Solving ESG puzzles: Building confidence in your brand

Written by Caitlin Roxburgh

Last week, we started ‘Solving ESG Puzzles’ by putting people at the centre of your communications. This week, we are tackling our second puzzle by focusing on how to build clients’ confidence in your ESG-related efforts. 

With so many businesses being accused of ‘greenwashing’, many hesitate to promote their ESG activities for fear of being told they are not doing enough, or their practices are not as concrete as they thought. However, underselling your efforts (AKA ‘green blushing’) is ultimately counterproductive. 

No matter what your values are, sharing them internally enables your team to become more confident in communicating them externally. As a result, the overall communication of your values becomes more cohesive, allowing you to reap the benefits, such as: 

• Ensuring that clients and talent see your value-based efforts.
• Proving that you are willing to be flexible and evolve your firm’s values.
• Improving your ESG, CSR and similar efforts by learning from others.

We’ll be in touch next week with another recommendation, but, in the meantime, you can browse other puzzles (and solutions) in the full report here.

“Effective communication is critical to building confidence in the workplace. When we share information and ideas openly and honestly, we create a culture of transparency and trust.”

Arianna Huffington