The world of business communication is constantly changing, evolving in parallel and in connection with society and technological advances. Brands now have the opportunity to generate more "authentic" connections, offering immersive, inclusive and tailored experiences to each audience. In this scenario, innovating in the way we communicate is not only an advantage, but a necessity to strengthen the presence and impact of any entity from the business sphere to any of its products or services.
There is no doubt that sustainability, and therefore environmental communication, has moved from being a trend to becoming a strategic priority for organisations. So much so that, according to a UN report, more than 90% of the world's leading companies recognise that sustainability is key to their long-term success, highlighting the growing importance of integrating ESG criteria into their operations.
In today's post we have focused on this area of strategic communication. To do so, we have used as a documentary tool the latest edition of the "ESG in words: the voice of sustainability"The report, produced by Dircom in collaboration with Doxa, highlights the fundamental role of communication departments in the integration of ESG (Environmental, Social, Governance) criteria.
Among the main conclusions of the study are the following:
- The 74% of dircoms actively participate in the implementation and communication of ESG strategies in their organisations.
- Nearly half of the professionals surveyed (47.1%) collaborate directly in the elaboration of the Non-Financial Information Statements (NFS)key documents for corporate transparency.
- Environmental criteria receive the most attention from companies, with a rating of 7.4 out of 10The social aspects (6.8) and governance (6.4) are ahead of the social aspects (6.8).
- Despite progress, only the 22.6% of dircoms considers that organisations have effective tools to assess the impact of their sustainability actions.
The report also notes a growing concern about the greenwashingas the 45% of respondents to this survey believe that companies communicate more than they actually do.
Having a communications agency specialising in the development of ESG strategies allows companies to define clear, coherent messages that are aligned with their values, ensuring that their sustainability efforts are authentically perceived by all stakeholders and even becoming social mobilisation strategies. Moreover, this collaboration can translate into greater trust from investors and customers, as demonstrated by success stories where strategic communication has improved public perception and corporate reputation. Not only that, an expert agency also helps to identify key indicators to assess the real impact of the actions undertaken, thus avoiding greenwashing.
But ESG communication requires not only consistency and transparency, but also the ability to accurately measure and communicate the real impact of business actions.
At InfluenceSuite, we support brands in developing communication strategies that reinforce their commitment to sustainability. Our expertise in corporate reputation management and the creation of ad-hoc messages helps to build trusting relationships with all stakeholders.
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