, with 66% believing ESG investments deliver equal or better returns than traditional strategies. This aligns with academic studies, including one published in the Journal of Sustainable Finance & Investment (2022), which found positive correlations between ESG integration and financial performance across multiple sectors.
Investors are particularly focused on:
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Climate risk management
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Human capital development
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Corporate governance transparency
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Long-term impact metrics and disclosures
This trend signals that companies ignoring ESG may not only face reputational risks—but also lose access to capital.
ESG Reporting: Bridging the Confidence Gap
Why Many Companies Still Struggle
Despite positive intent, only 36% of executives in the survey say they’re “very confident” in achieving their sustainability goals. Common roadblocks include:
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Lack of trained ESG personnel
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Inconsistent standards across regions
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Difficulty quantifying ESG’s ROI
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Pressure to “do more with less” in reporting
This is where specialized training and third-party tools become critical. As ESG standards like GRI, ESRS, and TCFD evolve rapidly, internal teams must stay ahead of the curve.
Final Thoughts: From Signals to Strategy
The 2025 Morgan Stanley survey leaves little doubt—ESG is no longer peripheral. It’s central to how organizations create value, manage risk, and build stakeholder trust.
But success isn’t automatic. It requires strong leadership, transparent reporting, clear communication, and ongoing education. The companies that master this will not only comply—they’ll lead.
ESG Learning Resources for Professionals
If you’re looking to strengthen your ESG expertise, here are two practical, globally recognized resources from the Sustainability Academy:
🎓 1. Online Certificate on Sustainability & ESG Reporting
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Gain hands-on knowledge of ESG frameworks like GRI, SASB, ESRS, and TCFD. Learn how to:
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Draft credible sustainability reports
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Align disclosures with stakeholder needs
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Improve ESG ratings and attract investment
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Navigate upcoming EU CSRD and SEC mandates
Ideal for professionals working in reporting, strategy, compliance, or finance.
🎓 2. Online Certificate on Green & Sustainable Marketing
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Master how to:
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Communicate ESG commitments without greenwashing
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Craft brand stories that reflect purpose
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Build customer trust through transparency
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Comply with advertising and disclosure regulations
Perfect for marketing, communications, and sustainability leaders aiming to connect ESG strategy with audience engagement.