Communication in sustainability
Companies are the engine of wealth creation and play a vital role in building a healthy and prosperous society for which a more balanced focus on long-term sustainable development is required.
At a time when employees, customers, investors, financiers, the public sector and media 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.
Instead, this issue is an opportunity to create value, both for stakeholders internal, but also external and for the community in general. It is no longer a complement to or an exercise in marketing and has become a competitive, strategic and differentiating advantage.
Business models need to evolve to integrate long-term value creation, developing an effective dialog 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, boosting 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 decisive role for the Marketing, Communication and Public Relationswhich involves listening to stakeholders to define the most relevant topics, aligned with the strategic vision to identify the areas and priorities of sustainability issues with an impact on all dimensions of the business and on the stakeholders.
This role also involves involving employees in the ESG and CSR policy, in line with the values and objectives of the company and the communities where it operates, and learning and sharing key messages, good practices and initiatives to promote a culture of knowledge, social awareness and active participation, defining values, responsibility and ethics to build trust.
That's why it's vital for company leaders to take a holistic, integrated and strategic approach to managing the ESG and CSR. Without this strategy, access to funding will be difficult, reputation will become an issue and there is a risk of losing clients due to a lack of commitment to this global and humanitarian goal.