‘Growth redefined': unveiling our impact report for FY23
By Sally Pritchett
CEO
Discover the power of proactive action and impactful change in our FY23 Impact Report: 'Growth redefined'.
Discover the power of proactive action and impactful change in our FY23 Impact Report: 'Growth redefined'.
We are committed to creating a meaningful difference, not only through the impactful communications we produce for our clients, but also in the way we operate our business. For us, making a meaningful difference is more than good intentions and promises; it’s about taking proactive action. That’s why we are thrilled to present our FY23 Impact Report, titled ‘Growth redefined’. This report is proof of our unwavering commitment to redefining what growth means and creating a positive impact.
Our impact report provides a comprehensive overview of our efforts in the areas of Environmental, Social, and Governance (ESG) from April 2022 to March 2023. It delves into our initiatives and outcomes, showcasing how we are integrating sustainability, inclusivity and responsibility into every aspect of our business. From raising our voice about the harm of plastic pens to creating a county-wide LGBTQ+ network, our report highlights the tangible steps we have taken to make a difference. We are also excited to share our plans for the year to come.
Our commitment to impactful change
While doing the right thing has always been part of our DNA, our passion for making a positive difference has never been stronger. ‘Growth redefined’ summarises the progress we have made and the impact we have had over the past year. It is a testament to the dedication of our team, who consistently go above and beyond to create meaningful change. Creating a meaningful difference is not a catchphrase for us; it is the driving force behind everything we do. When we encounter challenges, we take action. We don’t shy away or stand on the sidelines; we stand up for what we believe in, even when it’s not easy.
As we celebrate the publication of ‘Growth redefined’, we are excited for the future and the opportunities it holds. Our commitment to making a meaningful difference remains steadfast, and we are eager to continue pushing the boundaries of what is possible. We invite you to join us on this transformative journey as we redefine growth, embrace sustainability, and work together to create a better world.
Celebrating one year as a B Corp: using business as a force for good
By Sally Pritchett
CEO
It's been an incredible journey for Something Big as we celebrate our one-year anniversary as a certified B Corp.
As we reach our first B Corp birthday, we wanted to reflect on this milestone and its alignment with our values and commitment to ethical practices.
The B Corp movement represents a new business approach, prioritising purpose alongside profit. For those unfamiliar with the movement, B Corps are companies that meet the highest standards of social and environmental performance, transparency, and accountability. All B Corps undergo a rigorous assessment to ensure they are making a positive impact in areas such as governance, workers, community, and the environment.
Aligning values with actions
Becoming a certified B Corp last year was a natural progression for us, due to our unwavering commitment to always do the right thing. The B Corp movement embodies our belief that business should be a force for good, not just in words but in actions. By meeting the B Corp standards, we have joined a global community of like-minded organisations that are reshaping the future of business.
Even before our certification, Something Big was on a journey to be a force for good. Doing the right thing has always been in our DNA. But the B Corp framework enabled us to solidify our commitment to social and environmental consideration, and holds us accountable as we work towards making a meaningful difference to people and planet.
The power of community
One of the most inspiring aspects of being a B Corp is the sense of community. We are proud to be part of a global network of businesses united by a shared purpose: using business as a force for good. This community serves as a source of inspiration, collaboration, and learning.
Alongside fellow co-chairs, our CEO Sally has taken a proactive role in leading the B Corp movement locally, by starting B Local Surrey. Recognising the importance of collaboration and knowledge-sharing, Sally and her co-chairs have brought together businesses across Surrey, building a local community of B Corps (and those who aspire to become one) who now meet for networking and information-sharing events.
Growth redefined
As we celebrate our one-year anniversary as a certified B Corp, we are thrilled to be publishing our impact report for FY23, titled ‘Growth Redefined’. This report tells the story of our efforts to create meaningful change for people and planet over the past year. We invite you to check out our impact report and join us in celebrating the progress we have made this year, and the plans we have made for the future.
