In an era where investors are increasingly focusing on sustainability and ethical considerations, telling your Environmental, Social, and Governance stories effectively has never been more critical. Your firm takes ESG seriously – and you have great stories to tell. So, how do you tell them?

Communicating your ESG strategy shouldn’t simply be about ticking boxes; the best ESG communications tell a story that connects with investors on a deeper level, showcasing your firm’s commitment to making a positive impact on the world, on people, and potentially increasing the value of your portfolio.

The key to telling any compelling narrative is understanding who your audience is, their concerns and perceptions and tailoring your messages to them. When it comes to ESG communications, your audience can range from those with a casual interest in sustainability, to ‘impact’ investors for whom ESG considerations are central to their investment decisions. Some investors may simply see ESG related risks ahead for portfolio businesses, so prioritise the businesses you choose to feature and be honest about any challenges you face in transforming them. Consider addressing these challenges head on to demonstrate your awareness rather than letting concerns fester. Tailoring your message to address the concerns and interests of your target investor group is key.

Stories have the power to engage and inspire, and this is particularly true for ESG narratives. Instead of presenting dry statistics and reports, try to frame your ESG efforts within the context of a larger story. This could involve:

• • Origin Stories: Share the journey of your firm’s commitment to ESG principles. What sparked the initiative? How has it evolved over time?
  • Hero Stories: Highlight key projects or initiatives and the individuals or teams driving these efforts. Personal stories of commitment and innovation can be very compelling.
  • Future Narratives: Discuss your vision for the future and how your ESG efforts are a critical part of achieving this vision. What impact do you hope to have on communities, the environment, and society at large?

To make your ESG stories stand out, consider using video. Studies show that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text*.

• • Visualising data: Complex data on ESG efforts can be made more easily digestible and engaging through well-designed video graphics and visualisations to ensure they really land.
  • Testimonials: Short video testimonials from employees or other stakeholders can increase authenticity to your ESG narrative and add an emotional connection for your audience.
  • Showcase best practice within your portfolio: Using real-life examples of ESG practices being implemented across the portfolio can demonstrate that you can walk-the-walk as much as you talk-the-talk. Use case videos are a great way to bring these stories to life; consider using succinct bite-size video pieces to break up the main content of an investor meeting. Producing virtual tours of facilities where initiatives are already in action (like renewable energy installations or diversity & inclusion projects) can also help provide tangible evidence of your efforts.

Transparency and authenticity are the foundations of any effective ESG communication strategy. For example, investors are increasingly savvy in smelling greenwashing, so it’s essential to be honest about where your firm stands on environmental issues. It’s about building trust and credibility, and video can allow you to tell your ESG stories in a way that resonates on a deeper level, conveying your values and vision with clarity and conviction.

Showcasing your ESG stories for investors is about much more than just sharing data and reports; it’s about telling stories that resonate and, where appropriate, demonstrating your firm’s commitment to making a positive impact. By understanding your audience, leveraging storytelling techniques and using video to bring those stories to life, you can effectively communicate your ESG efforts in a way that inspires and drives investment.