Your expert for questions
Ilana Rolef-Heberling
Senior Manager, Head of Brand Transformation, Communications & DEI, Sustainability Services at PwC Germany
Tel: +49 175 120-8995
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Sustainable into the future: Ensuring business success with the right ESG communication strategy
Being a sustainable company means understanding your impact on the environment, society and corporate governance (ESG) and ensuring that the business model remains future-proof in these aspects. Today, consumers and investors evaluate companies based on ESG criteria and make their purchasing decisions accordingly. Companies are also subject to regulatory requirements which have to be communicated effectively both internally and externally. Sustainability communication also plays a significant role in building an employer brand: Young talents not only expect companies to express their views and take a stance on sustainability but also select their employers based on ESG criteria. Hence, a mature and authentic communication strategy is crucial in order to maintain credibility.
Together with you, we develop a customized strategic approach and seamlessly integrate ESG into your corporate positioning. We work closely with PwC experts at all levels of ESG to ensure comprehensive sustainability communications.
49%
of investors are considering disinvestment if companies do not take sufficient sustainability measures (PwC Global Investor ESG Survey)
72%
of companies with a high DEI maturity level have a (very) satisfied workforce, compared to only 37% of companies with a low maturity level (PwC DEI - How mature is retail?)
84%
of respondents stated that cultural change is essential for a successful ESG transformation (Strategy& research)
Viewpoint – Credible ESG communication
High ESG ambitions and performance can have positive effects on your company's public reputation and create a competitive advantage. However, it's important to remember that you need to keep your promises to remain credible. Compliance with regulations on reporting is a cornerstone of ESG communication, but there is much more to consider, e.g. strategic positioning. Read in our point of view about the key ESG communication challenges and how to implement a credible ESG communication strategy.
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How companies position themselves on sustainability and reach different target groups
Social change and extensive regulation are significant drivers for the sustainable orientation of companies. The resulting changes have a lasting impact on all stakeholders of a company. They need to be reflected in processes and organizations and ingrained in the mindset of employees. However, ESG should not be seen as a mere tool but rather as an attitude that must be lived holistically within the company and incorporated into the corporate strategy. Only then a company is able to authentically position itself regarding this topic.
Holistic sustainability communication addresses internal and external target groups that have individual informational requirements and varying levels of openness and attitude towards ESG.Therefore, tailoring communication activities and messages to specific target groups, as well as selecting appropriate communication channels, is crucial. Changes must be communicated sensitively, with a focus on dialog, and tailored to the needs of the target groups.
We provide assistance in comprehensive ESG positioning and sustainability communication, while involving your employees and customers in the journey of change.
Our services for the comprehensive integration of ESG into your marketing and communication strategy
- Maturity analysis
- Check of the marketing and communication approach
- Strategic internal and external positioning
- 360° marketing and communication campaign
- Enablement workshops
Maturity analysis
Based on a maturity analysis, we assess the current status of your company’s positioning and communication regarding sustainability. This involves examining the entirety of your internal and external communication channels, past communication activities as well as your target audiences, to determine untapped potential. Identifying the maturity level of your company and your target groups builds the foundation for an optimized communication strategy.
Inclusive communication as key to sustainable transformation
The social dimension in ESG represents a crucial factor for sustainable business success, yet it is often overlooked. Building diverse, equitable and inclusive companies strengthens the trust of both employees and customers, providing them with support, guidance and improving the chances of attracting and retaining highly skilled professionals.
But how do you leverage language as a tool for change in this regard?
Together, we can harness the potential of diversity, equity and inclusion (DEI) by, for example, developing a DEI vision that aligns with your existing corporate strategy. Elements of this vision may include ensuring inclusive language, dismantling biases and integrating diverse perspectives into projects and everyday work life.
Excerpts of our Case Studies |
Conceptualization of various communication formats for sustainable energy supply
Challenge and situation
As part of the energy transition in Germany, the implementation of large-scale construction projects is necessary. Citizens are directly affected by these construction projects. To inform and educate about the goals of the energy transition and necessary initiatives, as well as to address concerns and uncertainties, it was important to develop a range of communication offerings and promote dialogue with citizens.
PwC approach
- Strategic identification of the "silent majority," followed by target audience analysis and development of key messages
- Benchmarking and SWOT analysis of existing communication channels and new formats
- Development of a narrative, storyline, and core messages
- Design and implementation of a multichannel approach with closely aligned formats (website, app, social media, podcast, newsletter, etc.)
Result and impact
- Increased acceptance of construction projects within the scope of the energy transition
- 450% increase in the reach of the client's social media channels
- Implementation of >100 well-attended (in-person) event formats annually
"The ability of a company to create increasing value in the future depends on ESG criteria. If companies fail to credibly meet their sustainability commitments or engage in greenwashing, they risk damaging their reputation.This makes a mature and authentic communication strategy all the more important."
Ilana Rolef-Heberling,Senior Manager, Head of Brand Transformation, Communications & DEI, Sustainability Services at PwC Germany
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Ilana Rolef-Heberling
Senior Manager, Head of Brand Transformation, Communications & DEI, Sustainability Services, PwC Germany
Tel: +49 175 1208995