Together, we can redefine what it means to grow as a business, creating a future where prosperity is not only measured by financial gain, but by the positive contributions we make to the wellbeing of people and the planet. Get in touch if you’d like a copy of our impact report to be shared with you as soon as it is published.
Moving forward with purpose
As we celebrate our one-year anniversary as a B Corp, we are more committed than ever to driving positive change. We recognise that the work doesn’t end with certification; it is an ongoing journey of continuous improvement. We will keep challenging ourselves, setting ambitious goals, and pushing the boundaries of what it means to be a responsible business.
Key insights on diversity, equity, inclusion, and belonging from the UK's Best Workplaces™
By Sally Pritchett
CEO
Want to create a more diverse, equitable, and inclusive workplace? In this blog we share insights from the UK's Best Workplaces™ on how to create a culture where everyone feels valued, respected, and heard.
Last week, we had the privilege of taking part in Great Place to Work‘s first ‘For All Community’ event. The inaugural event gathered the UK’s Best Workplaces for meaningful discussions on diversity, equity, inclusion, and belonging (DEIB).
We heard from DHL (the World’s Number 1 Best Workplace) and our CEO, for a panel discussion on DHL’s global group-wide approach to belonging. Speakers from Cisco (the UK’s current Number 1 Best Workplace), Vodafone and Version 1 discussed the balance of DEIB in today’s world, with a focus on the role of employee resource groups (ERGs). We then heard from The Prince’s Trust, as they shared how ‘listening into action’ can make an impact.
To help you to foster an inclusive and equitable workplace, we have compiled some key insights from the event:
Prioritise communications
Clear and effective communication emerged as a vital element of successful workplaces. An analysis of anonymous feedback from the UK’s Best Workplaces revealed that strong communication was a top reason employees choose to stay. To build trust and transparency, alignment and understanding, and empower the employee voice, businesses need to prioritise their communication practices.
Connect the dots
While the ultimate responsibility for DEIB may vary across organisations, it is crucial for the communications and HR teams to work together and support each other. By fostering a strong partnership, these teams can develop and put in place DEIB strategies that drive positive change.
Maximise the potential of surveys
The phrase ‘what gets measured gets done’ was regularly repeated. Several speakers emphasised the significance of measuring progress to ensure meaningful change. Employee surveys can help you to gather valuable insights and enable you to prioritise employee feedback. Focus on improving survey response rates to gain a deeper understanding of your organisation’s DEIB landscape.
Listen to employee feedback
Actively listen to employees. Provide them with feedback on the insights learned from surveys or other channels. Play back what you’ve heard, what you’re going to work on, how they can help change, the timescales for actions. If there is anything difficult to solve be clear on this and set expectations.
Support ERGs
Employee resource groups and networks play a pivotal role in creating inclusive environments. Organisations need to value the expertise that sits within their ERGs, celebrate them, and provide adequate support and resources. Empower your ERGs to have clear missions and amplify their voices within the organisation.
Encourage human leadership
Leadership plays a critical role in shaping the company culture. Encourage leaders to lead with compassion and vulnerability, fostering an environment where open conversations about DEIB can thrive. Equip them with the necessary tools and resources to navigate sensitive discussions effectively and drive meaningful change from the top.
Foster a psychologically safe culture
Creating a psychologically safe workplace is essential for promoting DEIB. Establish an environment where mistakes are seen as learning opportunities. Equip your teams with the tools so that they can address harmful behaviour through “calling in” rather than “calling out”. Foster open conversations, provide education and awareness programs, and create safe spaces for employees to learn and grow.
Treat people as individuals
Every employee brings their unique identity and experiences to the workplace. Even within a global business with tens or hundreds of thousands of employees, recognise and respect individuality, valuing the diverse perspectives and talents that each person contributes.
