Purpose and ESG in 2026: From Narrative to Evidence

For a long time, purpose and ESG have lived comfortably in brand statements, campaign lines and annual reports. In 2026, I see that comfort disappearing. The conversation is slowly but surely moving away from what brands promise and towards what they can prove.

Purpose and ESG in 2026 by Marwa Kaabour

This shift matters for marketers. Purpose and ESG are no longer just storytelling territories; they are becoming signals of how seriously a business is preparing for the future. And audiences are paying closer attention.

What’s driving this change is not one single trend, but a combination of pressure points that are becoming harder to ignore.

First, expectations are getting clearer. Sustainability claims are no longer floating in a grey area. Across markets, reporting rules are tightening and benchmarks are becoming easier to compare. That makes vague language risky and loose promises easier to challenge.

Second, ESG is increasingly linked to business confidence. Investors and partners are looking at how organisations manage resources, people and risk as indicators of long-term stability. In other words, ESG has gone from a side conversation to a key part of how resilience is judged.

And third, trust is fragile. Consumers are more sceptical of big sustainability statements, especially after years of greenwashing headlines. At the same time, many brands are becoming more cautious, unsure of how much to say without inviting criticism. This puts marketing teams in a tricky position.

Less storytelling, more substance

So, what does this mean for marketing and communications teams in 2026?

Put simply, purpose storytelling needs to grow up. Emotion and narrative still matter, but they are no longer enough on their own. Audiences want to understand what has actually changed, not just what a brand believes in.

This means marketing teams will need to work more closely with the rest of the business. ESG does not sit in one department; it cuts across operations, finance, HR, supply chains and partnerships. Marketing’s role is to translate that reality into language people can understand, without exaggeration or over-simplification.

Purpose shows up in practical choices

Another shift we are seeing is where purpose shows up. Increasingly, the most believable ESG stories are not built around standalone initiatives or campaigns. They are reflected in everyday business decisions.

Across the region, this is becoming more visible in core assets and infrastructure. When a major events venue like ADNEC moves to operate fully on clean energy, supported by large-scale solar installations and clean energy procurement, it signals a long-term operational commitment, not a mere marketing exercise.

In areas like mobility, energy and infrastructure, purpose is often visible in what a business enables – from improving efficiency and reducing friction, to supporting lower-emission models and smarter systems.

Why the regional context matters

The Middle East, and the UAE in particular, adds another layer to this conversation. Sustainability here is increasingly tied to growth, innovation and long-term competitiveness. As a result, ESG is quickly becoming a requirement, especially in sectors that shape how cities and economies function.

This creates opportunity, but also responsibility. Brands need to be clear about what is real, what is in progress, and what comes next.

Local relevance also matters. ESG stories resonate more when they connect to issues people care about on the ground, be it efficient use of resources, community impact, job creation, or building systems that support future generations. When purpose is framed this way, it feels more meaningful and less imported.

What marketers should focus on in 2026

Looking ahead, a few simple principles can help guide purpose and ESG communication.

Focus beats volume. It is better to do a few things well and communicate them clearly than to list dozens of initiatives with little depth.

Compliance is the baseline. Meeting requirements is expected; differentiation comes from what brands do beyond that.

Integration matters. ESG should influence how brands operate and innovate, not just how they communicate.

Honesty builds trust. Clear, measured communication, even about what is still in progress, is more credible than polished but vague claims.

In 2026, purpose will be defined by who shows consistent action over time.