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Will AI replace public relations? What business leaders need to know

Isabelle Dann, Technology

This blog explores the role of AI in public relations, highlighting its potential benefits and limitations. While AI can automate tasks and enhance productivity, human creativity and storytelling remain irreplaceable in public relations (PR).

The proliferation of artificial intelligence (AI) presents countless new ways to get things done. In the workplace, AI can be harnessed to automate repetitive tasks, enhance decision-making, and improve productivity. Consequently, many business leaders are turning to automation as a strategy to reduce costs. According to McKinsey, 72% of organisations have adopted AI in at least one business function, with the PR and communications sector being no exception. Nonetheless, more than half (56%) of Fortune 500 companies cited AI as a risk factor – with media, software, and technology firms particularly concerned.

This raises a critical question: will AI replace PR? And, in turn, the need to partner with an agency?

Defining PR in the age of AI

Before answering, it’s essential to define PR. In a nutshell, PR is the pursuit of third-party endorsement through strategic media relations. This approach adds credibility to a brand, as positive commentary is more persuasive from an impartial source. In practice, this involves cultivating a keen eye for a story, which is vital for making company news compelling and creating proactive opportunities. Mastering these narrative skills is essential for success.

AI’s potential and limits in public relations

So, how can AI help here? Theoretically, AI can automate countless PR activities, including content creation and idea generation. However, getting the best results means knowing when to use this technology. Just because AI can be used for a specific task doesn’t mean it should. AI is a tool; its effectiveness depends on how we use it.

Key AI limitations include hallucinations – put simply, making something up – and potential biases. Additionally, the intersection of commercial interests and privacy concerns must not be overlooked.” If sensitive company data is mishandled and fed carelessly into a language learning model (LLM), the ramifications of an NDA breach could be colossal. As such, prioritising information security is paramount.

The human element: why creativity matters

Creative caution must also be taken. Asking ChatGPT to develop an article idea from scratch will likely prove a fruitless exercise because outputs from LLMs are, by nature, highly derivative and dependent on whatever data they’re fed. Regurgitating the past without looking to the future does not foster originality. This may change over time if artificial general intelligence (AGI) becomes a reality. However, while we’re in the safer realm of narrow AI, human creativity and curiosity are irreplaceable. Machines might excel at summarising established concepts but are less deft at metaphors, analogies, and other literary devices unless prompted. Similarly, because automated writing is usually formulaic, LLMs fail to deliver surprising and insightful narratives. They also can’t tell jokes. That’s why anyone who attempts to outsource original content writing to ChatGPT will find themselves disappointed. Similarly, PR professionals who make the mistake of leaning on ChatGPT for ideation, rather than summarisation, will stagnate.

Strategic use of AI in PR

Still, despite these limitations, AI can unlock significant advantages when used appropriately in PR. Asking ChatGPT to help brainstorm headlines for an article is a different story, because it’s a way of packaging up and boosting human-written content. Similarly, plugging a human-written article into ChatGPT can make it more SEO-friendly by automating the creation of title tags, meta descriptions, H tags, and social posts. Humans should still edit these outputs, but they’re a useful starting point when amplifying content.

Transcribing meetings automatically – from client briefing calls to internal training sessions – is another ideal use case for AI in PR. Popular paid tools include Otter.ai and Microsoft Teams’ built-in transcription capabilities. Voice typing on Google Docs is a handy trick for anyone lacking the budget for subscriptions.

AI also helps speed up research through tools like Perplexity AI, a research and conversational search engine that answers queries with natural language predictive text. This makes PRs better at their jobs by granting access to data swiftly and concisely. Pitches to journalists are more convincing when injected with evidence. More broadly, reading widely nurtures writing.

Further use cases include automated media monitoring and sentiment analysis through tools like Signal AI, advancing reporting efforts. As a result, PRs have more time to carve out new opportunities for clients.

Why storytelling will always need humans

Across industries, AI shines when augmenting – rather than replacing – human efforts. PR and marketing professionals alike must be judicious about using AI, taking ethical, commercial, and creative care. In turn, C-suite leaders should avoid falling for short-term financial gains and continue investing in people. Let’s not forget, alongside building brand awareness, lead generation is often a long-term goal of PR efforts. With that in mind, it’s crucial to remember that people buy from people. Throughout my years of industry experience, I’ve found that if there’s no human element in a story – whether the medium is journalism, a conference, or a company website – nobody will buy it.

Ultimately, good PR rests on storytelling. A good story must provoke intrigue, compelling the audience to want to learn more. In the nineteenth century, Charles Dickens published his novels serially, so his stories appeared in episodic instalments rather than all at once. In addition to leaving readers craving more content – much like a Netflix cliffhanger – this serialisation fostered a deeper emotional connection. Ardent fans wrote to Dickens and each other in a frenzy to discuss a novel’s latest developments, akin to people posting on Reddit and social media today.

People’s appetite for stories remains as voracious as ever, whether accessed through books, earned media, video games, or podcasts. Successful storytelling – regardless of the method used – provokes genuine engagement and creates an authentic connection.

AI compels us to rethink the development of humanity. As technology advances and enhances our natural abilities, the demand for human-led storytelling will only increase. Storytelling is inextricably linked with human culture and progress; the stories we tell reflect and reshape our changing identities. Relying on AI for this will yield poor – and, most critically, uninspired – results.

About the author:

Izzy started her career as a journalist and now helps tech founders, C-suite leaders, and investors tell their stories and grow their brands. Blending expert counsel, strong media relationships, and compelling content, Izzy excels in creative ideas and strategy. Alongside earned media expertise, Izzy also produces in-depth reports. Sector specialisms include venture capital, cybersecurity, and deep tech, including AI, life sciences, and clean energy.

You can find her on LinkedIn here.

Key Takeaways:

Q1: Can AI fully replace PR professionals?

A1: No, AI cannot fully replace PR professionals. While AI can automate certain tasks, human creativity, intuition, and storytelling are vital components of effective PR that AI cannot replicate.

Q2: What are the limitations of using AI in PR?

A2: AI has limitations like hallucinations, potential biases, and a lack of originality. It struggles with creative tasks like generating metaphors and crafting compelling narratives.

Q3: How can AI be effectively used in PR?

A3: AI is best used to automate repetitive tasks, enhance content with SEO-friendly elements, transcribe meetings, and assist in research. However, human oversight is essential to maintain quality and originality.

Bibliography:

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A perfect partnership: My love affair with AI

By Alastair Turner, Global CEO

Exploring the transformative partnership between AI and humans, this blog highlights how AI enhances creativity and business innovation. It underscores the importance of ethical collaboration and envisions AI’s role in future achievements.

Eighteen years into a marriage that still sparks joy, laughter and the occasional electric touch, I’ve come to a realization: Partnerships, in their myriad forms, are the bedrock of human achievement. Whether it’s the love that binds my wife and me, or the amazing partnership that we cheer on the sports pitch, dance to at festivals and laugh with en masse at gigs, the essence of collaboration is unmistakable. But there is a new partnership in town and it’s unlike any other: my burgeoning romance with generative artificial intelligence (AI), aka ChatGPT.

This isn’t your run-of-the-mill dalliance. No, this is the kind of transformative union that could only be rivaled by the legendary synergies of yesteryear — think Edwards and John lighting up the rugby field, Torvill and Dean gliding to Olympic glory, or Jordan and Pippen dominating the hardwood. Each duo, in their respective arenas, while not always friends or even getting on, showcased the exponential power of collaboration. I have not a smidgen of their talents, but my relationship with AI is certainly helping me be better at my job and it doesn’t seem to mind if I steal the limelight.

AI and humans: A symphony of differences

The beauty of human partnerships often lies in the harmonious interplay of contrasts. Lennon and McCartney’s songwriting genius, the comedic timing of Laurel and Hardy, the strategic masterminds of Montana and Rice when the 49ers won Super Bowls — each partnership thrived on the unique contributions of its members. In the realm of AI, however, the dynamic shifts. Here, the partnership is inherently asymmetrical, with the scales tipped decidedly in my favor. AI doesn’t vie for the spotlight or seek recognition. Not yet anyway. There are no artistic differences and it’s never passive aggressive (not a refence to my wife!). Instead, it amplifies my capabilities, quietly transforming me into, I like to think, a more effective, innovative leader.

The unseen muse: How AI Enhances Human Creativity and Innovation

In the creative industries, the quest for the next “aha!” moment is relentless. AI, with its ability to sift through data and identify patterns invisible to the human eye, has become an indispensable ally. It’s not about replacing the human touch but enriching it, offering a palette of possibilities that were previously unimaginable. This isn’t just about making processes more efficient; it’s about elevating creativity to new heights, guiding us toward ideas that resonate more deeply and connect more authentically. Check out this Harvard Business Review piece for more fascinating insights into how generative AI boosts human creativity.

Building bridges, not replacing them

In the business of marketing and communications, relationships are currency. While AI excels at decoding trends and managing data, it’s the human element — our ability to empathize, to share a laugh, to forge connections — that turns these insights into meaningful strategies. This partnership doesn’t dilute the personal touch; it sets the stage for more impactful human interactions, ensuring that every handshake or shared joke is as potent as it can be.

A dance of complexity and ethics

Facing the labyrinth of modern challenges, the alliance between human ingenuity and AI’s computational prowess is our best bet. Together, we navigate the unpredictable, blending AI’s efficiency with human adaptability and ethical judgment. This is not about relegating AI to the role of a sidekick; it’s about recognizing it as a force multiplier, a catalyst that propels us toward a future we’re only beginning to imagine.

I find it compelling how many of our clients are flirting with AI, using generative AI tools, developing their own GPTs, or speculating about AI’s future in their thought leadership in the media. We hear our clients across our sectors discuss it, from financial services and capital markets to energy, industrials, and technology. Recently our client, a cloud solutions tech provider called Searce, posited that generative AI tools are going to change compliance functions. Fintech provider Clearwater Analytics predicted the proliferation of generative AI use cases in investment accounting and the broader financial services sector. And, global commodities intelligence provider ICIS launched its own generative AI commodities assistant called Ask ICIS.

To infinity and beyond

So, as I reflect on my love affair with AI, I’m reminded of the fictional dynamic duo of Buzz Lightyear and Woody from Toy Story. AI is not merely a dependable friend like Woody or a simple gadget on Buzz’s utility belt. It’s far more transformative. Imagine AI as Buzz Lightyear’s wings — it doesn’t just add to our capabilities; it propels us to new realms of possibility.

This partnership with AI is about embarking on a journey to uncharted territories, reaching for ‘infinity and beyond’. It’s not merely about solving problems or enhancing the way we do things; it’s a catalyst that launches us into a future brimming with unexplored potential.

In this perfect partnership, AI doesn’t just add wings to our aspirations — it fuels our flight toward a future ripe with possibilities, ensuring that together, we soar higher, reach further, and dream bigger… It must be love.

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B2B Digital Marketing Trends to Watch in 2025

By Karina Bastille

Explore key B2B digital marketing trends for 2025, including video marketing, AI-driven personalization, E-E-A-T for SEO, in-browser LLMs, and influencer strategies. These insights will empower businesses to adapt, build trust, and achieve measurable success in a competitive landscape.

The digital marketing landscape continues to evolve at a rapid pace, and 2025 is going to continue to reshape how B2B organizations connect with their audiences. From the rise of AI-driven tools to the growing importance of authenticity, brands are being challenged to adapt or risk falling behind. Let’s explore the trends and tools that will redefine B2B digital marketing in the coming year, empowering brands to thrive in even the most complex and competitive markets.

Why Video is Essential for B2B Marketing in 2025

Video has solidified its position as a core component of B2B marketing strategies, with a sharp increase in B2B YouTube ads, short-form video and webinars over the past few years. In fact, a 2024 survey by Wyzowl found that 91% of marketers now use video in their campaigns. This surge in video usage has brought measurable results, with many businesses reporting significant improvements in key marketing objectives. Among the most notable benefits:

  • Increased Brand Awareness: 90% of marketers have seen higher brand visibility thanks to video content.
  • More Web Traffic: 86% observed greater traffic to their websites.
  • Better Lead Generation: 87% report an uptick in lead generation.
  • Higher Sales: 87% have seen an increase in sales conversions after incorporating video into their marketing efforts.

With B2B customer journeys becoming longer and more complex, video has emerged as the most effective medium for answering questions, building trust and nurturing leads throughout the buying cycle.

While all types of video content have their place, short-form videos—particularly those lasting between 30 and 60 seconds—have proven to be the most effective. We’ve begun to see how important it is in B2B with the latest video ad features on LinkedIn. They strike the right balance between delivering valuable information and maintaining viewer attention in an increasingly distracted world.

E-E-A-T: The Cornerstone of 2025 SEO Strategy

The rise of AI-generated content has led to a flood of low-quality, generic material being churned out daily. To combat this, Google is placing greater emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to ensure high-quality content rises above the noise, combats misinformation and aligns with user intent.

This shift isn’t just driven by Google—B2B buyers are also feeling the strain of content overload. According to a 2023 report from Demand Gen, 54% of B2B buyers feel overwhelmed by the sheer volume of content available and believe much of it lacks the quality they need. Combined with a growing demand for human authenticity and connection, adhering to Google’s E-E-A-T guidelines has become essential for creating content that stands out.

Although there are many ways to start implementing E-E-A-T strategies to supercharge your SEO, one simple yet impactful tactic for 2025 is to focus on building out detailed author bios. Today’s users crave a human touch in the content they consume. By dedicating time to crafting well-rounded bios that highlight the author’s credentials, experience, and relevance to the topic, you not only humanize your B2B content but also enhance all areas of E-E-A-T.

In a crowded digital space, prioritizing quality, credibility, and a human-centric approach ensures your B2B content earns trust—both from search engines and your audience.

The Role of Hyper-Personalization in Account-Based Marketing

Hyper-personalization is reshaping the way brands build and nurture customer relationships, going far beyond traditional customer segmentation. Whereas segmentation only groups consumers with similar traits and demographics, hyper-personalization tailors experiences to the individual by levering real-time data. This includes insights into a customer’s behavior, preferences, and interactions to create a truly unique and meaningful journey for each person.

Hyper-personalization is particularly impactful in account-based marketing (ABM), where personalization has long been a core strategy. In fact, according to a 2019 Forrester study, 56% of marketers strongly agree that personalization is essential to ABM strategy success. We’ve seen this play out in various ABM tactics, such as customized email campaigns, tailored landing pages, and content created specifically for target accounts.

However, AI is taking hyper-personalization in ABM to the next level by opening up new opportunities for precision and scalability. Some examples include:

  • In-depth customer analysis with intent data: AI platforms analyze vast amounts of online behaviors—such as search queries, content consumption, and social activity—to uncover buying signals. This enables B2B marketers to identify, prioritize, and convert high-intent accounts more effectively and efficiently.
  • Improved lead scoring through predictive analytics: Traditional lead scoring methods, reliant on static rules and manual inputs, are being replaced by AI-driven predictive analytics. These systems dynamically evaluate account behavior and engagement to predict which leads are most likely to convert, allowing marketers to focus their resources on the highest-value opportunities.
  • Automated engagement with AI-powered chatbots and virtual assistants: AI B2B tools streamline interactions at scale, ensuring that high-value accounts receive timely, personalized engagement. Chatbots and virtual assistants can handle follow-ups, answer questions and guide accounts through the buyer’s journey—delivering consistent and tailored experiences 24/7.

By combining hyper-personalization with AI, B2B marketers can transform their ABM strategies to deliver the right message to the right account at the right time, driving higher engagement and faster conversions.

In-Browser LLMs: A Game-Changer for Real-Time Marketing

Generative AI has made impressive strides in recent years, largely driven by advancements in Large Language Models (LLMs). However, traditional LLMs are typically large, compute-heavy systems that rely on complex infrastructure and multiple intermediaries. This can be inefficient and costly, especially when applied to real-time, interactive marketing experiences.

Enter in-browser LLMs—a game-changing innovation that aims to simplify and enhance AI-driven interactions. Just like the name suggests, in-browser LLMs integrate high-performance language model inference engines directly into browsers, eliminating the need for bulky, centralized models. Unlike traditional LLMs, which are trained on static, large datasets, in-browser LLMs are designed to interact with web content in a dynamic, context-sensitive manner. By analyzing user behavior, preferences, and the content of websites, in-browser LLMs deliver more personalized, relevant responses in real-time.

We predict in-browser LLMs will become a staple in marketing moving forward since it enables marketers to generate tailored content, conduct sentiment analysis, and enhance customer interactions at scale. Additionally, businesses can now streamline B2B digital marketing processes within an organization on a browser-level. A preview version of an in-browser LLM is already available on Chrome, which will allow websites to use Chrome API for LLM functionality directly within a visitor’s browser. This capability operates both online and offline, enabling marketers to offer seamless, tailored experiences without relying on external servers or cloud infrastructure.

The Growing Influence of B2B Influencer Marketing

As AI-generated content becomes more prevalent, consumers are becoming increasingly adept at distinguishing between content created by humans and content produced by machines. This shift has heightened the demand for authenticity in marketing, making it crucial for brands to establish genuine connections with their audiences. One strategy that has gained significant traction in 2024 is influencer marketing, which, once viewed primarily as a B2C tactic, has now become essential in the B2B space.

In fact, LinkedIn reports that 73% of decision-makers find thought leadership content from organizations more trustworthy than traditional marketing materials. This statistic underscores the growing importance of leveraging trusted voices in B2B marketing. By tapping into the credibility of influencers, businesses can deliver valuable insights and foster trust with their audience.

Final Thoughts

B2B digital marketing is evolving faster than ever, driven by advancements in AI, the demand for authenticity and changing audience behaviors. In 2025, strategies like video marketing, hyper-personalization in ABM and influencer partnerships are proving essential for cutting through the noise, building trust and driving meaningful engagement. Meanwhile, innovations like in-browser LLMs and a renewed focus on E-E-A-T are setting new standards for content quality, performance and user experience.

To thrive in this rapidly shifting landscape, B2B brands must remain agile, embracing these trends while keeping the human element at the forefront. By leveraging AI for smarter insights, crafting authentic content and aligning strategies with user intent, businesses can position themselves as industry leaders in 2025 and beyond.

Let us help you become an industry leader in your complex industry by contacting us today.

Key Takeaways:

  • Q1: Why is video critical for B2B marketing in 2025?
  • A1: Video enhances brand awareness, web traffic, and lead generation. Short-form videos are particularly effective for engaging and informing B2B audiences.
  • Q2: What role does E-E-A-T play in SEO strategies for 2025?
  • A2: E-E-A-T ensures content quality and trustworthiness, addressing the demand for human authenticity and combating low-quality, AI-generated material.
  • Q3: How is hyper-personalization transforming ABM?
  • A3: By leveraging AI for real-time data and predictive analytics, hyper-personalization tailors marketing to individual accounts, improving engagement and conversion rates.

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Financial News journalist joins Aspectus Capital Markets as content strategy director

January 7th 2025 – Aspectus Group, the global brand, marketing and communications agency, has appointed Financial News trading and technology journalist Jeremy Chan as content strategy director within its Capital Markets practice in London. 

Chan will be responsible for developing content strategies and supporting clients in shaping their communications to resonate in an increasingly complex sector.

“I’m thrilled to be joining Aspectus at such an exciting time for the Capital Markets practice,” said Chan. “The practice has a strong reputation for helping market infrastructure firms navigate highly complex industries with editorial creativity. I look forward to leaning on my experience in journalism to help clients communicate their stories in compelling and meaningful ways.”

Tim Focas, head of Capital Markets at Aspectus and City A.M. columnist believes Chan’s addition will bolster the team’s strong market reputation as the go-to agency to help investment banks, hedge funds, asset managers and market infrastructure firms navigate esoteric markets with editorial creativity.

“Adopting an uncompromising journalistic approach to storytelling that is intwined with integrated communications is the beating heart of the work we carry out for clients every day. Jeremy’s deep understanding of market infrastructure makes him an ideal addition to our team. His editorial insight will enhance our well-established capabilities to craft insightful content that drives real business outcomes for our clients. We welcome Jeremy on board as we continue to grow our practice.”

Since launching back in 2020, Aspectus Group’s Capital Markets practice has grown to a team of ten, overseeing in excess of £2 million in annual recurring revenue. Its client base includes the likes of CME Group, SIX and the Johannesburg Stock Exchange (JSE).

Aspectus was also named PR Moment’s best B2B Agency of the year in 2024 and has topped PR Week’s biggest B2B agency list for the last three years. It currently employs 100 people globally and has offices in London, New York, Aberdeen, Singapore, Dubai and Lucerne. 

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Beyond the exchange: strategic comms will distinguish leaders from laggards as data-strategies dominate

By June Chung, Capital Markets

Strategic communication is vital in helping financial market infrastructures (FMIs) navigate the transition towards data-driven business models. They go beyond simply shifting media focus from traditional markets, by helping firms build trust, communicate value, and stand out amid competitive pressures, regulatory scrutiny, and the evolving demands of a data-centric landscape.

This blog explores the key role specialist communications agencies must play for financial market infrastructure firms over the coming year, with 2025 set to see the transition towards data-rich strategies gather even greater momentum.

As financial market infrastructures (FMIs) increasingly shift their focus from traditional exchange operations to data and analytics-driven business models, the momentum behind operational realignment continues to define the industry landscape. Notable examples, such as the London Stock Exchange Group’s (LSEG) recent sale of its stake in Euroclear and Intercontinental Exchange’s (ICE) divestment two years ago, underscore this long-term trend. Yet, last year revealed that transitioning business models are only part of the challenge; strategic communication around these shifts also remains paramount in navigating the complex terrain of perception, competition, and growth.

LSEG’s challenges in its equity markets last year highlighted this point starkly. It saw a record number of delistings and the lowest volume of IPOs in years. The much-anticipated Canal+ float added to the strain, with a disappointing debut that saw shares plunge on its first trading day. Despite representing a comparatively smaller part of LSEG’s operations, equity market performance disproportionately dominated media narratives, overshadowing its strides in diversifying revenue streams. This underscores the increasing importance of effective storytelling and narrative management in aligning public perception with strategic goals.

As 2025 gets going, the role of considered communications strategies in facilitating this narrative evolution will become even more critical. With FMIs continuing to pivot toward data-centric operations, these agencies will serve as indispensable partners in crafting multifaceted narratives, managing reputational risks, and communicating complex value propositions in layman’s terms.

Transparency and trust

Operational restructuring demands clear, consistent, and transparent messaging to all stakeholders. Whether addressing external concerns from investors and regulators or managing internal expectations, proactive communication fosters confidence and trust. This is particularly important when firms aim to shift media attention from underperforming traditional operations to the transformative potential of data-driven models.

Capital markets PR agencies are uniquely positioned to help FMIs navigate this process. They can craft narratives that reassure stakeholders of the firm’s commitment to its core principles, while emphasizing the added value of its evolving business model. This balance is essential in maintaining trust during periods of significant change.

Standing out from the competitive crowd

The race among FMIs to dominate lucrative data, analytics, and technology markets has intensified competition. In this crowded field, the ability to stand out depends on more than just operational capabilities; it hinges on compelling storytelling and strategic marketing.

A multi-channel communication strategy that combines earned media, thought leadership, and targeted marketing can amplify a firm’s unique value proposition. By highlighting how its solutions address specific industry needs or offer differentiated advantages, FMIs can build stronger brand equity and maintain a competitive edge.

Protecting and sustaining growth

Reputation management has perhaps never been more crucial for FMIs. Not only do they face increasing regulatory scrutiny, but they must also navigate it while venturing beyond the constraints of their traditional roles. The heightened expectations of compliance and transparency demand unprecedented operational vigilance and, critically, enhanced crisis resilience.

Capital markets PR agencies play a pivotal role in helping firms manoeuvre this evolving regulatory environment. By fostering proactive engagement with policymakers and developing crisis communications plans, these agencies ensure firms can effectively respond to challenges without compromising innovation. Striking the right balance between compliance, transparency, and strategic growth is essential to sustaining long-term success.

Shaping the future narrative

As FMIs continue their evolution toward data and analytics-driven business models, strategic communication emerges as a key differentiator in achieving diversified growth. Beyond simply redirecting media focus, capital markets PR agencies help firms build trust, articulate value, and manage reputational risks in an increasingly competitive and scrutinized landscape.

This year, the ability to craft compelling narratives that resonate with stakeholders will separate the leaders from the laggards in the capital markets sector. By investing in strategic communications, FMIs can not only navigate the challenges of transformation but also position themselves as pioneers in shaping the future of the space.

Key Takeaways:

  • Q1: Why is strategic communication important for FMIs in 2025?
  • A1: Strategic communication helps FMIs manage perception, build trust, and align stakeholders with the firm’s evolving business model, ensuring competitive growth.
  • Q2: How can FMIs stand out in a crowded data-driven marketplace?
  • A2: By using compelling storytelling, multi-channel marketing, and thought leadership to highlight unique value propositions and address industry needs.
  • Q3: What role do PR agencies play in FMI transitions?
  • A3: PR agencies craft narratives, manage reputational risks, and support compliance efforts, balancing transparency with strategic growth.

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Communicating B2B ESG in the Middle East

Estimated read time: 6 minutes 

Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the Middle East data from the wider research.  

The original survey polled 418 senior marketing decision makers across the energy, financial services and technology sectors, split evenly across the APAC, Middle East, UK and US Markets. 

Attitudes to Middle East B2B ESG Communications: What do comms and marketing professionals think? 

Professionals in the Middle East have strong opinions on whether ESG poses more of a risk or an opportunity from a comms perspective. Eighteen percent see it as mainly a risk with little upside opportunity – behind only the US (20 percent). On the other hand, 20 percent see it as more of an opportunity with little risk – more than elsewhere.  

Yet, we don’t see the same strong responses when asking whether ESG is incorporated into the organization’s comms strategy. Nineteen percent apiece report it is either a core strategic priority or a non-core priority theme, but the largest group is lukewarm: 22 percent communicate around ESG to some extent, but feel they could do more.  

However, the overall picture is that ESG is being included. The Middle East ranks above average for all of these response options (see Figure 2), which can be broadly grouped as positive. It ranks below average for professionals saying they avoid the topic wherever possible. 

However, beyond the comms and marketing function, only 14 percent of professionals in the Middle East report ESG as a core strategic priority for their organization, with a further 11 percent saying it is a non-core strategic priority, and 14 percent saying it is important but not a strategic priority. For all of these responses, the Middle East lags below the average, yet it has the most respondents of our regions describing ESG as a ‘nice to have’ at the organizational level (26 percent). It also has the most respondents (18 percent) saying it is not important at all. 

What are we to make of this tension between the fact that professionals report above average engagement with ESG in the communications strategy, but below average in the overall organizational strategy? 

Astrid French, Head of Middle East at Aspectus, warns against jumping to quick conclusions: “While in European markets, for example, there are a host of regulations making ESG a firm business priority, in the Middle East, these regulations are at an earlier stage. As a result, we’re often seeing marketing and comms leading the way in bringing ESG to the table, though in the coming years it will climb the corporate agenda too.” 

Indeed, there seems to be a strong undercurrent of enthusiasm for ESG in the region. On a personal level, 24 percent of our respondents say they care deeply about all aspects of ESG, and 22 percent say they care deeply about at least some aspects. Another 24 percent care a little about ESG, and only 19 percent don’t really care at all. That’s 70 percent who care about ESG to at least some extent on a personal level versus 19 percent who don’t, giving every indication that ESG will become more prominent in the region. 

Care and consequences: Are Middle Eastern professionals properly supported? 

We also asked whether B2B ESG communications and marketing professionals feel adequately supported in communicating around ESG. In this respect, 37 percent believe they have a good degree or all of the resources they need to do their job effectively, while 43 percent believe the opposite. Middle Eastern professionals are broadly in line with their international peers in this respect, with the largest group considering themselves to have some resources and support, but not enough. 

To communicate messages around ESG that professionals do not feel are fully appropriate or justified can introduce very real reputational risk. Professionals must be given all the support and resources they need to avoid these situations. 

French comments: “As ESG gains momentum in the region, dedicated resources for comms and marketing teams will follow, with investments in this space already underway. In the interim, an effective route can be to partner with a third-party who is experienced in the space.” 

Facing the future: Is ESG here to stay? 

According to 47 percent of our global respondents, ESG is a passing trend that will disappear, or at least subside. Middle Eastern professionals have a different view. 

Less than a third (32 percent) of Middle East B2B ESG communications professionals think ESG has a limited shelf life – fewer than anywhere else. And though about an average proportion (eight percent) thinks it will endure in its current incarnation, the most widely held view in the Middle East is that it will evolve rather than disappear (41 percent versus 28 percent average). 

Furthermore, though Middle Eastern professionals are more likely to say that ESG will evolve as a concept than their peers elsewhere, they are actually more comfortable with the term itself. 

Forty-two percent of professionals say they think the term ESG works well, which splits into 20 percent who are satisfied with the term as-is, and 22 percent who think it works but needs better messaging. This compares to 38 percent in the US and 40 percent in APAC (the UK figure is also 42 percent). Just 17 percent – fewer than elsewhere – say ESG needs a new name. 

Therefore, barring a significant minority who don’t think we should talk about ESG at all (17 percent – curiously higher than elsewhere), Middle Eastern professionals are as satisfied as anyone with the phraseology around ESG. In that case, it stands to reason that the expected evolution refers more to the application of the concept than its definition and description. 

French concludes: “ESG is on the ascendancy in the Middle East and I think, as more professionals embrace it, enthusiasm and commitment will grow. The essential thing is to make sure that appropriate resources then follow.” 

Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper. 

Key takeaways: 

Do Middle East B2B ESG communications and marketing professionals think of ESG as more of a risk or opportunity? 

Respondents are polarized: more professionals are bullish on the opportunities than elsewhere, but the region also has the second highest proportion saying the opposite (behind only the US). 

Do Middle Eastern communications and marketing professionals care about ESG? 

At least 70 percent care about ESG to at least some extent, highlighting its growing importance in the region. 

Do Middle East communications and marketing professionals have enough resources and support to communicate around ESG? 

Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. Middle Eastern professionals are no different, with the largest group saying they have some support but not enough. 

Do Middle Eastern communications and marketing professionals think ESG is here to stay? 

Fewer Middle Eastern professionals think ESG will subside or disappear than elsewhere, with a large proportion believing it will undergo some sort of evolution in the future. 

About the author: 

Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

Read more from this series:

Communicating ESG in B2B Financial Services & Capital Markets: what professionals really think

Communicating ESG in B2B Energy: what professionals really think 

Communicating ESG in B2B Tech: what professionals really think

Communicating ESG in the UK: what professionals really think

Communicating ESG in APAC: what professionals really think 

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Top Tips for Crypto Communications

By Arthur Instone, Financial Services

This blog explores effective crypto communication strategies during the current bull run. It covers the importance of simplifying complex concepts, knowing when to use press channels, and diversifying beyond traditional media to engage new audiences. Build trust, increase brand awareness, and connect with investors and the public through effective messaging.

“Bitcoin’s big bang moment is impossible to ignore”… a headline like this would have seemed inconceivable two years ago when FTX—a leading exchange once valued at $32 billion—filed for Chapter 11 bankruptcy, marking one of the darkest moments in crypto’s sixteen-year history.

How times change. This was, in fact, the Financial Times’ leading story on 13 November 2024. Following the rally spurred by Trump’s election victory, crypto has indeed become impossible to ignore. Bitcoin has surpassed record highs of over $90,000 as more investors flock to join the bull run and stake their claim.

Crypto is enjoying its moment in the sun and this renewed attention presents an unparalleled opportunity for crypto firms to speak to an audience of new users and investors. Against this backdrop, crypto firms need a carefully thought-out PR and marketing strategy that clearly communicates their value proposition.

Make It Relatable

The crypto industry is notorious for its complex jargon. Terms like “blockchain consensus,” “hash rate,” and “DeFi protocols” are often second nature to industry insiders but alien to newcomers.

With the current bull run set to attract new and inexperienced investors, crypto firms must ensure that their communications are clear, relatable, and jargon-free. Simplifying complex concepts and using accessible language can help demystify the industry, helping to welcome newcomers who might otherwise feel like outsiders engaging with a new asset class.

This is vital for crypto firms. By speaking in a way that resonates with non-experts, crypto firms can bridge the gap between technical innovation and mainstream understanding, driving broader adoption and helping to build a more inclusive ecosystem.

When and how to use press outreach

One of the most fundamental pillars of any communications strategy: accept that journalists won’t always be interested in you.

The crypto space is brimming with innovative products and services, from identity authentication to custody storage security. However, not every single one will capture a journalist’s interest. Product launches and upgrades, while exciting within the community, are often better suited to owned channels like blogs, newsletters, or social media rather than earned media.

Attempting to push a product-centric press release can quickly turn off journalists, particularly those at major outlets like CoinDesk and The Block, who are more interested in expert commentary, market analysis, and timely perspectives on broader industry trends.

