Jumping on the ESG bandwagon? Start with strategy.

The more work we do for companies in the ESG and sustainability space, the more inspired and optimistic I’m becoming. Even when individuals are complacent, when pleas are ignored, and when governments stymie policies, purpose-driven companies are stepping in to effect meaningful change on the world and how we live in it. Some are inspired by a deep-seated desire to do good. Others, straight-up shareholder demand. Either way, the corporate world’s ability to care is a win for us all.

With this enthusiasm comes a modern-day gold rush for companies staking a claim on ESG. As a result, we’re seeing a temptation to put execution ahead of strategy. And we’ve written a piece or 10 about why that’s a bad idea, so again I’ll say, don’t. Aside from disjointed messaging and aimless communication, there’s the greater risk of greenwashing, which can destroy not only your efforts but also your brand. Developing an ESG program requires a multi-layered, collaborative approach that starts with knowing what you stand for, what you’re aiming for, and how you’ll support it before you can communicate it. 

When considering your overall program, there are two key strategic milestones:

1. An overarching ESG strategy
2. Content planning and strategy

Your overall ESG strategy is the foundation, the core, the roadmap. It identifies the impact made on every person and place across your business, and should directly align with the purpose and vision of your company. After the strategic foundation is laid comes aligning with a governance structure like Global Reporting Initiative (GRI), establishing commitments, and measuring the work. Each step incumbent on the prior one.

Finally, you’re ready to create a content strategy plan for communicating your ESG programs, aspirations, successes, and ambitions. For us, this is the fun part—because it’s the starting point for transforming the technical details of ESG into living, breathing stories. This is where we dig deep to understand your audiences. We workshop with your team to explore themes, positioning, and messaging. We talk through the best formats and mediums. And we set goals for what each piece of content should accomplish. Through all this exploration, there’s often an a-ha moment for clients: the realization that without the previous steps in the process, anything we’d attempt to write would be vapid, empty promises.

Being patient with the process can be harder than the work itself. But in taking the time to set a solid foundation, you’ll have quality content that connects with your audience through compelling stories and meaningful insights. And above all, you’ll be sure that how you talk is how you walk.