As we grow more and more aware of the potential for our society, the planet & how companies behave – the concept of ESG – Environmental, Social, and Governance – has become a hotbed for businesses and investors. But even though it’s important and a multi-trillion dollar industry in and of itself, ESG hasn’t quite landed with everyday people. And apart from shameless Greenwashing in some instances – it hasn’t become mainstream in Branding, Positioning & how brands go to market.
Maybe it’s the “Governance” part?
The “Governance” part of ESG brings to mind bureaucracy, red tape, and confusing decision-making – not exactly something we can easily relate to. Responsible, sustainable, and ethical business practices are what it’s all about but even those words dehumanize the essence of its definition- too distant, too objective and Business-sounding
Bring ESG Down-to-Earth – that’s where it needs to show up. That’s where it will matter and have the most meaning and impact.
Let’s Reframe and Reclaim what ESG means in the broader sense of marketing, branding and more importantly how brands (and companies behind them) behave – how they act with purpose, integrity, and a higher-order meaning – how they connect with humans who are struggling to be better and do better – always improving.
Tony Chapman (based on our convos on this subject)
