Avoid discontinuing ESG commitments made amid the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2021, 2:06 AM GMT+0

Tie product, packaging, promotion, and place (distribution) marketing with ESG, diversity, equity, and inclusion efforts (DE&I).

Environmental, social, and governance (ESG) policies and actions that peaked during COVID-19 may drop as the pandemic dips, as per bank directors, CEOs, and senior managers. However, abandoning ESG efforts could result in a loss of investments, since 77% of investors increased ESG investments "significantly" or "moderately," due to COVID-19.

Brands cannot afford to demonstrate bad social value practices since regulators, consumers, investors, business partners, and the media are all taking note of their commitment towards ESG. Organisations like banks would do well to integrate ESG, DE&I policies into their corporate culture.

Companies can build trust by demonstrating purpose and removing obstacles and prejudices to create products and policies around ESG marketing. Implement DE&I practices to maximise performance and revenue, as ESG rated companies surpass their competitors.

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