In a space where financial services organisations are competing for attention, the best approach to your ESG proposition involves leveraging a distinctive and meaningful story around your organisation’s positive social impact.
As we consider shifting customer expectations around the brands we transact with, we have focused in on ESG and how tricky it can be to differentiate for financial services firms. Our latest manifesto ‘Finding your ESG Edge’ outlines our thinking on how to approach this challenge and here I’ve pulled out the five main takeaways to keep in mind .
1. ESG is definitely in the spotlight
Customers increasingly want the brands they interact with to evidence how they are making a positive social and environmental impact, to help them minimise, or even offset, their own personal impact. Customers want to put their money behind good companies doing good things.
This shift has cast the spotlight on financial services CMOs who need to build brands on sustainability and show they are backing up purpose-driven campaigns.
2. Your ESG position is a story to tell
Articulating your ESG activity with a compelling narrative is no longer a nice-to-have but a need-to-have. It should be the cornerstone of your brand proposition and messaging. Telling your ESG story in an authentic and engaging way to the right audiences at the right times is the best way to improve your brand reputation, build trust and grow audience engagement.
3. Back up your ESG with action
It is paramount that you back up ESG brand propositions with meaningful actions which demonstrate and solidify your commitment to making a positive social impact. Build your ESG messaging around organisational principles, benchmark your progress against clear proof-points and be transparent about what you’re doing to evidence your commitment.
4. Find your ESG USPs
By asking the questions which interrogate your ESG stance Rationale can help you find your USPs that will make you stand out. Without understanding how you differentiate from your competitors, you will never be able to define your white space – a gap you can fill with high-impact, creative content, bringing to life your organisation’s values.
5. Make your audience feel something
When it comes to articulating and amplifying ESG narratives which drive engagement and consumer trust, one thing is essential – emotional resonance. Don’t be afraid to make your audience feel. If anything, this is what you should strive for.
Bolster your ESG messaging by finding and amplifying real stories built on creating human to human connection.