Strategic Focus: The Growing Importance Of A Coherent Sustainability Narrative
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Executive Summary
In light of increasing ESG-related litigation, and rising greenwashing allegations, a growing number of businesses are harmonizing their ESG and sustainability aspirations, initiatives and messaging. Achieving this requires careful consideration not only of the content of a firm’s sustainability efforts, but of the way in which these efforts are communicated. Many organizations are struggling to simultaneously improve sustainability performance and convey the results of their efforts meaningfully. This report provides an overview of how businesses can authentically communicate their sustainability efforts, to build trust with stakeholders and enhance their reputation for responsible and ethical practices. Chief sustainability officers (CSOs), CSR leads and heads of brand, marketing and investor relations should use this report to understand the key challenges necessitating effective sustainability communication, as well as the ways in which they can navigate these within an evolving ESG and sustainability market.Sustainability communication is crucial for building credibility and ensuring business resilience
The ESG and sustainability market is rapidly evolving, to help businesses build authenticity in sustainability communication
Steps – and actions – businesses should take to enhance the effectiveness of their sustainability communication
Figure 2. Conceptual table of emerging marketing and communication tactics
Figure 3. Sustainability communication gone wrong: examples of firms facing the heat
Figure 4. Snapshot of ESG-related litigation
Figure 5. The 101 of sustainability communication
Figure 6. Decision-makers responsible for defining ESG strategies
About the Authors
Priyanka Bawa
Principal Analyst
Priyanka is a Principal Analyst at Verdantix, where she leads research to enable sustainability leaders and services firms to analyse shifting market dynamics and evaluate inn...
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Kim Knickle
Research Director
Kim Knickle is a Research Director at Verdantix, bringing more than two decades of analyst experience to the evolving world of sustainability. Her current research spans ESG a...
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