Building A Tech-Inspired ESG Narrative

In the ever-evolving landscape of technology, communication about Environmental, Social, and Governance (ESG) issues is becoming increasingly complex and critical. As we close the year, there is an increase in conversations and dialogue about ESG narratives with companies in different sectors focusing on the best ways to navigate the intricate web of ESG communication. According to the new World PR Report 2023-2024 from the International Communications Consultancy Organisation (ICCO), ESG is the area in which most communications investment is expected in 2024.?

Taking a leaf from the same, PRCAI (Public Relations Consultants Association India) recently hosted the Listening Circle, with Perry Bradley , Director, Media Relations, GE Aerospace, who was visiting India from Ohio. PRCAI invited key communications and media experts, from the PR community to participate in PRCAI Listening Circle to discuss what revolves around the challenges of navigating an ESG narrative across continents and the growing importance of the 'internal employee teams' as a key stakeholder.?

In the changing landscape of global industries, sustainability has emerged as a paramount consideration across sectors.?

Building Consistent Foundations: Truth, Action, and Commitment

Of the key insights, consistency emerged as one of the important strategies for building a consistent ESG narrative. It is important that the building blocks are grounded in truth, action, aspirations, and company commitments. These elements serve as the bedrock upon which the narrative is constructed. Regardless of the audience—be it government officials, internal employees, or passengers (customers)—the fundamental principles should remain steadfast. This not only establishes credibility but also forms the basis for a cohesive and authentic communication strategy.?

In line with the ESG narrative, Perry, speaking about the GE Aerospace strategy, said, “Over the past four decades, there has been a significant improvement in fuel efficiency, with a doubling of efficiency in our jet engines. This achievement is not solely attributed to environmental, social, and governance (ESG) considerations, but rather stems from the strategic focus on addressing our customers' primary variable cost—fuel.”?

He further added, “By prioritizing fuel efficiency, we aim to enhance our customers' success, recognizing that fuel expenses constitute their most significant operational cost. This approach is a departure from the narrative of the past, where the emphasis on fuel efficiency was more aligned with environmental concerns. About five years ago, this shift in perspective became particularly pronounced, as we increasingly emphasized the economic advantages of improved fuel efficiency in making our customers more successful and, consequently, driving increased engine sales.”?

Tailoring Communication for Diverse Audiences

Most technology companies operate within a diverse ecosystem, engaging with various stakeholders such as government bodies, internal teams, and the end consumers. There is also a need to tailor messages to resonate with each constituency. While senior leadership might drive conversations with government officials in each sector, passion from specific individuals, like specific personnel from the engineering department, can be a driving force in internal communications. The key is pairing the right building blocks with the right messenger for each audience.

B2C Challenges and the Technological Frontier

In terms of the aviation industry, a significant shift is the emerging business-to-consumer (B2C) opportunities. Technological innovations, such as a revolutionary engine design with a massive propeller, pose a challenge in communicating complex solutions to passengers. The need to bridge the gap between technical intricacies and layperson understanding is a critical aspect of the industry's communication strategy. Educating passengers about these advancements becomes crucial to garner support and understanding.

Global Considerations and Regional Nuances

The aerospace industry operates on a global scale, dealing with diverse regulatory frameworks, cultural differences, and regional perspectives. In line with this, Perry said, “Communication strategies must be adaptable to these variations, acknowledging that what works in one region may not be effective in another.” The challenge is to maintain a global perspective while being fluent in local cultures, ensuring that the communication is relevant and resonates with stakeholders across the globe.

Internal Communication: Attracting Talent and Meeting Expectations

Internally, technology companies face the challenge of communicating ESG goals effectively, especially in attracting talent from younger generations like Gen Y and Gen Z. These individuals prioritize working for companies that align with their values. To this effect, internal communication has been successful in conveying the technological advancements and goals of the company.?

In terms of talent, there are some changes in the recruitment processes and candidate assessment considering ESG considerations. However, the emphasis remains on individuals who can unpack technical complexities and make them relevant, and the core skills required for effective communication have not drastically changed.

ESG Narratives and Changing Dynamics

Despite featuring stories on major companies actively involved in sustainable initiatives, the industry is grappling with finding impactful narratives. The challenge lies in bridging the gap between technical intricacies and the ability to communicate these initiatives in a way that resonates with a broader audience. Various technological companies and the industry as a whole face a multifaceted challenge in navigating the ESG landscape.?

The key lies in building and reinforcing consistent foundations, adapting communication strategies to global and regional nuances, and continuously improving narratives to stay ahead in the ESG landscape. Addressing the challenges outlined and collaborating to build a narrative involving all stakeholders will be pivotal. As the industry propels towards a more sustainable future, effective communication will be the catalyst for success.