Within all the discussions and insights shared at the For All Community event, one key message resonated strongly: do what you can today to keep diversity, equity, and inclusion moving forward. Each day presents an opportunity to make a meaningful difference.
We’re here to help you with your DEIB efforts, supporting you with impactful and authentic communications that foster a genuine sense of belonging.
Diversity and Inclusion Calendar
By Sally Pritchett
CEO
We have created a comprehensive, downloadable, diversity and inclusion calendar for 2023 - so you never miss an important date.
Diversity and inclusion isn’t a short-term objective that you can tick off the list – it’s an ongoing commitment to ensuring that every individual in your workforce feels heard, respected and valued, and has an equitable opportunity to fulfil their potential.
This calendar has been designed to help you keep your diversity and inclusion employee engagement programmes on track. Our DEI calendar includes a wide range of cultural, racial, religious, age, gender, sexual orientation and disability awareness dates.
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6 months on: revisiting the ‘plastic straw’ of the marketing and communications industry
By Sally Pritchett
CEO
Six months ago, we voiced our concerns and urged businesses to halt the production of single-use branded pens. To keep up the momentum, we are revisiting the issue today.
Single-use plastics have come under intense scrutiny in recent years due to their significant environmental impact. Governments and large corporations have taken measures to restrict the use of disposable items such as straws, bags, bottles, and cups, reflecting the growing concern surrounding single-use plastics. When reviewing our industries environmental practices, we found parallels between single-use branded pens and plastic straws so launched this campaign six months ago.
The scale of the pen problem continues to be a pressing issue, with approximately 15 million plastic ballpoint pens being purchased worldwide every day. Recycling these pens is challenging due to their composition of plastic and metal elements. Consequently, a large number of pens still find their way into landfills, contributing to the growing problem of environmental pollution.
We know marketing and communications departments can be big culprits in the producing of single use branded pens, often relying on these cheap and easy giveaways for events, launches, exhibitions or campaigns, so we’ve decided to lead the charge in making a positive change. There are more sustainable alternatives readily available, including:
- Biodegradable pencils made from responsibly sourced and recycled paper.
- Seed pencils that contain water-soluble seed capsules, allowing users to plant them and promote eco-friendly messages.
- Compostable pens crafted from materials like cork and wheat straw, which are free from plastic and degrade naturally.
- Refillable pens that can be reused multiple times, minimizing waste.
To ensure the effectiveness of these alternatives, it is essential to provide clear instructions on how to recycle or dispose of them properly, preventing them from ending up in landfills inadvertently.
Leading the charge for positive change
Here are immediate steps that we believe every marketing and communications professional can take when it comes to branded pens:
- Develop long-term branding strategies: When designing promotional items, consider the longevity of the branding. Avoid using elements like specific dates, fleeting celebrations, event names, or short-term campaign straplines that may render the items obsolete quickly. Instead, focus on more timeless logos and permanent straplines to extend the lifespan of all promotional materials.
- Efficient stock and returns management: Implement a robust returns system to collect unused marketing materials and giveaways from events. Encourage colleagues to gather these items rather than discarding them. Regularly review your stock to avoid unnecessary wastage and reduce the quantity of items sent to events based on the returns received. Breaking the habit of providing an excessive number of giveaways can help mitigate waste.
- Responsible recycling practices: If you find yourself with unwanted pens, consider reaching out to local charities, schools, or community centres to inquire if they require useable stationery. If you are a client of ours, then we have established relationships with various schools and charities that can provide a home for unused pens. However if the pens are no longer working, then investigate responsible recycling options to divert them from landfills. Retailers like Ryman offer pen recycling services, repurposing collected pens into garden furniture.
- Embrace creativity: Instead of relying on single-use items, think outside the box and get creative with your giveaways. By offering innovative and sustainable alternatives, you can capture people’s attention, encourage conversations, and leave a lasting positive impression.
