- Understand the importance of the marketer in this new moment of communicating ESG policies and results in a relevant and transparent way for companies.
In the last decade, ESG gained prominence, became a focus in the business world, mainly through the financial sector and with the pandemic came up with the debate that a serious ecological imbalance occurred, so we need to review consumption levels, production in large scale and environmental responsibility.
At the other end, consumer and investor behavior has changed, according to the Morgan Stanley Institute, 86% of millennials are interested in sustainable investments, and another consumer survey conducted by Union + Webster points out that 87% of the Brazilian population prefers to buy products and services from sustainable companies and yet, 70% of respondents also stated that they do not mind paying a little more for it.
Given these data, we can assume that companies that have turned their efforts towards ESG practices are on the way to generate positive impacts and also to build customer loyalty.
Knowing all of these important points regarding ESG, it becomes inevitable, necessary, essential (we are purposefully reinforcing) that marketers position themselves within companies and understand that this is the moment to also be guardians of the best governance practices , ethical relationships and positioning that goes beyond how to sell, but rather make the business sustainable.
How ESG can make your brand relevant
We are in a world steeped in 24-hour news and social media, according to the report published by Hootsuite, users have already passed the 3.8 billion user mark. Companies and brands are constantly in the process of selecting this audience, from choosing their next investments to the most varied information on how they position themselves in relation to society and the planet.
We understand that this idea of sustainability is not new, we are encouraged since childhood to have small attitudes of positive impact, for example, not taking a bath, not wasting food and now with the growth of ESG we see in much greater proportions the importance of incorporating efforts , strategies and reports in business models. Focusing marketing efforts on communicating these sustainability actions and strategies, telling the stories behind each label in a simple and transparent way makes your brand relevant and creates a competitive advantage over the others.
Some ideas on where to start:
- Select projects that are related to your brand
As mentioned at the beginning of this post, we are in a world where we are connected 24 hours a day, companies are under this digital “spotlight” and consumers have this power in hand to check if their marketing actions are true or greenwashing. Onara Lima, director of sustainability at Ambipar reinforced in an interview conceived to the ESG channel from A to Z: “It is not enough to speak. It is necessary to practice and materialize the speech with attitudes”.
- Explore brand values
Values represent what the company believes, which is non-negotiable. That is why it is very important when defining these values, to communicate ESG perspectives and efforts. Without utopias that we will have perfect business models in this sense, but responsible and convinced that this is a path that connects socioenvironmental responsibilities, none of these values should be inserted without justification and veracity.
- Simplify your message
The tendency is for the public to be more and more engaged in getting to know all the fronts covered by the ESG, but it is expected that the marketer will take on the challenge of demystifying the message of sustainable issues, transforming the technical language into a easy-to-understand dialogue for the entire audience. It is certainly a subject that requires many explanations and consequently generates doubts, so the need to communicate in a simple way and with a lot of transparency.
Beyond the “walls” of marketing
All these mentioned ESG marketing efforts must go beyond the walls of this department in the company, they must go beyond blog posts and social networks, it must involve employees in a strong corporate sustainability culture, show and engage them in ESG campaigns, all this synergy builds internal values and loyalty. In addition, showing these actions internally in practice also raises the awareness that the success of these actions takes place through the union of all sectors.
Do you know that phrase “tell me who you are with and I’ll tell you who you are”? Propose partnerships with companies that share the same idea of spreading the ESG, spreading positive impacts and building a good reputation in a transparent way in their processes. These connections are important to strengthen all companies, brands and suppliers. In the long term, betting on differentiated actions and communicating ESG, generates competitive advantages, increases stakeholder confidence, shows that your strategy is not in a cast, but continues with resilience and organization.
Can the ESG eumostro platform help marketers with this strategy?
We are an ESG technological platform that connects brands and consumers so that, together, they generate relevant experiences, socio-environmental impact and intelligence for innovation.
Through eumostro your strategy is not just a beautiful marketing story, it is a beautiful story proven through blockchain technology, insertion of social evidence such as videos and photos, find out through our data reports your strategy is progressing.