We know how much time and planning goes into your ESG policy; it isn’t just something that happens overnight. Therefore, we know that shouting about your ESG efforts is just as important as executing them.
If you don’t already know, an ESG policy is a company’s plan for addressing environmental, social, and governance factors. It’s crucial because it:
- Shows commitment: Demonstrates a company’s dedication to sustainable and ethical operations.
- Aids investors: Allows investors to evaluate a company’s potential risks related to ESG issues.
- Ensures compliance: Helps companies adhere to relevant regulations and standards.
The policy is based on the following three areas:
- Environmental: Strategies for minimising environmental impact and carbon emissions.
- Social: Policies concerning employee welfare and ethical labour practices.
- Governance: Rules for decision-making and accountability.
If you need some help getting started with your ESG policy, check out this article, 24 Ideas For Your ESG Policy. Once you have your ESG policy in place, it’s time to shout about it.
What Should You Shout About?
Everything! No matter how big or small the policy you have in place, you should let all your stakeholders know about it. These can be things such as:
- Do you have a flexible working policy?
- Do you use renewable energy?
- Or use a member of your supply chain who does?
- What do you do to be compliant?
- Do you have risk assessments in place?
- Do you have health and well-being policies, such as period leave?
These are just some of the many things you should be shouting about; anything you do within the three areas: social, governance, and environment, you should be telling people about it through your marketing! People want to hear about it, with consumers across all generations now saying they are willing to pay more for sustainable products and with 85% of investors thinking that ESG investments will help not just to build resistance but also see an increase within their final return, it is worth investing within your policy and making people aware it exists! However, there are some things that you should be mindful of when sharing your policy.
What Should You Be Careful Of?
There are, however, three main things you need to be cautious of when shouting about your ESG policy:
- Greenwashing – When a company has made out that they are doing certain behaviours or activities that make people believe they are doing more to protect the environment than what they are doing, which is misleading.
- Greenhushing – When a company withholds information about its environmental performance on purpose, this is known as greenhushing. This is due to their fear of criticism, as they are worried they could be branded as ‘greenwashing’ or face backlash from investors.
- Greenwishing – When a company expresses its goal/ desire to increase its sustainability or eco-friendliness, yet it is too ambitious and unrealistic. It’s characterised by wishful thinking rather than concrete, achievable plans.
How Should You Shout About It?
There are many different ways in which you can communicate your ESG efforts to your stakeholders; we’ve listed four things which you should keep in mind about how you should tell your ESG story.
1. Through storytelling
The power of storytelling: Storytelling transforms marketing by creating an emotional resonance with audiences. This tool builds trust, influences customer behaviour, and differentiates brands. By telling your unique ESG story, you can stand out in the market, talk about how it’s come about and why, make it personal, and talk about your journey and where you are currently. Make your audience feel they are a part of this journey with you.
2. Remember to be as honest as you can.
Honesty is the best policy, which you’ve probably heard a lot, and when it comes to telling your ESG story, it’s something you should follow. Findings from a recent consumer study highlight the growing importance of brand trust, showing that 70% of consumers, regardless of gender, income, or age, prioritise it more today than in the past. Linking back to earlier in the article, ensuring you are not greenwashing but not greenhushing is essential. If you have an ESG goal for your business, which was meant to be completed at a specific time but wasn’t made, tell people and explain:
- Why it wasn’t met
- But how far did you get with the goal
- The new adjusted goal with a different deadline in place, and what will be done to reach it.
Again, make them feel they are part of your journey and understand exactly why or why not something has happened, just be honest!
3. Always think back to the Bigger Picture
There are many reasons why you should have an ESG policy; it can aid with the recruitment process, can be a competitive advantage, help with innovation and increase your sustainability efforts, but when it comes down to telling people about your story, always ensure you are thinking about back to The Bigger Picture.
With all of our clients, we begin with the Bigger Picture process, where we will conduct and create the following:
- Competitor analysis
- Industry insights
- Target audience personas
- Positioning, branding/messaging
- A full review of their marketing
- Strategic recommendations
- An action plan
Earlier, we mentioned sharing all of your ESG efforts, which you should do! But it’s important always to think back to The Bigger Picture and where you want to be as a business. Think about your target audience, what platforms they are on, and what policies they will care to hear about most. Are you seeking investment? Therefore, a brochure laying out every policy you have in place will be most beneficial. Aligning your goals with your marketing efforts is important to ensure you are getting the most out of your investment.
4. Data, data, data
Where possible, always back up any claims you are making with data or any evidence you have to prove this claim. The more evidence is shown, the more trust you will build with your audience. So, where do you share this information?
Finally, Through Which Mediums?
Newsletters – If you regularly reach out to your stakeholders, then including what ESG efforts you have recently done is an excellent way to let people know; having a dedicated section within your emailer for ESG updates can show your audience the regular contributions you are making.
Social Media – Social media is an excellent place to tell the world what you are doing as a business; it’s a great place to update your community regularly. We always plan our social media content for us and our clients a month in advance, so we recommend including 1-2 posts per month based on your ESG activities. Run a campaign letting your audience know of policies you have implemented and see the feedback you have received. But always remember who your target audience is and what they will be most interested in seeing.
Website Section – Many people will view your website: current clients, potential clients, investors, etc. Therefore, having a dedicated section about your ESG policy and data to support this and quotes from employees or clients on how certain policies have been beneficial to them will help build a strong picture of all that you do.
On your packaging – With limited space, this could be difficult; however, adding the B Corp logo, or ‘made using carbon neutral materials’, could decide between someone choosing you or a competitor’s product.
Printed Materials – A brochure, leaflet, or business card can all be places where you talk about your ESG policy. Similar to your packaging, you can add the B Corp logo or a simple slogan to your business card or leaflet. Regarding brochures, you could either have a dedicated ESG section or a dedicated ESG brochure.
See how we helped our client OFP with this digital brochure ↓
Need Help?
Want help in showcasing your ESG efforts and ensuring you are telling the best ESG story? We can help you. To get started book a free consultation with one of our Marketing Managers today:
