Sixty-six percent of customers think transparency is one of the most attractive qualities a brand can have. We are all a part of a “need-to-know” culture. Sometimes our “need-to-knows” are frivolous. But we also want to know about more serious things – we want more clarity from companies we choose to give our money to.
(e.g., Are you supplying jobs to people in third-world countries? Is your brand mission about utilizing local materials and resources? and more)
People want to know about who you’re helping so that they can feel good about giving you their support. Some of the largest brands (Apple, Google, Patagonia, Toms, Starbucks, Nestle, Nike, etc.) have made it their mission to help those in need. We like their products, but more importantly, we like what they stand for.
Does your business’ communication have the appropriate level of directness, transparency, and honesty to benefit your customers, investors, team, and overall organization?
Consistent Communication powerfully affects overall ESG alignment and performance. The frequency, volume, channels, content type, the openness of communication all things impact organizations’ ability to learn and to change. Communication impacts employees’ attitudes and engagement. It can influence customers to embrace your wider purpose.
Future-Gen Customers are not only turning away from unsustainable brands. They are also becoming increasingly willing to pay more for sustainable products or services and do business with companies that offer sustainable credibility.
Tip: With both customers and investors subjected to thousands of brand messages a day, businesses must make an impression quickly. Studies show that the first seven seconds that a person engages with a brand are often make-or-break.
The usage quota of the ESG Doc Short Link will be included in different ESG Alignment Program Plans for for Engagng with different stakeholders.