From Crisis to Connection: How Media Trends Can Help Shape ESG Communication

Amid the pandemic and growing awareness of social inequities, the call to address ESG matters has never been more pressing nor so directly associated with a brands’ reputation. As stakeholders demand more from organizations, opportunities to take meaningful action and lead with optimism continue to emerge for strategic communicators.

According to the 2023 PRWeek Cision Global Comms Report, 33% of communication teams are investing more in ESG messaging this year. Skillful communicators have the power to navigate through rapid changes, stay ahead strategically, and deftly manage controversies and crises, all while strengthening brand reputation. With the C-Suite now relying more on their communications team for addressing crucial topics like ESG, communicators play a vital role in understanding, responding rapidly and effectively conveying the complexities involved. Thus becoming even more powerful leaders who define and shape an organization’s narrative.

To shed light on this dynamic topic, Cision conducted an in-depth analysis of ESG-related conversations on social and traditional media across five markets from July 2021 to March 2023. The insights garnered from this research offer brands a valuable framework for navigating the evolving landscape of audience perceptions and can help create authentic and impactful ESG communications and increase stakeholder confidence.

Long-term Messaging Triumphs Amid Short-term Media Shifts

The findings underscore the importance of consistent ESG messaging. Despite economic challenges overshadowing ESG-related topics in 2022, consumer interest in ESG remained strong. Media coverage levels began to rise again in the first quarter of 2023, indicating sustained appetite for these topics.

The study emphasizes the importance of continuous and steady ESG messaging. Audiences notice posts about ESG issues that are simply topical when convenient. These same audiences know the difference between authentic messaging and those that will seemingly win them media coverage or attention (in the form of likes, shares, re-tweets, etc.) on social media. By demonstrating unwavering commitment to their causes throughout the years, brands mitigate the risk of being accused of “greenwashing” or performative virtue signaling.

Embrace Specificity and Empathetically Connect with Audiences 

In addition to being consistent, specificity, especially on social media, is vital when discussing ESG issues. Audiences have grown increasingly skeptical and weary of blanket statements and vague commitments in support of ESG. While the majority of traditional media coverage (71%) on ESG included references to sub-topics, only 16% of social media coverage included such context. This leaves room for stakeholders to misinterpret the messaging across social media platforms.

Brands must continue to find new and more compelling ways to clearly define and explain their ESG initiatives on social media. Anything less opens the door to misinterpretation, increasing chances of potentially negative and long-lasting repercussions for brand reputation.

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Navigating ESG Politicization with Poise

Another obstacle for brands in communicating their ESG story is its increasing politicization. Social media discussions were more emotive and polarized during the time studied with brands accused of being “woke,” “greenwashing” or having an “agenda”, which created an added challenge for communicators. Communicators can better connect concrete details behind a brand’s efforts by publicizing the accountable goals on issues that directly resonate with stakeholders. This includes clearly defining and communicating the ESG concepts and metrics, as well as sharing regular progress reports and data-backed results that can help avoid being embroiled in contentious debates that overshadow the true essence of their message.

Proactive is Key in Amplifying Messages

Traditional media outlets and social media platforms have become fundamental spaces for discussing ESG issues. Brands can amplify their messages and generate wider awareness by authentically engaging with journalists, bloggers, and social media creators. Building relationships with media professionals covering sustainability and Diversity, Equity and Inclusion (DEI), a growing part of the ESG topics pipeline, establishes brands as thought leaders committed to positive change.

Fostering the Future of ESG 

The significance of ESG policies has been elevated by recent events. Vague expressions, trendy buzzwords, and overly technical language no longer suffice for media-savvy consumers, let alone the digitally, socially, and AI-savvy consumers of tomorrow. ESG-related communications must prioritize clarity and consistency. By avoiding jargon or technical terms, brands that present well-defined ESG concepts and concrete results in a language that is easily understandable and accessible to diverse audiences can help reduce alienating or confusing consumers.

In this critical time, brands can truly enable stakeholders to make more informed choices, and support companies aligned with their values. Organizations also have an even greater opportunity to demonstrate authentic leadership by communicating transparently and consistently in a way that continues to foster trust and credibility. As industries across the globe navigate the next-post AI era, the best strategic communicators can shape narratives that resonate meaningfully and inspire a better future for all.

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