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The Crucial Role of Internal Comms in ESG Success

Bridging the gap: how internal communications can align your workforce with ESG goals

Environmental, Social and Governance (ESG) initiatives have become essential in today’s business landscape, with mandatory frameworks like the EU Corporate Sustainability Reporting Directive (CSRD) adding legal weight. However, a significant “Boardroom/Breakroom Gap” persists: a Deloitte survey reveals that only 38% of employees believe their employer is doing enough to address climate change and sustainability.  

A Deloitte survey reveals that only 38% of employees believe their employer is doing enough to address climate change and sustainability.  

This gap underscores the importance of employee engagement in aligning management’s sustainability vision with employees’ perceptions, especially in a global context. What is widely accepted in one region can be viewed as controversial in a region where some may associate ESG with inefficiency or overregulation. To address these differing attitudes, internal communications should go beyond region-specific frameworks and focus on creating a platform rooted in the company’s core values.  

By uniting employees around shared values rather than regulatory mandates, companies can foster a more consistent, values-driven approach to sustainability that resonates across regions, ensuring that ESG initiatives are not only implemented but also understood and embraced at every level of the organisation.

Why internal communications matter in ESG 

As the focus shifts to include people and the planet as well as profit, ESG is increasingly linked to a company’s reputation and culture. Companies that neglect sustainability face criticism, retention issues and lost business, while those taking meaningful action gain a competitive edge in attracting talent and driving success. 

Effective internal communication is key to fostering the behavioral shifts needed for ESG initiatives. The launch of an ESG Report, for example, can engage employees through storytelling, using channels like the intranet, newsletters and webinars, which have proven effective for boosting engagement. 

Effective internal communication is key to fostering the behavioral shifts needed for ESG initiatives.

Empowering employees to improve ESG performance is essential. That could be as simple as encouraging people to turn off the lights and implementing follow-me printing. Or it could be providing mechanisms for everyone to make suggestions for improvements. 

A further option is to develop an interactive online training module that summarises the ESG Report in a way that is easily digestible. A combination of videos, slides and interaction can often help embed the key information from a report and, importantly, the thinking behind it. 

How internal comms can drive ESG success 

Build awareness of the company’s ESG efforts 

Awareness is key to driving engagement in ESG initiatives. Regular internal updates through newsletters, intranet, town halls meetings, as well as cascading information through management levels, help employees understand the significance of these efforts and how they can contribute to the broader ESG strategy. 

Educate employees and improve their understanding of ESG

ESG varies in meaning, so internal communications should clarify what it means for your organisation. Educational resources like interactive training sessions, webinars and guides help demystify ESG concepts and their impact.  

Humanise ESG and highlight shared responsibility 

ESG is a shared responsibility for every employee. Internal communications can humanise this by sharing personal stories of employees contributing to ESG goals. This fosters collective action and helps employees see themselves as integral to the company’s success. 

Encourage employees to take ownership of ESG initiatives 

For ESG efforts to succeed, employees need to feel empowered to integrate sustainability into their roles. Internal communications should highlight ways they can contribute, from small daily actions to leading larger projects. Encouraging initiatives like green teams, new practices and volunteer programmes fosters a culture of ownership, embedding sustainability into the company’s DNA. 

Create a shared sense of belonging and professional pride 

When employees feel connected to a larger purpose, it fosters a sense of belonging and pride. Internal communications should celebrate the company’s ESG achievements, recognising both team and individual contributions. Linking  ESG success to the company’s identity allows employees to take pride in their work, knowing they’re making a positive impact on society and the environment. 

Best practices for effective ESG communications 

To maximise the impact of internal communications on ESG initiatives, consider these best practices: 

1. Break down complexity

Simplify ESG concepts into actionable steps, making them easy for employees to understand and apply. Focus on relatable actions like reducing energy use or suggesting workplace improvements. 

2. Link to strategy

Align ESG messages with the company’s overall business goals, showing employees how sustainability contributes to both the environment and the company’s long-term success. 

3. Target real levers

Prioritise communications on key ESG areas where employees can make the most impact, ensuring focus on initiatives that drive real change. 

4. Activate leaders

Empower leaders to be champions of ESG, helping them communicate sustainability goals and recognise employees’ contributions, embedding ESG into team cultures. 

5. Leverage reporting

Use opportunities like annual ESG reporting to engage employees by breaking down key achievements and highlighting their contributions, fostering transparency and a sense of ownership. 

6. Focus on storytelling

Share impactful stories that humanise ESG, showcasing how initiatives make a difference in communities or the environment, and featuring employees’ efforts to inspire collective action.

Companies must adopt a holistic approach that integrates clear communication, employee empowerment, and shared responsibility, ensuring that ESG initiatives are not just top-down directives but a collective mission embraced by all.  


 
Charlotte Lepesqueux

Consultant, based in Geneva

Her previous experience at leading global cruise line, MSC Cruises, shaped her passion for bringing communication strategies to life.

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