Being successful and socially responsible at the same time

As the world’s exchanges and investors increasingly concern themselves with ESG (environmental, social and governance), and in response to an estimated increase of sustainable development investment in Asia to more than US$200 million, the Hong Kong Exchanges and Clearing Limited (HKEx) has also laid down guidance and rules regarding ESG reporting, hence, introducing a new era of competition among listed companies.

ESG as the new marketing philosophy

Sustainable and ethical business management can affect a corporation’s financial performance, brand reputation, recruitment of top talent and managerial excellence. And this is where ESG is significant.

Adept utilisation of ESG reporting therefore enables the achievement of a level of publicity surpassing that of traditional advertising methods.

That there is no specific standard for an ESG report may render corporations confused and helpless, yet on the flip side, this could also open the door to brand marketing. The key is strategic planning, which is a necessity when lining up sustainable environmental and social projects that align with the corporation’s business direction, as much as it is a necessity when initiating collaboration from a third party (environmental groups, charity organisations, professionals, etc), whose mission is in sync with that of the corporation.

By all means incorporate elements of business marketing and brand image in the production process of the report, and launch your marketing campaign through various online and offline platforms at the same time. The truth is, you can be fulfilling corporate social responsibilities while promoting your corporation’s continuous aim for excellence – an effective way to market your corporate philosophy, to say the least.

By Alford Cho, managing director of Cre8 (Greater China).