What makes a great ESG communications strategy?
As companies around the world publicise grandiose ESG commitments, the attention will naturally turn to their action plans. Are they going to be able to walk the walk?
The imperative on companies to be sincere, transparent and accurate about their commitments has made effective ESG communications a non-negotiable. Not only are communications teams key to refining the messaging around ESG, but they can also help demonstrate accountability and ensure companies talk authentically about their progress.
A good example of this is Unilever (NYSE:UL). Their Sustainable Living Plan, a 10-year initiative from 2010-2020, made big promises but at the same time communicated honestly about them. In their progress report published in March 2021, they presented which objectives they had hit as well as those they had missed. Their willingness to be open about their progress made their commitment to corporate sustainability more authentic.
So, what does a great ESG communications strategy look like? What benefits will it bring to companies striving for excellence in this area? Let’s review five key aspects.
Know who you are speaking to
Understanding the audience for your ESG communications is a critical first step. What are their priorities? How do they prefer to consume content? What are they looking for and how can you meet and exceed their expectations? This also forms the basis for your ESG messaging. Although it can take time to get it right, the effort pays dividends because a compelling narrative can build up your brand and reputation fully aligned with your ESG values.
Creativity is key to internal engagement
Be mindful that your employees are receiving a deluge of information every day. To cut through the noise, be creative in the way you communicate about engagement activities such as volunteering – for example, you may create a mini-campaign to generate buzz and enthusiasm. Volunteering has proven effects on employee’s confidence and the pandemic has heightened the interest in companies empowering their people to support local communities.
Resonate with your employees
A key consideration when developing your narrative is to ensure it resonates with each employee so that values and rewards are aligned. Doing so will ensure most employees are connected and willing to effect change – they need to be the main advocates of the initiative if it is to succeed and have a real impact. This can only really happen with effective employee communications encouraging alignment to the shared ESG vision.
Connect across all levels
To develop a true narrative, communicators need to work closely with business leaders and at the same time consider the employee value proposition and company-wide objectives. Only by considering all of these stakeholders can an effective communications strategy be developed and then deployed on the best platforms to maximise engagement. Social is the prime aspect here, and ensuring staff members are familiar with what is being said about your ESG activity externally, so that multiple narratives are not being used.
View ‘E’, ‘S’ and ‘G’ as interconnected
ESG is a framework for holistic transformation, giving businesses the opportunity to rethink how they operate and engage their employees. Communication has an important role in connecting each of the various elements into a compelling corporate story of change and impact. But doing so hinges on seeing each aspect of ESG as interconnected and mutually reinforcing as opposed to siloed or independent of the others.
ESG communications is a rapidly growing area and can act not only as a differentiator, but also a value adder for businesses that do it well. With growing concerns around environmental and social issues, the spotlight is on companies to both have a position and follow up any commitments with concrete action. Taking care to craft a compelling and substantial ESG narrative can and will pay off in the long run.
We hope you found this article useful and informative. If you would like to learn more about how we can help you with ESG communications, please contact us.