In an era where sustainability and corporate responsibility are centre stage, there has never been more pressure on businesses to set and uphold environmental, social and governance policies.
And for good reason, ESG is more than a set of guidelines, it’s a roadmap to sustainable growth and it reaches a pinnacle moment for the MENA region this year.
The UAE is set to host The 2023 UN Climate Change Conference. COP28 will convene in Dubai from 30 November to 12 December 2023 with H.E Dr. Sultan Ahmed Al Jaber, President-Designate for COP28 UAE committed to deliver ‘the most inclusive conference possible’.
Part of that commitment includes launching the COP28 & SME Climate Hub for MENA. The hub aims to support SME businesses by providing free access to tools and resources to implement emission reduction strategies.
It’s clear that ESG is becoming a bigger priority for our region and more and more businesses are striving to formalise their ESG strategies. PwC’s 2023 Middle East Report shared that 64 per cent of respondents have adopted a formal ESG strategy and the number of companies without a strategy has fallen in the last 12 months.
Dr Yahya Anouti, PwC Middle East ESG Leader, Partner, Strategy & Energy, Utilities & Resources Practice shared that “with the right coordinated response from governments, 2023 could be the region’s most environmentally transformative year yet”.
What role do marketers play in crafting a brand’s ESG strategy? How can marketers responsibly manage ESG initiatives?
Storytelling with sincerity
Marketers are uniquely positioned to manage a brand’s ESG initiatives authentically and appropriately. We have the power to craft compelling narratives that resonate with our consumers. I use authentically and appropriately with great passion here, as ESG messaging must be rooted in a genuine commitment to sustainability and social responsibility.
Too many organisations that profess their commitment to ESG have been exposed as misleading or completely false. Greenwashing undermines consumer trust and deceives genuine ESG supporters.
Brands have a responsibility to verify their claims so where possible, marketers can look for independent external accreditation or industry approval to verify their authenticity.
By aligning brand messaging with meaningful ESG actions, marketers can be true drivers of positive change.
Data-driven insights
Marketers can leverage data to assess the impact of ESG efforts, demonstrating measurable results to internal and external stakeholders.
Chris Babayode, Managing Director EMEA, Mobile Marketing Association (MMA) said: “ESG focused companies often find it easier to attract investment and secure favourable lending terms. A growing number of investors are prioritising ESG criteria when making investment decisions. Companies with strong ESG performance can tap into a broader pool of capital, enabling expansion and growth opportunities.”
It’s no surprise that marketers can lean on their data to showcase their brand’s ESG commitment and enable continuous improvement.
Cross functional effort
ESG needs to be a cross-functional effort. Firstly, effective ESG messaging is cohesive and aligning marketing strategies with ESG goals can amplify a brand’s impact.
But crucially, PwC’s Middle East Report identified an absence of adequate internal skills and expertise to implement ESG initiatives. According to the report, two in five respondents listed a ‘green skills gap’ as a key obstacle to further progress. It’s clear that a cross functional approach to ESG will lead to greater success.
As the custodians of a brand’s image and reputation, marketers are pivotal in crafting and managing ESG initiatives.
Marketers must engage with various stakeholders, including customers, employees, suppliers and the community.
By Melis Ertem, Regional Director at MMA
