5 tips to get your ESG communications strategy right

I read a good piece on PR Moment recently that suggested big businesses are growing shy about talking too much about their ESG activity.

The rise of so-called ‘green-hushing’ – companies being more considered about how they communicate responsible business actions – has apparently been driven by greater scrutiny from stakeholders and concern about being accused of greenwashing.

Analysis suggests a decline in use of the ESG acronym in external communications, with job titles containing ESG also starting to disappear. This is perhaps no bad thing. In my view, getting ESG right has always been about deeds not words.

The clamour to get on board the ESG bus has led to a misunderstanding of the issues and companies not having a well thought-out ESG communications strategy. Here’s some tips for how businesses can get it right and tell their story in a more natural way.

1. Understand what ESG really is

It’s helpful to understand how we got here in the first place. The buzz around ESG has been driven by the rise of socially conscious investing. What started merely as a risk register for investors gradually became a catch-all term for the way a company behaves.

Businesses of all sizes have woken up to the fact that people want a brand to stand for something more and to embed a purpose-led mission within their strategy.

It really doesn’t matter whether you call it ESG, responsible business activity, or just “doing the right thing”, it’s about acting in the best interests of all stakeholders.

Though there is overlap, ESG should not be confused with CSR, and I discussed the important difference between the two in a previous post about how the property sector can embrace ESG.

2. You’re probably already ‘doing ESG’ so define and map it

While there’s a tendency to think of ESG as something new, you’re likely already doing many things that would be measured under an ESG framework.

For example, if your business looks for ways to have a positive influence on society, prioritises employee wellbeing, rewards employees fairly, or strives for greater equity in recruitment, then you’re on your way.

To understand the progress you’re making on ESG, you need a baseline to measure from so it’s important to do an audit of your current position. The organisation Blueprint for Better Business has some great information in this area, including the principles of a purpose-driven business.

The RepTrak reputation model, below, is also a great framework for measuring corporate reputation and ESG factors.

3. Look where further action is needed

This sounds obvious but improving your ESG credentials isn’t something you make up as you go along. It needs a thought-out strategy with clear objectives and a roadmap for measuring success.

Think about the areas where your business still needs to improve and what your goals are for each strand of ESG. For example, it may be improving board diversity or setting a clearer path towards carbon net zero.

You’re more likely to hit these targets if you set specific goals and are transparent in measuring and reporting on them.

4. Align your ESG focus with your purpose and values

It becomes easier for businesses to be purpose-driven if that purpose is aligned with what the business does, as well the personal values its leaders and people stand for. In turn, this makes it simpler for the business to talk about purpose because it feels natural.

Time-honoured examples include banks supporting financial literacy projects, food brands ensuring a fair deal for farmers, or personal hygiene brands campaigning on equality.

Think about where you can make a real impact and how that facilitates natural storytelling, rather than it being forced.

5. Be selective

Just because you’ve done a good deed, doesn’t necessarily mean you have to tell people about it. I say this because responsible business actions that may once have been considered ground-breaking have now become the minimum expectation.

Promoting some actions may lead to a ‘so what?’ response. It means businesses may need to be more ambitious and selective with their ESG initiatives and how they communicate them.

If you think your PR and communications strategy needs some fresh eyes, we’d love to help. Please contact Andrew Taylor at hello@freshfield.com or complete our online form here.