Shaping Responsible Consumer Behavior in Mongolia

Client: People In Need Mongolia

Project: SOGE

Date: 2025

Location: Ulaanbaatar, Darkhan and Erdenet in Mongolia

In 2025, we organized four public engagement events across Ulaanbaatar (Shangri-La Mall, Zaisan Hill) and regional cities (Erdenet, Darkhan) to promote ESG standards and encourage consumers to make more informed, environmentally responsible purchasing decisions. Through interactive event formats, simplified messaging, and direct audience engagement, we successfully increased awareness and introduced practical habits such as recognizing ESG labels and considering product impact during purchase. This experience highlights our ability to deliver multi-location outreach events, engage diverse audiences, and translate complex concepts into actionable behavior change.

Challenge

At the time of implementation, ESG standards were still relatively new in the Mongolian market, with limited consumer awareness and understanding of their relevance to everyday purchasing decisions. As a result, consumers were not actively considering ESG criteria, lacked the ability to distinguish responsible products, and had not yet developed sustainable consumption habits. This risked ESG remaining a passive label rather than a practical decision-making tool. Therefore, the key challenge was not only to raise awareness but to drive behavioral change, positioning ESG as a clear, actionable standard in daily life.

Solution

To address this challenge, we implemented a multi-location public engagement campaign featuring four experience-driven events across Ulaanbaatar, Erdenet, and Darkhan to connect with diverse audiences. The campaign used a behavioral approach-guiding participants from awareness to action-through interactive product showcases and simplified ESG messaging that made complex concepts practical and relatable. On-ground activations and storytelling further encouraged consumers to actively engage, evaluate, and choose ESG-aligned products. Implemented within a public sector framework, the campaign achieved broad reach while building trust, inclusivity, and stronger recognition of ESG standards.

Result

The campaign delivered strong results in both awareness and behavior change. ESG standards became more visible and better understood across diverse audiences, while consumers developed a clearer understanding of their environmental and social significance. This led to a noticeable shift in purchasing behavior, with more people considering sustainability and product impact in their decisions. Importantly, the campaign helped establish ESG as an active decision-making tool, encouraging more conscious and responsible consumption habits.

PROJECT TEAM

• CEO: Dovdonbalbar T.

• Senior Account Manager: Bulgankhishig T.

• Account Manager: Munkhtamir Z. Munkhzaya S.

• Assistant Manager: Tengis M. Undrakhgerel D.

• Director of Photography (DOP): Amin-Erdene P.

• Art director: Enkhjin Ya.

• Designer: temuulen. P

• Videographer: Temuulen D. Bilguun Ts.

• Production assistant: Khangerel

What began as an effort to raise awareness evolved into a movement toward action - where consumers are no longer passive observers, but active participants in shaping a more responsible and sustainable marketplace.