How to improve your sustainability communications
Written by Hannah Frost.
The slow pace of change in the field of sustainability has been frustrating. In the past, as a communications professional working for a multinational bank, I was often given an eye roll in meetings when I pushed for action on sustainability-related areas. I was left wondering the reasons and understanding behind the pushback. Today, I have my own sustainability communications practice and realise how much more information, data and training is needed in the Environmental, Social and Governance (ESG) space. Everyone in the organisation needs to be informed and included in the messaging beyond the executives and sustainability experts. Communication needs to be effective without any 'green washing', which can be challenging if you haven't tackled these issues before.
Defining ESG for today's world.
There are many different contexts to sustainability. When it comes to ESG, it gets even more complex. One standard definition describes ESG as the set of criteria and standards for a company's operations that socially conscious investors use to screen potential investments. Environmental criteria consider how a company performs as a steward of nature. Social measures examine how it manages relationships with employees, suppliers, customers, and the communities where it operates. Governance deals with a company's leadership, executive pay, audits, internal controls, and shareholder rights.
When it comes to ESG's, metrics is the common theme. This definition refers to the metrics related to intangible assets within the enterprise. Research shows that intangible assets comprise an increasing percentage of future enterprise value. While there are many ways to think of intangible asset metrics, these three central factors together, ESG, include a label that has been adopted throughout the United States financial industry. They are used for a myriad of specific purposes with the ultimate objective of measuring elements related to sustainability and the societal impact of a company or business.
Are you feeling confused yet? It's little wonder some organisations are hesitant to dive into this type of communications programme when it's a minefield to navigate. How do you go about understanding what you need to communicate to represent your organisation best?
Start with understanding your target audience; are they future ESG specialists, sustainability communicators or clients, or looking at improving their ESG strategy and approach. Then, look at what your company would like to achieve the most in this space. When deciding on this, it could be as simple as going back to the basics of what your company does. For example, if you are a fintech, start by asking questions like "how green is our software and rack storage space?".
There are many ways to bring ESG pitches and strategy more effectively to life, including storytelling/animation and video using industry-relevant case studies and experiences, which can help land the message concisely with your audience. Short sharp pieces emphasising proof points and measurement could be released frequently to help influence a shift in thinking towards people and the planet in a fun and engaging way.
Once you have honed down where you start, you can focus on your upskilling in this space. Your next challenge will be designing the right training course for your employees, but that is for another time.
Hannah Frost : ESG and Sustainability Communications Specialist @ Frost ESG
