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How will you satisfy consumers' desire to save the planet?

Blog > Article detail

2. 9. 2024

 

The way your organisation approaches social issues, the environment and what's happening in the world is more important than ever. PR industry should reflect on the growing importance of ESG for organizations and their stakeholders. PR professionals would need to lead a discussion on how their organization should be perceived as one that "does good" in the world. 

Engagement with ESG determines how a company is perceived by their employees, candidates, investors, suppliers and customers. One should not be fooled into thinking that one can satisfy stakeholders' desire to ‘save the world’ with concepts like CSR, sustainability reporting, diversity or awareness campaigns. A company can't just choose one and neglect the other. Everything must be connected and spring from a common foundation, which is the purpose of the organisation. This is what influences the behaviour of the company in every aspect of its operations and ultimately all its stakeholders. The company’s purpose and its real impact will determine whether stakeholders decide to dedicate (or not) their time, energy and money to the organisation in the future. 

 

 

For these reasons, every PR agency should proceed to develop an ESG strategy and subsequently a report, even though this is not legally required. Respectively, all PR agencies should include every element of the ESG strategy in the company's purpose statement as well as in its core strategy and business plan. 

According to global survey of Ernst and Young at the end of 2020, investor interest in non-financial information has increased by a staggering 30% over the previous two years. In fact, for 91% of respondents, ESG parameters play a key role in deciding whether to invest in a given project or company. The global value shift is evident across all stakeholder groups. This means only one thing: companies that do not address and communicate sustainability will soon cease to be of interest to all stakeholders who have a stake in their future success. 

For more details, please watch our worksop How To Satisfy Stakeholders' Desire To Save The World.

 

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