Non-Boring Ways to Communicate your ESG Strategy
There’s no doubt about it. One of the big benefits of adopting an ESG sustainability strategy is the positive affect it lends to your brand. Whether you’re a multinational corporation, a nonprofit or a corner store, stakeholders have an expectation that your organization will do good things in the world, and when you do, it regularly translates to stronger brand value. So clearly, it’s important to communicate the great work you’re doing as you pursue a sustainable future, but… talking about it can feel a little bit, well, icky.
And it makes sense. Accusations of greenwashing are rife in the consumer world, while just about every corporation caught up in a major scandal was throwing money at good causes. No one wants to be tarred with that brush. So how do you incorporate ESG into your communications strategy, without seeming disingenuous, or like a not-so-humble bragger? Here are a few things to consider.
Be Radically Honest
You’re excited about your strategy. You have BIG goals. Big. You’re going to breed pandas in your rooftop garden or rid the oceans of plastic. And this is important – having big, hairy goals that scare you a little bit is what makes real change. But it’s also important to be honest about where you’re at right now. Audiences tend to be skeptical of big claims without evidence that you’ve achieved them, or at least a clear plan to get there. Think of the rush of corporations committing to Net Zero goals by 2050 – laudable, certainly, but when they don’t share the plan for how, do you really believe they’re going to do it?
Being honest about what you’ve done is key to winning the trust of your audience, so don’t be afraid to be a little bit vulnerable. Tell them what’s been really hard about implementing ESG – perhaps you chose to drop a long-term supplier, and that was painful. Perhaps the neighbouring tenants complained about the noise when you installed that green roof (the one for the pandas). Perhaps it’s been tough for your employees to adapt to different ways of doing things, especially when they’re already so busy. All these things are normal, and OK. No one expects perfection when you implement ESG, and honesty about your struggles will have people cheering for you as you persist.
Keep it Light
We have enough heavy stuff in our lives. Climate. Corrupt governments. Your partner’s refusal to pick up wet towels off the bathroom floor. We’ve lived through nearly two years of the thing, for goodness’ sake.
While earnestness is quite a nice character trait, because it shows you care, and certainly has its place (annual reports, meetings with very serious and important investors), it’s good to be able to offer your audience a bit of relief from the daily grind.
The tone of voice you communicate with will depend on your brand and the nature of your organization, of course.
If you belong to an organization that already has a mission that lends itself to a bit of fun, lucky you. Playfulness in communication is a great way to tell a story, be memorable and keep your audience coming back for more. If you’re looking for a bit of inspo, may we politely suggest Talking Crap? This blog, from innovative social enterprise Who Gives a Crap, will have you in stitches, while covertly teaching you interesting things about toilet paper and turning you into a hardcore convert to their brand. Not convinced? Try reading their playlist for stubborn poo and try not to laugh out loud. We dare you.
If you’re a law firm or a hospital, writing poop blogs for your website or newsletter might not go down so well, so to speak. But there are ways you can incorporate levity, even for a more serious business. Maybe you held a staff tree planting day and it poured rain – clients will have a chuckle at seeing the senior partner completely drenched, but it will also show her authentic commitment to making a difference. And trust us, your employees will love it!
And speaking of pictures, there’s no rule that says you always have to communicate your ESG strategy in article form. Creative and easily digestible information “snacks” can be a great way to convey information without overloading a busy and time-poor audience. What about a short video they can watch on the train on the way into work? We love how much information Nerdy About Nature crams into his Instagram videos. Or you can jump onto Tik-Tok and challenge yourself to share something helpful, interesting or important in 30 seconds.
Be Helpful
Speaking of which. A great way to hose down any nagging worries that your ESG comms are a tad smug, is to switch the focus away from yourself. Instead of spending a lot of time talking about all the great things you’ve done, you can channel what you’ve learned to help your audience.
While you may not feel like an ESG expert in the early stages, you’ll be surprised by how much you have picked up as you take steps toward implementing your strategy. Chances are, you’ve made quite a few mistakes along the way, and that’s GREAT because that’s how learning happens. And by communicating those learnings, you’re helping those who are sharing this important journey with you. As the always-wise Eleanor Roosevelt said, learn from the mistakes of others. You can’t live long enough to make them all yourself.
This is a great list of corporate blogs that do just this – tell a compelling story, offer helpful advice and bring people along on the journey. Ever felt strangely drawn to read something from John Deere? Us either. Until now.
The long and the short (or, TL;DR as the young’uns say) is that your ESG communication doesn’t have to be boring, self-congratulatory or full of hot air. It doesn’t have to feel icky. By being truly honest about your ESG journey, bringing the fun into your communications, and treating ESG communication as a way to help others, you can build fantastic authentic engagement with your brand, and feel good while doing it. Because if you’re having fun writing, your readers will have fun reading.
