As a freelance writer, I’m being approached more than ever to create content that highlights ESG initiatives. Companies are eager to position themselves as sustainability leaders, showcasing their commitment to environmental and social responsibility.

The demand for clear, compelling ESG messaging is growing, as brands recognise the need to connect with consumers who prioritise ethical and sustainable practices.

The Importance of Authenticity

The shift towards ethically minded consumers presents a clear opportunity for brands, but authenticity is crucial. Consumers can easily detect insincere ESG efforts, and greenwashing can do more harm than good.

A fascinating study from Oliver Wyman examined how banks communicate their sustainability efforts. Consumers were presented with three climate narratives:
· A net-zero commitment, focusing on defunding fossil fuels
· A transition-finance commitment, scaling at $1 trillion
· Offering non-plastic, eco-friendly bank cards
The most valued initiative? The eco-friendly cards.
This highlights a key insight: consumers respond to tangible, immediate changes over vague, long-term commitments.

How to Make ESG Actionable

· Highlight real changes – Instead of promising big changes decades from now, showcase what you’ve already achieved.
· Use data – Back up claims with measurable impact.
· Keep it relevant – If sustainability is core to your product, ensure it’s reflected in every touchpoint, from packaging to messaging.

Phrases That Strengthen ESG Messaging

· We’ve listened – Shows responsiveness to consumer concerns.
· Immediate impact – Reinforces that changes are happening now.
· Backed by data – Strengthens credibility and transparency.
· Small but significant – Highlights the value of incremental improvements.
· Tangible change – Emphasises measurable, visible outcomes.
· Sustainable innovation – Frames progress as forward-thinking and strategic.
· Certified sustainable – Adds legitimacy through recognised standards.
· Built for the future – Positions the brand as proactive and responsible.

What to Say and What to Avoid

Say this: “We have implemented a new supply chain process that reduces emissions by 30%.”
Not this: “We care about sustainability and are working towards a greener future.” (Vague and unsubstantiated claims don’t build trust.)
Say this: “Our new product packaging eliminates single-use plastics and is 100% compostable.”
Not this: “We are exploring ways to become more environmentally friendly.” (Just exploration?)

Why Action Today Matters

Many companies focus on pledges for carbon neutrality by 2050. But consumers want to see action today. They are more likely to trust and engage with brands that demonstrate immediate progress, rather than distant, uncertain promises.