Sustainability. ESG. Greenwashing. We have all seen these terms tossed around about companies, in advertisements and throughout the media, but what do they really mean and why do they matter?
The EPA (Environmental Protection Agency) defines sustainability as attempting “to create and maintain the conditions under which humans and nature can exist in productive harmony to support present and future generations.” In a corporate context, this refers to sustainable business strategies for long-term stakeholder value. Environmental, social, and governance (ESG) is a framework that helps companies measure and assess their ethical impacts using detailed criteria to meet their sustainability goals. Motivated by transparency and accountability, ESG reporting hopes to encourage companies to be more thoughtful about their business practices and their environment impacts. These two disciplines are becoming increasingly important to businesses, employees, and consumers. By taking initiative to address such concerns, companies are able to gain wins for both their business as well as the environment.
In recent years, society has turned its attention to corporations and their large environmental footprint. Buyers are beginning to question where and how they obtain their goods and services, encouraging companies to appeal to a more aware and conscious audience. Potential employees are also looking for organizations who uphold sustainable practices and clear missions that demonstrate their values. While many companies have announced climate pledges and have started changing certain business practices, it is crucial that they report on their efforts and offer stakeholders quantifiable measurements and evidence.
According to a 2022 study by Deloitte, 89% of executives agree that there is a pressing global climate emergency, however, there is still a lack of action across the world. Companies struggle with over-commitment, implementation, and cohesive planning of ESG initiatives. There is also growing concern of “greenwashing,” and if companies are sharing disinformation and false portrayals of their environmental accomplishments with the public. Sustainability and ESG are essential components for every company, and organizations should equip themselves to address these critical issues head-on.
It can be overwhelming for an organization to feel like they need to transform their business model overnight due to public pressure and rapidly changing policies. While these challenges may seem daunting, one solution is public relations. Sustainability public relations focuses on effectively communicating a business’ sustainability goals to the public to show what they stand for and what they are working towards. Many businesses have already done the hard work of adapting to new standards, yet consumers and stakeholders may be unaware of a company’s behind-the-scenes progress without proper promotion.
Public relations can assist in meeting ESG goals in numerous ways, including:
- Maintaining cohesive sustainability messaging and voice across all communication
- Translating complex sustainability reporting and ESG initiatives into more understandable and simple terms
- Upholding transparency and handling crisis situations that pertain to ESG
- Designing unique marketing campaigns to position the company as an environmentally conscious brand
ESG and sustainability goals look different for every company. Working with a public relations professional allows you to articulate your sustainability plans and share your unique ESG goals through the distinctive voice of your business. As the push for environmental concern continues to increase, it’s time to act accordingly. We all have a part to play – what will yours be?
Learn more about how public relations can help you meet your ESG goals and reach out to us!