Continuing the conversation around ESG: language matters, so make the most of it

Written by Caitlin Roxburgh

Last week we discussed the importance of strategy in your ESG framework, this week we’re looking at the role of language in communicating your firm’s values. In its simplest form, environmental, social and governance (ESG) started as a specific set of rules by which firms should conduct themselves in order to operate sustainably.  

As with all cultural phenomena, its widespread adoption has caused the meaning of ESG to stretch and evolve. This means that all firms and businesses must define ESG with language that feels authentic, comfortable, and inclusive for its brand and employees. 

A good example of this is Gerald Eve’s three main purposes which expand on the traditional definition of ESG to fit their firm: 

• “Shaping a low carbon future.” 

• “Attracting and retaining the very best people from all backgrounds.” 

• “Building better futures.” 

The term ESG is ubiquitous; it is understood quickly and refers to established metrics. However, it has recently come under fire for being amorphous and easy to attack, especially in the US. Due to this, some firms are moving away from the terminology, instead developing their own definitions of the concepts. If communication across your firm is clear and efficient, your values will appear strong and authentic to clients, employees and talent.  

“Despite the countless definitions of ESG with each presenting its own nuances, the broad concept is the same – doing the right thing, in the right way for the environment and society. If you centre ESG language around your purpose and vision, people will get it.”  

– Surjit Deuer, Senior ESG Engagement Manager, Mills & Reeve

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