Considering the concept of marginal gains, making incremental improvements in reducing reliance on single use branded pens can have a substantial impact. Therefore, it is crucial for businesses to actively pursue sustainable alternatives and implement changes within their own operations. We will continue to refuse to provide our clients with non-refillable, single use plastic ballpoint pens and instead, we’ll be offering more sustainable alternatives. Get in touch if you’d like to find out more about these.
Employee Wellbeing Calendar 2023
By Sally Pritchett
CEO
Stay committed to your employee’s health and wellbeing with our Employee Wellbeing Calendar for 2023.
Engaging your employees and delivering critical health and wellbeing communications is not something you can just tick off the list once a year, nor is it something to pick up when your culture, productivity or morale seem a bit low. Employee wellbeing should be a long-term and ongoing commitment. Clear, consistent and ongoing communication about the importance of physical and mental health is vital.
Use this calendar to help you plan your employee wellbeing programmes for 2023. The calendar includes key health and wellbeing awareness dates throughout the year to keep your business on track.
At Something Big we’re BIG into planning so it’s no surprise our recommendation is to create an annual strategy that works for your business, observing key dates that are relevant to your industry and workforce.
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Proud to be a 2023 UK's Best Workplace™
By Sally Pritchett
CEO
We are thrilled to share the exciting news that we have been ranked in the 2023 UK's Best Workplaces™ list.
Whether your business is digitised, automated, or service-led, we know that it’s your people who make the real difference, we firmly believe that people are what sets a business apart, propelling it forward and helping it to achieve success. At Something Big, we have always put people first, with our core strategy being that “a happy team keeps our customers happy, and that makes our business work.”
As one of a few UK agencies that are both an employee-owned business and a certified B Corp, we are deeply committed to creating a fair, healthy, and inclusive workplace environment and culture. These legal, permanent commitments reflect our unwavering determination to prioritise our people and put them first.
The evaluation process for the 2023 UK’s Best Workplaces™ ranking
To create the 2023 UK’s Best Workplaces™ list, Great Place to Work® performed rigorous evaluations of hundreds of employee survey responses alongside Culture Audit™ submissions from leaders at each company. They then used these data insights to benchmark the effectiveness of companies’ employee value propositions against the culture their employees experience. Only the businesses who achieve the highest scores after evaluation can receive Best Workplaces™ status. Being ranked on this prestigious list is proof that our people are genuinely at the heart of everything we do.
Benedict Gautrey, Managing Director of Great Place to Work® UK, said that “As the global authority on workplace culture, our mission at Great Place to Work® has always been to build a better world by helping organisations become a great place to work for all. We strongly believe in the notion of ‘better for business, better for people, better for the world.”
Our team’s survey responses reflect our commitment to creating a supportive and inclusive culture, with 100% of our team saying that at Something Big, people care about each other. In addition, 97% of our team reported that Something Big is a Great Place to Work®, and 97% said they are proud to work at our agency.
Maintaining a great workplace culture
Sally Pritchett, our CEO said “It’s one thing to achieve something once, it’s another to be able to maintain it consistently over time. That’s why we’re chuffed to have recertified as a Great Place to Work® and make it on to the UK’s Best Workplaces™ list for a second year. Maintaining workplace culture isn’t about luck or ad hoc effort, it’s about continual improvement, ongoing commitment and tacking the tough stuff.” To find out more about how we’ve worked to continuously improve our culture, check out Sally’s article here.
We take immense pride in the work we have accomplished as a team to transform Something Big into a great place to work. If you are also on a journey of fostering a positive workplace culture and seeking to partner with a creative agency that not only works with the World’s Best Workplace™ but also walks the walk with their own team, we would love to hear from you.
Impact of Communications
Communication is a powerful tool.
When used effectively, it can help to build relationships, create understanding, and inspire action. In the workplace, effective communication can help to improve employee engagement, boost morale, and increase productivity. It can also help to attract and retain top talent, build a strong brand reputation, and achieve organisational goals.
