Ipsos – Avoiding the Activist Trap in ESG Marketing, 2025

The main theme of the report is the analysis of approaches to ESG (environmental, social, and governance) initiatives and marketing, with a focus on avoiding the 'activist trap'.

Key findings include the need for organizations to consider the opinions of not only the loudest voices but also the 'average' segment, which often goes unnoticed. Ipsos conducted a global study, segmenting the audience into five groups based on their attitudes and behaviors towards ESG: Disengaged Distancers, Passive Compliers, Discerning Realists, Willing Contributors, and Activists.