With Environmental, Social and Governance (ESG) a strong focus for the future, many businesses have spent the last few years shaping their contribution to society and the planet. The expectations and standards set by government, investors, B Corps, consumers and employees mean businesses need to seek profit with purpose to meet today’s core business challenges.
For many, ESG factors are already an integrated part of dictated business procedures and processes. And in 2020, whilst pressure for action and accountability is rising, ESG has become a lot more. It’s becoming a key factor in the audience decision process and brand value. ESG must therefore infiltrate into every part of the organisation, its ethos and people. This requires a shift in more than process.
It is now more important than ever that a brand’s strategic and communicated purpose leads to progress in what the business stands for and says as much as it what it does.
Defining, aligning and expressing purpose can seem like a big challenge, in particular when connecting it to day-to-day activities and communications. The Change-StormingTM process capitalises on the crossovers between brand strategy, communications and ESG, to find and fast-track the points of engagement and value that will enable your ESG strategy to have the widest impact and value with your audiences.
We have put together a discounted ESG bundle of our modules, making the process of strengthening your strategic framework even more relevant and cost-effective.
MODULE
The rapid evolution of ESG requires core strategic frameworks to be regularly evaluated. This can be time consuming and expensive, but it needn’t be. With the right understanding and focus, refreshing and strengthening your purpose can be cost effective, fast and profitable. And it can provide the clarity to better meet internal, external and wider business needs.
And for those just beginning to define their purpose, the research, statistics and trends surrounding ESG provide the opportunity to set the direction for innovation, demand and growth from the start.
We work with your business ambitions, your ESG objectives and activities, and your employees to define an ESG-led brand strategy.
- UNDERSTANDING – PURPOSE
- AUDIENCE FOCUS – APPEAL
- AMBITION – CUSTOMER-FOCUS
- CORE PURPOSE – ESG VALUE
MODULE
Behind the procedures and processes put in place to fulfil ESG is the purpose and value within it. For investors, talent, customers and clients, the culture of the brand and what’s behind the product or service is a key part of its authenticity, value and the trust placed in it.
The alignment module connects the facets of your brand, audiences, roles and competencies with a core interpretation of your existing and/or future ESG positions and actions as a key brand ethos.
Our process also works to ensure your employees buy into what this means, are motivated by the culture, and in turn are best placed to communicate to your wider audiences.
- STRATEGIC VALUES – ESG ATTRIBUTES
- OPERATING PRINCIPLES – ACTION
- PERSONAS & TRAITS – INTERACTION
- BEHAVIOURS – IMPLEMENTATION
MODULE
Behind the procedures and processes put in place to fulfil ESG is the purpose and value within it. For investors, talent, customers and clients, the culture of the brand and what’s behind the product or service is a key part of its authenticity, value and the trust placed in it.
The alignment module connects the facets of your brand, audiences, roles and competencies with a core interpretation of your existing and/or future ESG positions and actions as a key brand ethos.
Our process also works to ensure your employees buy into what this means, are motivated by the culture, and in turn are best placed to communicate to your wider audiences.
- STRATEGIC VALUES – ESG ATTRIBUTES
- OPERATING PRINCIPLES – ACTION
- PERSONAS & TRAITS – INTERACTION
- BEHAVIOURS – IMPLEMENTATION
MODULE
The growing momentum and coverage of ESG demonstrates that audiences today are already engaged by the overarching messages associated with sustainability and social impact. But why they are of particular value to your audiences and how and when to communicate the relevance of your business, product or service in these narratives requires insight, structure and crafting.
We work with your teams to create messaging themes and communication pillars and interrogate the role of ESG in these for your different audiences.
Your teams are furnished with the tools to express your value statements in a way that resonates beyond the myriad of ESG stories and noise, and makes your brand communications better focussed, understood and remembered.
- NARRATIVE – CORE PILLARS
- VALUE STATEMENTS – AUDIENCE ESG NEEDS
- MESSAGING – AUDIENCE SPECIFIC
- MATRIX – AUDIENCE ENGAGEMENT