In the latest MAD//Moments interview from this summer’s MAD//Fest, Roger Wade, founder of Boxpark, talks about why ESG is vital for all consumer brands wanting to succeed in the future. 

In today’s consumer landscape, Environmental, Social, and Governance (ESG) principles are no longer optional—they're essential for long-term success. Roger Wade, founder of BoxPark and BoxFresh, and now the head of Box Fund, a consumer brand fund, emphasises the importance of ESG in building future-proof businesses. “Nearly a third of all investments now is made in ESG. It’s the fastest growing sector in investment,” Wade explains, highlighting the growing pressure from investors to adopt sustainable practices.

Wade’s own commitment to ESG is evident in his backing of innovative products like Nude, a biodegradable chewing gum. “We’re going to try and get rid of the world of plastic chewing gum... it’s better for the world,” he says. With 32 billion pieces of plastic chewing gum produced annually, Wade’s initiative reflects a broader shift towards sustainability that consumers and brands alike are embracing.

For companies looking to thrive in this new market, Wade stresses the importance of understanding the fundamentals of brand growth—product, traffic, and team. “If you’re a CEO, you’ve got to have the champion of product, the champion of marketing, and the champion of operations and team,” he advises, underscoring that strong ESG strategies should be integrated into every aspect of a business.

As the demand for sustainable brands continues to rise, Wade urges businesses without an ESG strategy to act fast. “Start one tomorrow, because it isn’t just about purpose,” he says. ESG is becoming a critical factor for both consumers and investors, and those who fail to adapt may struggle to secure funding in the future.