ESG and the changing role of brand
The focus of brand expression used to revolve around the practical application of corporate visual identity. As consumers became more conscious about their choices and more verbal about their expectations, that focus also evolved from visuals and aesthetics to being more purpose-driven.
Brands can no longer just embody what an organisation is and wants to be; they also represent the crucial link between what organisations truly stand for and what their stakeholders expect. This raises the question about brand leadership’s role in the ESG conversation.
ESG and brands in the boardroom
For so long, ESG has primarily been tied around the CEO and other senior leadership. After all, the burden of decision-making, as well as that of accountability and performance, is theirs to carry. But if an organisation is to make a real difference and lead the ESG agenda, the brand leadership (i.e., CCOs and CMOs) would have to push for and take the lead in aligning the organisation’s ESG strategy and the brand’s positioning and proposition. Moreover, the brand leaders also have the crucial task of ensuring that everyone across the organisation is on-board with its ESG agenda.