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It ’ s about value and values
Meanwhile , a seismic shift in brand loyalty – I recently heard the phrase ‘ global loyalty erosion ’ – is seeing customers shop around for brands that offer them better value for money , of course , but also that better align with their values . Where we ’ ve historically not taken care of our planet , people are now waking up to the need to do so and therefore want to nail their colours to the businesses whose masts are most ethical and environmentally friendly .
This has bred competition like never before , with brands trying to outshout each other for a share of consumer attention . For the most part this is positive – we want brands to showcase their good work – but it has given rise to a more sinister side of ESG communications ; namely greenwashing .
In a bid to boost their profiles , enhance their reputations and attract customers , some brands have engaged in the wholly unacceptable act of exaggerating – or , in the worst cases , even fabricating – their sustainability credentials . Indeed , when Clearly surveyed 1,500 business leaders , more than half ( 52 %) admitted to implementing supposedly green initiatives simply to impress customers . The onus was on looking good , rather than doing good .
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But gone are the days of hyperbole and sensationalism ; customers are supremely savvy and want claims to be backed up , and such practices are invariably backfiring .
As a result of greenwashing , however , has emerged the trend of greenhushing , where brands are playing down their achievements or failing to mention them at all , for fear of a similar backlash . Even if their claims are legitimate .
Brands with positive ESG credentials need not undersell themselves , though . Quite the contrary ; as discussed previously , they must discuss them to stand out from the crowd . But how , if they ’ re to avoid being shot down ?
It ’ s about proof
ESG communications should focus on proving the validity of your claims and demonstrating their impact . If in doubt , make sure you answer the following questions : what ; why ; and how ?
What are you doing ? What actions are you taking to build a culture where your employees can thrive ? What activities are you undertaking to support your local communities ? What are you doing to make the planet a better place ?
Why are you doing it ? Do you want to see your people develop a more entrepreneurial
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spirit ? Will other businesses benefit from your expertise ? Are you aiming to set a standard for your industry ?
How is it helping ? The onus here should be on proof . If you want to boost your profile , enhance the perception of your brand and have customers part with their hard-earned cash , you need to be clear about the impact your ESG activities are having . With specifics . Stats are powerful .
Using a sustainability angle can work wonders , but only if you can back it up . Otherwise , it ’ s brand suicide . Baseless claims will lose you customers and erode their trust in a world where they ’ ll be quick to shop elsewhere .
For guidance on building an ESG communications strategy , please get in touch : james @ clearlypr . co . uk www . clearlypr . co . uk
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“ ESG communications should focus on proving the validity of your claims and demonstrating their impact .” |
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