In this video series we’re exploring the impact of communications, from how to effectively communicate purpose to creating inclusion and belonging in the workplace, from how to break down stigmas to supporting employees to find balance and wellbeing. At Something Big we’re passionate about creating change and making a meaningful difference and in this series we explore how communications can achieve long-lasting impact.
Communicating impact
Hannah Keartland collaborates with business leaders who are committed to making a significant positive impact on people and planet. In this video, Hannah and our CEO, Sally Pritchett, delve into how purpose-driven organisations can effectively communicate their social and environmental impact.
If you’re seeking to communicate your business’ purpose and impact in an effective and meaningful way, we’d love to hear from you. Get in touch
The art of delivering bad news
Receiving bad news can be challenging, particularly when the delivery is less than ideal. As humans, we can struggle to process difficult information, and it can be hard to know how to communicate effectively in such situations. In this video, Nicola Bush offers valuable insights on how to deliver bad news in a compassionate and effective manner.
Get in touch to see how we can help you to navigate difficult conversations with empathy and professionalism. Get in touch
Embracing neurodiversity
In this video, our CEO, Sally Pritchett, emphasises the need for businesses to become better allies to the neurodiverse community and to make accommodations and adjustments for everyone, regardless of diagnosis. She also discusses the importance of creating networks to support employees and celebrating the potential of the neurodiverse community.
Chat to us to find out how we can help you to create culture of trust and inclusivity. Get in touch
Supporting frontline workers
Many employers have risen to the challenge of hybrid working and demands for a better work/life balance, but it seems that the world has changed for everyone except those on the frontline. In the context of widespread industrial action in the UK, in the video, Strategy & Insight Director, Tor Radford, asks the question, how can the employee experience for frontline workers be improved? Tor discusses how better considered communications could help close the gap between operational and corporate staff.
If you are struggling to reach and engage your frontline employees, talk to us to see how we could help. Get in touch
Taking the taboo out of menopause
In this video, Account Director Emma Bond discusses women’s health, with a specific focus on breaking down the stigma surrounding menopause. Emma explores why businesses should create a supportive culture of psychological safety that enables women to thrive.
If you’re looking to tackle taboos, such as menopause, in your workplace, talk to us to see how we can help. Get in touch
The crossover of internal and external comms
Every piece of internal communication has the power to either strengthen or damage your brand. In this video Adam Longobardi discusses how the rise of social media and a competitive job market has led to the growing crossover between internal and external comms.
Talk to us about how you can increase the impact and creativity of your internal communications campaigns. Get in touch
Creating inclusion and belonging in the workplace
Recorded at our team meeting, in this video our CEO, Sally Pritchett, is joined by experts in diversity and inclusion, for an insightful discussion on how businesses can better create inclusion and belonging in the workplace.
If you’re looking for support in developing a diversity and inclusion strategy that fosters a sense of belonging for all employees, we’re here to help. Talk to us about how we can create a customised and creative communications program that aligns with your business values and goals. Get in touch
Life-saving communications in the workplace
Effective internal communications can have a profound impact on raising awareness of mental and physical health issues among employees, driving positive change, and sometimes even saving lives. In this video, Account Director, Katie Klingenfus, explores the role of internal communications and health awareness programs in improving the health and wellbeing of employees.
We have heaps of experience in creating employee engagement programmes that enact real change and help support employee health and wellbeing, talk to us to find out more. Get in touch
Achieving balance in the workplace
Women often experience numerous life stages throughout their careers, including potential pregnancy and returning to work after maternity leave, to perimenopause and menopause. In this video, Account Director, Emma Christie-Hall, highlights the cultural shift needed to enable employers to better support their employees in finding balance throughout their careers.
