Over the past year, ESG has faced fierce criticism. Despite this, Jonathan Malyon, managing director at We Are Tilt design agency, believes ESG strategies still signify crucial progress towards change, and describes how they can be authentically implemented.

More and more businesses now realise that their success is intertwined with how they use their profits or services to – directly or indirectly – create a positive impact on people and the planet. Over and above the fact that it is the right thing to do, this renewed focus on environmental and social responsibility is now a major contributing factor in the fierce war for talent, investor relations and the continuous quest for customer loyalty.

This has given birth to ESG. An evolution of CSR, it sees businesses and governments defining strategies to create a more sustainable and equitable future for us all. In holding themselves accountable through a systematic commitment to improving both business practices and impact, that are both rigorously reported on and measured, businesses seek to put a little good back into the world. 

ESG metrics have received some criticism in recent years for its subjectivity and intangibility. Whilst in some instances these criticisms hold up, I believe that ESG is more than just a score, but rather its very existence works to create a shared mindset of behaviours. A new way of doing business that, irrespective of initial agenda, or score rankings, ultimately creates a positive impact. And that can’t be a bad thing, right?  

Solving climate change and the inequality within society is going to be, in equal parts, a logistical challenge as much as it is a communications one. As businesses and governments begin to shape their ESG strategies, we are presented with a unique opportunity to use our creative talents to help. 

In bridging the gap between ESG strategy and reality for big businesses, we have an opportunity to change behaviours, shift attitudes and motivate action that not only helps clients achieve their moonshot targets, but actually creates a positive impact on the world in the process. 

Experience tells us that you can tell someone about environmental or social issues until you are blue in the face, yet nothing will change. Why? People believe it to be too big an issue, too complex and too systemic for an isolated shift in behaviour to have an effect. In breaking down this stigma, creating big emotive experiences that make people think and feel, then instilling a shared sense of unity and achievable "bite-sized" actions, we can set people on a path to changing behaviours. In my opinion, this is the definition of digital impact.

So my final thoughts on ESG are this: behind this acronym lies the path to a fairer world.

To begin refocusing your skills into this area, start by attending grass roots events like the Blue Earth Summit, or skills focused events like the Design for the Planet festival in order to hear from experts at the coal face. Sheep dip yourself in this way of thinking, then apply this mindset and your creative skills to supporting businesses in making the positive impact they are pledging to make.

It’s time to refocus mindsets towards environmental and societal challenges from that of an insurmountable threat, to that of an opportunity for change.