Log in
8 August 2023

How Burberry became the ESG leader in UK fashion

A data-driven consumer sentiment analysis of what made Burberry such an outlier of positivity on social media

DataEQ recently completed its inaugural UK Fashion ESG Index, analysing over 1.8 million public mentions related to prominent UK fashion brands – ASOS, Boohoo, Burberry, H&M, JD Sports, Next, Primark, Superdry, and Ted Baker.

The majority of these mentions originated from Twitter, supplemented by other online sources, from 1 January 2020 to 31 December 2022. Of these, 16.7% of conversations referenced ESG topics.

Burberry leads the way in ESG sentiment analysis


Burberry was a true outlier in the index – standing out from the crowd as the only brand to record positive sentiment across all three ESG segments. And when compared to other brands, the results indicate Burberry’s significant performance in these crucial areas.

With just 7.1% of the total ESG conversation volume, it’s clear that Burberry is sewing sustainability, social responsibility, and good governance into the very fabric of their business model.

DataEQ’s analysis of Burberry’s performance in the UK Fashion ESG Index [Link to index request page] provides a data-driven perspective on the effective implementation of ESG measures and their subsequent public perception. This analysis delivers invaluable insights and serves as a benchmark for other brands looking to enhance their ESG performance and reputation.

Environmental factors

environmental In contrast to the industry average, which saw 75.1% negative conversation for environmental matters, Burberry distinguished itself by being the only brand with more positive than negative conversations.

We saw mentions and press articles praising Burberry’s efforts to reduce its carbon footprint. Other noteworthy mentions referred to initiatives like designing outfits out of waste material, gifting unused fabric to fashion students, and discontinuing the use of exotic leather in their clothing lines.

Through conscious effort and marketing of their environmental responsibility, Burberry gained a lot of positive chatter and set an example that environmental sustainability isn’t just in vogue – it’s a necessity for many consumers and the industry as a whole.

Social factors

social breakdown

Burberry’s support of social causes also caught the attention of discerning consumers. Again, Burberry was the sole brand with a higher proportion of positive to negative social conversation in this conversation, by a wide margin.

Examples of these initiatives include Burberry’s partnership with the Leeds Playhouse, which included the development of the Burberry Inspire programme and its partnership with MacMillan Children’s Books aimed at fostering the love for reading by opening libraries at several schools.

Furthermore, Burberry’s efforts in repurposing its Yorkshire trench coat factory to produce Personal Protective Equipment during the COVID-19 pandemic were also acknowledged and appreciated.

Governance factors

governance breakdown

When looking at governance-related conversation, there’s often a considerable overlap between the three ESG segments, especially concerning brand actions and policies around environmental and social issues.

So it stands to reason that Burberry led the way in this ratio as well with an impressive 79.5% positivity and only 20.5% negativity. This was significantly influenced by a post from Manchester United’s Marcus Rashford about his partnership with Burberry. His post said that Burberry shared his vision of supporting vulnerable communities and how they proved their commitment through notable financial contributions. Tailored Takeaways

Burberry showcased that with the right patterns of commitment to the environment, society, and good governance, brands can attract positive attention from ethically-conscious consumers.

For various reasons covered in our UK Fashion ESG Index, we believe that Burberry’s commitment to ESG-related concerns isn’t just a momentary trend; it’s an indication that fashion brands need to prioritise sustainability to remain relevant.

The fine threads of analysis and insights showcased here are a testament to DataEQ’s prowess in ESG data analytics. Navigating the world of ESG monitoring and reporting sustainability can be challenging, but with DataEQ, the patterns become clear.

Contact us for more information on our new ESG monitoring solution.

Contact us to read the full report

We use cookies on this site to provide basic functions and to improve the experience over time by better understanding our users. 
By using this site, you acknowledge that you have read and understand our cookie policy.