Sustainable and Ethical Brand Management: The Expectations of the Next Generation of Consumers and the Future of Brands

Written by: Müge Mücaviroğlu

Today, the most important criterion determining the future of brands is this:

It's not about what you sell; it's about the value you offer.

Years ago, this sentence was perceived as merely a "marketing slogan." But not anymore. Today's consumers know that brands are not just commercial entities that produce products or services. They believe and demand that brands should have a stance, a character, a social role, and an ethical approach. I observe this very clearly in brand management processes: Consumers now want to connect with brands. At the heart of this connection are trust, transparency, value creation, and sustainability.

Consumer Data for 2025 Points to a New Era.

Global research and reports from behavioral scientists suggest that consumer awareness will change dramatically by 2025. There is some very striking data to support this:

70% - They never choose brands that do not adhere to ethical values.

64% want to see a brand's sustainability efforts.

58% of consumers make purchasing decisions based on whether the brand has a social stance.

72% say they would be willing to pay more for sustainable brands.

These data show not just a trend, but a rise in consumer awareness, a redefinition of brand loyalty, and that product quality alone is no longer sufficient. In other words, today a brand's task is not just to "produce good products," but to create good value.

What Benefits Does Sustainable Brand Management Bring to Brands?

I never view brand management as a “short-term project.” Brand management is a journey, a philosophy, an approach, and a responsibility. Sustainable brand management forms the backbone of this journey and provides brands with significant long-term advantages.

1- A Strong Reputation and Trust

Brands that act ethically gain more trust in the eyes of the public. Once this trust is established, it becomes the brand's strongest asset. What enables brands to survive during times of crisis is not their products, but their reputation.

2- A Loyal and Value-Oriented Customer Base

Consumers who embrace a brand's stance will support it for many years. Sustainability is not the fastest way to create loyal customers, but it is the most reliable. This group doesn't just buy the brand… they defend it, recommend it, and help it grow.

3- Premium Brand Perception

Sustainability is not just an environmental approach, it is also an indicator of quality.

Consumers think, "If this brand creates value, then its products must be valuable too." Many premium brands build this perception on the foundations of sustainability.

4- High Trust, Transparency, and Brand Value

Modern consumers "don't believe what they don't see." Therefore, brand transparency, openness, and a sense of responsibility are crucial. When a brand begins communicating transparently, even conversion rates increase. This is because people now feel the need to build a relationship with the brand.

5- Long-Term Growth and Resilience

Fast sales strategies generate revenue. But sustainable brand strategies secure the future. I believe three fundamental structures are essential for brands to have a long lifespan:

✔ Value-based brand story

✔ Consistent and ethical communication

✔ A "brand identity with a stance" regardless of whether it's for an individual or an organization.

When these three elements combine, the brand's lifespan is extended, its resilience to crises increases, and its loyalty is strengthened.

Why is Brand Management a Journey for Me?

And why is sustainability at the heart of this?

What I've learned from years of brand management is this: A brand is not just a business. It's a culture. It's the voice of a stance. It creates a community. It establishes an influence, and just like a person, it evolves, transforms, and grows.

That's why for me, brand management is a journey; not a one-off project. It's a long-term process where we shape the brand's personality, values, goals, and the mark it leaves on the world. A brand doesn't just offer a product; it offers a value, a stance, a responsibility, and that's the foundation of sustainable brand management.

The most valuable investment for brands in the 2025–2026 period is creating an ethical, transparent, responsive, and sustainable brand identity.

This identity;

• It creates a competitive advantage.

• It increases loyalty.

• elevates the brand to a premium position.

• It is the most powerful strategy that carries us into the future.

  
  

In short: A brand that creates value is a brand that has a future.