Experts from Unicorn Factory Lisboa and PwC are highlighting the increasing integration of Environmental, Social, and Governance (ESG) principles within the Portuguese startup ecosystem. Gil Azevedo and Paulo Ribeiro discussed how ESG considerations are now fundamental to startup development, rather than simply an add-on. This shift reflects a growing investor and consumer demand for businesses demonstrating social and environmental responsibility. The integration of ESG factors is seen as crucial for attracting funding and achieving long-term sustainability. Both Azevedo and Ribeiro emphasized that startups prioritizing ESG are better positioned for success in the current market. This trend indicates a maturing startup landscape focused on responsible innovation and value creation beyond purely financial returns.