The allure of press outreach can be tempting, but crypto firms should carefully consider if it’s truly the most suitable way to promote a piece of content. By aligning their content with what journalists are actively covering, crypto firms can establish themselves as credible thought leaders and valuable sources of insight.

Engaging audiences beyond traditional media

The bull run is attracting new entrants to the market, and crypto firms need to recognise that many of these people may not regularly follow traditional news outlets—or be interested in them at all.

If crypto firms want to engage this audience effectively, they need to focus on the channels and forums where these people spend their time—platforms like Reddit, YouTube, Instagram, and other forms of social media.

By joining these channels, crypto firms can reach a genuinely global audience through more engaging and relatable content.

This approach also allows for the sharing of information that might not be suitable for traditional media placement, such as in-depth tutorials, educational resources, and interactive content like social media polls. It will also help crypto firms cultivate deeper relationships with their users and increase brand recognition outside of their traditional follower base.

Building trust and addressing reputational challenges

As Katie Martin at the Financial Times rightly puts it, there is an undeniable feeling of “vibes and vision” around crypto at the moment. But for all the positive vibes, the crypto industry should not forget the reputational challenges it faces.

For much of its existence, crypto’s image has been marred by high-profile instances of fraud and Ponzi schemes, and is often associated with illicit activity. A lack of understanding also remains a fundamental barrier to adoption. According to Visa’s Crypto Phenomenon Report, over half of non-users cite the steep learning curve in understanding crypto as the main reason they haven’t engaged yet.

It is therefore more important than ever that crypto firms have a carefully thought-out PR strategy – underpinned by transparency, precision and clarity of message across multiple media channels – to capitalise on the market’s increasingly diverse and expanding audience.

Aspectus has been building crypto reputations since the industry’s infancy. Our team blends deep expertise in blockchain technology, fintech and capital markets, with a laser-sharp focus on staying ahead of industry trends and regulatory developments.

We understand the evolving landscape of digital assets, from upcoming regulatory shifts to market dynamics, and maintain long-standing relationships with journalists who trust us to work collaboratively in shaping compelling, timely stories.

As crypto adoption grows, it is vital that firms are proactive in building brand trust and credibility. To find out more about how Aspectus can support you on this journey, get in touch here.

Key takeaways:

Q: Why is clear communication crucial during a crypto bull run?

A: New investors are entering the market, making it essential to simplify complex concepts and use relatable messaging to drive engagement and adoption.

Q: Should crypto firms rely solely on traditional media for PR?

A: No, firms should use a mix of owned, earned, and digital channels to reach more diverse audiences, including social media platforms.

Q: How can crypto firms overcome reputational challenges?

A: By communicating transparently, focusing on education, and using multiple media channels, firms can build trust and credibility with a broad audience.

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Communicating ESG in the UK

Estimated read time: 6 minutes 

Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the UK data from the wider research.  

The original survey polled 418 senior marketing decision makers across the energy, financial services and technology sectors, split evenly across the APAC, Middle East, UK and US Markets. 

Attitudes to ESG: What do UK B2B ESG Communications professionals think?

For UK communications professionals, the risks and rewards of ESG are finely poised. Roughly equal proportions see various balances of risk and opportunity, though slightly more offer the positive but measured response of more of an opportunity, though with an element of risk.

We see a similar pattern with respect to how much ESG is embedded into communications strategies. Though fewer than average say it is a core part of their strategy, 19 percent agree it is one of their communications themes – that said, another 19 percent state that they avoid it wherever possible.

There is divergence however, between the emphasis on ESG in the communications strategy versus how important respondents view ESG for their organizations as a whole. An average proportion of respondents say ESG is a core strategic priority (15 percent), and fewer say it ranks as one of the organization’s strategic priorities (10 percent versus 13 percent average). Likewise, marginally fewer than average report that ESG is a ‘nice to have’ (17percent versus 19 percent average) or completely unimportant (14 percent versus 16 percent average). The largest segment of UK professionals (25 percent) see ESG as important, but not a strategic priority.

When asked if they personally cared about ESG factors, UK professionals again cleave to the middle. While a quarter care deeply about some aspects of ESG performance (versus 21 percent average), only 17 percent care about all aspects (versus 19 percent average). Fewer than average profess to care a little (16 percent versus 22 percent average) or not at all (18 percent versus 20 percent average).

To recap, UK communications professionals are cognizant of both the risks and rewards inherent to talking around ESG, and accordingly rank it among main themes in their communication strategy. If they don’t seem particularly gung-ho, that’s because they often don’t think their organization views ESG as a core strategic priority, and though they do on the whole care about ESG personally to some extent, they are not evangelical.

Is this what we would expect to see from UK professionals? Our ESG team thinks so: “The UK is a market where the conversation around ESG is relatively mature, as are the regulations covering the topic. The Advertising Standards Agency, for example, has been quick to crack the whip when it considers companies to have communicated poorly or misleadingly around ESG and sustainability topics. So, for UK professionals, maybe the initial rush of enthusiasm has waned and a more measured view has developed.”

Care and consequences: Are UK professionals properly supported?

We also asked whether communications and marketing professionals feel adequately supported in communicating around ESG. In this respect, UK B2B ESG communications professionals feel exposed: only 37 percent believe they have a good degree or all the resources they need to do their job effectively, while 43 percent believe the opposite. Twenty-one percent even report a severe lack of resources.

Though more UK professionals are confident they have everything they need (21 percent), fewer than average have a ‘good degree’ of resources and more report they only have some of the resources necessary.