Cultivating psychologically safe workplaces requires strong communication and company culture, chat to us to see how we can support you. Get in touch
The secret to winning the talent war
In the never-ending battle for top talent, what will set your business apart from the rest? In this video, our Commercial Director, Felicity Allen, draws upon her extensive experience in recruitment and retention within a highly competitive job market, and highlights the crucial role of purpose and culture in attracting and retaining top talent.
If you’re fighting in the talent war, we have lots of experience with creative campaigns that cut through the noise. Get in touch
TURN
IT UP
We turn up to make sure the right messages are heard – loud and clear.
This is not a rebrand
By Sally Pritchett
CEO
At Something Big, we’ve been on a journey of meaningful change.
For nearly twenty-five years, we have always tried to do the right thing by our clients, our people and our world, and that passion is stronger than ever – but we also want to reach further.
In recent years we’ve been looking at every aspect of what it means to be a business in the modern world, taking time to listen, research and learn.
We’ve enthusiastically embraced the benefits of a more flexible workplace, focused on creating an atmosphere of belonging, and made all kinds of changes that will help us have a more positive impact upon the world.
Our goal has been, and remains to be, to help talented people do great work for clients who share our passion to make a meaningful difference to our society and our planet.
Our brand change has put making a ‘meaningful difference’ at the very heart of our business, exactly where it should be. We’re taking action to create a better future for all. We’re stepping up to the challenges our society and planet face, and we’re doing it in a way that’s accountable, robust, and permanent.
Did you know that we are part of the following initiatives?
B Corp
We are proudly B Corp Certified, and part of the global movement driving business to be a force for good. This means we strive to make a positive impact on society and our planet, and we are held accountable for our actions. Find out more.
Employee-owned
We’re an employee-owned business, which means we all work together for the success of the company and, when the company does well, we all benefit. Find out more.
Great Place to Work®
We’ve been independently recognised by Great Place to Work® as a Best UK Workplace™ for women and wellbeing, based on feedback from our employees. Find out more.
Planet Mark
As a Planet Mark-certified business, we’re looking to positively transform the planet by measuring and reducing our environmental impact. Find out more.
We’re determined to continue to make a positive impact to people and planet, and our updated brand now better reflects this.
For a personal story from our CEO, Sally Pritchett, check out her recent LinkedIn article here. Sally explains how she was inspired by Mary Portas when she said: ‘It’s time to grow the trees we won’t sit beneath’.
So, although we have a fresh new logo and our website may have had a makeover, this is not a rebrand. It’s our commitment to always creating a meaningful difference – for our clients and their employees, for our team, for society and for our planet.
7 March 2023
ESG communications: how to get your story started
By Sally Pritchett
CEO
In this blog we’ll help you get to grips with ESG communications and get you started on telling your ESG story.
As a communications professional is likely that you’re increasingly seeing and hearing the term ESG (Environmental, Social and Governance).
The world has changed, and internal and external stakeholders are increasingly holding businesses accountable for the impact they’re having on our planet and society. Across the globe, brands have been allocating more resources towards improving their ESG credentials, instigating a radical change in how brand value is viewed. For ambitious organisations, how they communicate their ESG activities should be sitting at the heart of their growth strategies.
The complexities of ESG communications
This topic is complex to navigate, so you’re not alone in feeling that way. The first thing we hear from the communicators we work with is that this topic can feel overwhelming, not only in its broad scope but also in finding the balance between speaking up on the actions being taken and being transparent, whilst also getting the right tone and avoid greenwashing.
For example, on the environmental side of things:
- The calculations and terminology around carbon emissions are highly complex
- The definitions around buzz words like ‘net zero’ and ‘carbon neutral’ are technical and often misunderstood
- The carbon cost of everything
- The finer details of what is the more sustainable choice is often complex, such as the balance between ‘paperless’ which sounds better but in practice requires a large amount of (often carbon-emitting) cloud storage
In social terms again there is also complexity, for example with law and social norms varying across the world. What feels like a complete injustice that needs to be solved in one part of the world, could actually be putting your employees at risk in another.
