Communicating about doing good: not done?
Research shows that businesses (and society as a whole) thrive when there’s a balanced pursuit of both societal goals and economic drivers. We are increasingly aware of this balance when deciding whether to buy a product or partner with a company. The acronym ESG (Environment, Social, Governance) now represents a range of initiatives companies are investing in, covering areas such as climate, energy, resources, health, equality, and safety.
Taking care of each other and the world around us: thankfully, we’re getting a little better at it each day. But should you communicate about it, or is it better to keep quiet?
In the past, the standard was that communicating about ‘doing good’ was simply not done. You were expected to just act and speak little of it, as talking about it often weakened credibility—no matter how genuine the intentions were. Terms like greenwashing and window dressing became natural barriers, and, to be honest, that was often for the best.
If you ask us, this perspective has definitely shifted in today’s world.
Because the range of challenges we face—from financial to climate to energy, and beyond—can only be tackled if we all shoulder the responsibility together. And everyone should, or rather must, be aware of this. After all, setting a good example inspires others to follow, and that’s exactly what we need.
That’s why we opened the conversation about sustainability in Great Talks 2.
So, dear businesses, shed your hesitation and communicate your societal contributions. Of course, the tone is everything, so do it wisely and thoughtfully. Above all, be genuine. Recognize that by communicating about ‘doing good,’ you can encourage others to take action too. Showing that, beyond the positive impact, it also brings a surge of energy, pride, and motivation within your organization. And yes, doing good can benefit your business too. No need to be secretive about it.
Curious if, and how, this could work for your organization? Feel free to stop by for a brainstorming session—we’d love to dive into your story.