Communication on sustainability
Businesses are the engine of wealth creation and play a vital role in building a healthy and prosperous society that requires a more balanced focus on long-term sustainable development.
At a time when employees, customers, investors, financers, the public sector and medium highlight the importance of sustainability and corporate social responsibility (CSR), neglecting environmental, social and governance (ESG) issues can threaten the viability and evolution of the business.
On the contrary, this theme is an opportunity to create value, either for stakeholders internally, but also externally and for the community at large. It ceased to be a complement or exercise of marketing and has been asserting itself as a competitive, strategic and differentiating advantage.
Business models need to evolve to integrate long-term value creation, developing effective dialogue, based on mutual commitment, promoting sustainable success. And a proactive approach to these issues can increase competitive advantage in several dimensions, including attracting and retaining talent, enhancing reputation, distinguishing the company with customers, promoting their satisfaction and loyalty to the brand, adding value to it.
And for this commitment there is a determining role of the Marketing, Communication and Public Relations, which involves listening to the stakeholders to define the most relevant topics, in line with the strategic vision to identify the areas and priorities of sustainability issues with an impact on all dimensions of the business and the stakeholders.
In this role, there is also the involvement of employees in the ESG and CSR policy, in line with the values and objectives of the company and the communities where it operates, and the learning and sharing of key messages, good practices and initiatives with a view to promoting a culture of knowledge. , social awareness and active participation, defining values, responsibility and ethics for the creation of trust.
That is why it is vital that the leaders of the companies deal, in a holistic and integrated approach and in a strategic way, with the management of ESG and the CSR. Without this strategy, access to finance will be difficult, reputation will become an issue and there is a risk of losing customers due to a lack of commitment to this global and humanitarian goal.