Corporate Communications Conference Europe: Session Report 2

I participated in the " Corporate Communications Conference Europe " (organized by Global Insight Conferences Ltd.), which was held in Amsterdam on June 25, 2024.

This article is the second in a series of three that introduces attended sessions.

Following on, was a Panel discussion on Sustainability & ESG Communications jointly led by Leanne Attridge, Global Director of Corporate Communications, Too Good To Go, and Evi Robignon, Director for Public Relations & Communications, Radisson Hotel Group. Both underscored that, in an era of greenwashing, pinkwashing, and sportswashing, it is vital that ESG comms are backed by concrete proof, consisting of data and various positive contribution activities, to avoid potential reputational damage, backlashes and boycotts etc.

Furthermore, with some sustainability goals taking 5, 10 and even 20-plus years to realize, they noted, however, narratives around sustainability and ESG should remain current and frequent updates should be provided - for example, publishing content on milestones reached and short-term wins achieved as well as sharing progress toward mid-term targets and overviews of long-term visions. They noted such content would build brand equity, highlight the work of the company in a positive light, and how it is committing, and contributing, to various environmental initiatives and communities.

The same panel also discussed the issue of whether it’s appropriate for companies to use their societal status to pick-up, and preach on, certain issues. In the US, for example, there has been an increasing number of backlashes when companies adopt certain political/societal stances etc. – this then led the speakers to ponder whether entities in the UK and Europe were likely next targets. To mitigate any potential reaction and criticism, panelists noted that companies should rather seek to educate audiences and use more nuanced, humbler wording such as “we can all …” rather than adopt a haughty “you should …” approach.

Furthermore, before adopting a public point of view, it was noted that companies, and their communications teams, should always be thinking “are we the right people to be talking about this,” that they should have their own social barometers and not just follow the social zeitgeist. Speakers also mentioned that it is most beneficial for companies to focus on their core messages only - the three pillars of product, people, and planet rather become sidetracked and adopt somewhat haphazard stances on various issues.