Getting started with ESG communications
The topic is complex topic, so it’s let’s get started with some simple advice.
Find the experts: Whether you’re writing for a large or small organisation, get as close as you can to the leadership team who will be at the heart of any goals and commitment to actions. It’s important you’re telling the right story. If you’re in a larger business, stick close to the experts you have, like your Sustainability Lead, People Director, Head of Corporate Affairs etc. These will be the people who can help you navigate the complexity.
Stay in your lane: Your organisation cannot solve climate change or societal inequality all by itself. For you to structure your story well, you’ll need to narrow down the specific areas your business is working on and the themes you’re focusing on. It’s a great idea to create some clear pillars of focus and then you can talk specifically on these areas. There are some great examples of organisations who have done this well, like fellow B Corp, Tony’s Chocolonely. They have committed to making chocolate 100% slave free. Their mission specifically focuses on human rights and social injustice, giving them a clear path to stick to.
Stick to the facts: Be clear around facts and use plain language. ESG is not the topic to add a marketing spin to. Your ESG communications need to be about clarity, reducing jargon where you can, and being as clear in what’s being said as possible. Avoid big sweeping, vague statements and stick to the clear issues identified and the actions you’re taking.
Be honest and transparent: The best ESG stories are the ones that are honest, frank and candid.
Structuring your ESG story
Once you’re ready to tell your ESG story, it’s important to consider structure. Every good story has a beginning, a middle and an end. If we look at ESG through this lens then your structure could be something like:
- The beginning – is where you are right now, the challenges your sector or industry is facing, and the problems your organisation is identifying.
- The middle – is about describing what you’re committing to doing about it, the actions you’re taking and the changes you’re making. This may be the pillars we mentioned earlier and will be generally positioning your organisation in terms of the journey you’re on.
- The end – is about the big goal. This is your ambition.
Some might say that the big goal should be the beginning of your ESG story, but we would encourage caution in that. It’s always good to start any mission with an end goal in mind, but leading an ESG story that way is how organisations have often fallen foul of mistrust. Communicating the big goal without the evidence of action to back it is a risky choice. Instead there’s an opportunity to build trust by talking about action first, and ambition last.
Corporate washing is a big problem, and consumers and employees are increasingly becoming skeptical of large brands making big ESG claims. If you’re nervous about how your ESG story will land, then try launching it in a safer space initially. Start with an internal launch, like with your leadership team, ERG groups, or other ESG champions in the business. These kinds of previews should uncover any questions or concerns that might come up later on, and will enable you to either prepare for them, or to add to your story.
Structuring your ESG story
Once you’re ready to tell your ESG story, it’s important to consider structure. Every good story has a beginning, a middle and an end. If we look at ESG through this lens then your structure could be something like:
- The beginning – is where you are right now, the challenges your sector or industry is facing, and the problems your organisation is identifying.
- The middle – is about describing what you’re committing to doing about it, the actions you’re taking and the changes you’re making. This may be the pillars we mentioned earlier and will be generally positioning your organisation in terms of the journey you’re on.
- The end – is about the big goal. This is your ambition.
Some might say that the big goal should be the beginning of your ESG story, but we would encourage caution in that. It’s always good to start any mission with an end goal in mind, but leading an ESG story that way is how organisations have often fallen foul of mistrust. Communicating the big goal without the evidence of action to back it is a risky choice. Instead there’s an opportunity to build trust by talking about action first, and ambition last.
Corporate washing is a big problem, and consumers and employees are increasingly becoming skeptical of large brands making big ESG claims. If you’re nervous about how your ESG story will land, then try launching it in a safer space initially. Start with an internal launch, like with your leadership team, ERG groups, or other ESG champions in the business. These kinds of previews should uncover any questions or concerns that might come up later on, and will enable you to either prepare for them, or to add to your story.
Get in touch with us if you’re looking for help with telling your ESG story.