Do you think that ESG is a value proposition or not?

Our company mission is to create solutions for people to adopt paperless receipts, and not just receipts, but reduce waste on paper/plastic/etc. on the commerce cycle. Many people tell me that our product, which focuses on the environmental result, is not viable and probably most people wouldn't even care. I even talked to a fellow startup in the same space and they told me they gave up because no one cares. Part of our value proposition is how beneficial our solution can be in the long-term, and I hope I can gain more confidence, and data to support my belief. What do you think?