Study commissioned by Due provides data on the topic
According to an analysis commissioned by Due, clearly and effectively communicating ESG (Environmental, Social and Governance) practices in business will be a necessity for corporations in 2024.
Flávio Ferrari, specialist in future scenarios, professor at ESPM and director of the study, says that society expects large organizations to make the world a better place to live. “In addition to putting your speeches into practice (walk the talk), the big challenge will be explaining the relevance of your actions to stakeholders (talk the walk), obtaining their engagement and support.”
The analysis also reveals that 47% of consumers believe that the environmental issue is more relevant, followed by social issues for 29% and governance for 24%. In August 2023, there were 55 thousand publications collected on the topic. The Amazon leads searches with 16%, followed by ESG with 15% and corruption with 11%. Furthermore, 78% of accesses were made via computer, which reveals an intention to dedicate more time to research.
The study also highlights some barriers, which indicate the need for effective communication that leaders must consider. Among the difficulties are the lack of knowledge for 49%, pressure for short-term results for 48%, 46% think there is a lack of prepared professionals, for 45% the topic is not a priority and leadership is not committed for 41%.
It is necessary to simplify communication so that society understands the real benefits of sustainability. Despite being on corporate agendas, it is a topic that is little understood and there are many brands that speak specifically and do not include it in their advertising strategies, says Ftima Rendeiro, head of market intelligence at Due.
