ESG communications: how to get your story started

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.