This relatively firm footing translates into good professional practice. We asked respondents to what degree they agreed with the following statement: “There have been occasions where we have had to communicate around ESG (on our organizations’ behalf or our clients’), when I have not felt the message has been fully justified or appropriate” 

Alongside the APAC region, UK professionals were most likely to disagree with this statement, indicating greater faith than their peers. Fewer respondents than average also agreed that they had been in such a tenuous position.

UK professionals should be encouraged that – though greater support is required – they are doing a good job of communicating with integrity around ESG on the whole.

Our ESG team comments: “No professional should be put in such a position and organizations need to ensure their comms and marketing teams have everything they need to communicate effectively and accurately on what can be a fraught topic. However, it seems that most are on the right track.”

Facing the future: Is ESG here to stay?

According to 47 percent of our global respondents, ESG is a passing trend that will disappear, or at least subside. In the UK, they are even less convinced of ESG’s longevity, with 56 percent saying so – behind only the USA (58 percent).

The UK also has the joint fewest respondents saying ESG is a permanent change to how we do business, and very few think ESG will evolve rather than disappear.

This lack of confidence in ESG’s future cannot be put down to quibbles around wording either. Nineteen percent of UK professionals say the term ‘ESG’ is fit for purpose; 23 percent say the term is fine but needs better messaging; and 23 percent think it needs a new name. These figures track in line with our averages, yet UK B2B ESG communications professionals express doubt that ESG will last – indicating their skepticism is due to the concept itself, not terminology.

Our ESG team reflects: “Professionals seem to think ESG is temporary, yet the steady accumulation of regulations relating to ESG and sustainability suggest it will stick around a while yet in one guise or another. The good news is that professionals seem diligent in communicating responsibly so are hopefully set for the future however it shakes out – though improvement is always welcome.”

Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper.

Key takeaways:

A majority of UK respondents predict ESG will subside or disappear – only the US is more bullish on this. The UK also has the joint fewest respondents confident that ESG will persist in its current incarnation.

Do UK B2B ESG communications and marketing professionals think of ESG as more of a risk or opportunity?

UK respondents rate risk and opportunity roughly equally, with a marginal skew towards opportunity.

Do UK communications and marketing professionals care about ESG?

Fewer respondents than average say they don’t care, but relatively few report a deep passion for ESG as a whole.

Do UK communications and marketing professionals have enough resources and support to communicate around ESG?

There are pockets of good practice – more UK respondents than elsewhere report they have everything they need, though fewer than average say they have some of the required resources, and more than average say they lack the necessary resources.

Do UK communications and marketing professionals think ESG is here to stay?

A majority of UK respondents predict ESG will subside or disappear – only the US is more bullish on this. The UK also has the joint fewest respondents confident that ESG will persist in its current incarnation.

About the author: 

Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

Read more from this series:

Communicating ESG in B2B Financial Services & Capital Markets: what professionals really think

Communicating ESG in B2B Energy: what professionals really think 

Communicating ESG in B2B Tech: what professionals really think

Communicating ESG in APAC: what professionals really think 

Communicating ESG in the Middle East: what professionals really think 

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ChatGPT turns two: why asset managers shouldn’t put all their eggs in the AI basket

By Madalena Thirsk, Capital Markets

Generative AI is revolutionising global business, and the asset management space could witness a dramatic transformation. Two years post-ChatGPT’s launch, 50% of global executives plan to budget for AI over the coming year. But relying solely on the promising technology risks losing unique voice, publishing errors, and painfully generic communication. Asset managers must balance AI’s efficiency with expertise from specialised capital markets PR agencies for accurate and novel communication.

It’s been two years since ChatGPT launched on November 30, 2022. Since then, AI has evolved from what seemed a sci-fi concept to a tool that’s reshaping industries in unimaginable ways.

KPMG research recently revealed 50% of global business executives are planning to budget for gen AI in the next 6-12 months[i]. Asset managers are no exception. Despite being one of the later players to join the generative AI (GenAI) game, the industry is expected to invest heavily in the technology moving forward. The report highlighted four key areas where GenAI could have the greatest impact, with one notable area being content generation, including client communications and compliance reports.

It isn’t too difficult to see how transformative this could be, with AI able to draft press releases, blog posts, and social media content not only with tremendous speed, but also for a fraction of the cost. It could feasibly automate a huge portion of basic content drafting, freeing up PR professionals to focus on more creative and strategic work. But it is important to remain cognisant of the risk associated with an overreliance on these exciting new tools.

There is no doubt that AI is touching every industry – a fact we have witnessed firsthand as a capital market PR agency. And while staying ahead with AI is essential, over-relying on it for content and media strategies poses dangers. In this blog, we’ll explore some of these potential pitfalls and highlight the importance of maintaining a balance between automation and personalised communication in the PR space.

Pitfalls of falling in the AI trap

  • Losing your unique voice. Gen AI can churn out loads of content, but it often lacks originality. In such a competitive landscape, you can’t afford to sound like a robot! In the asset management world, where standing out and building trust with clients is everything, generic language can make your company seem unremarkable and easy to overlook.
  • Now, let’s make a distinction. As outlined in BCG’s report on the AI transformation, AI is transforming personalisation by letting asset managers customise portfolios at scale – think tailoring investments to thematic preferences, like cutting back on oil and gas exposure[i]. But here’s the catch: while AI can help understand your clients better, it cannot begin to mimic the quality content and strategic messaging that a specialised capital markets PR agency offers. A good story must feel personal, creative, and distinct. That part needs a human touch.
  • Getting it wrong when the stakes are high. One major issue with GenAI is it is often plain wrong. Every time you open ChatGPT, you are met with: ChatGPT can make mistakes. Check important info. There is no doubt that the information being put out for clients to read is important, especially for asset managers who are responsible for protecting clients’ investments and wealth. Even minor inaccuracies can damage credibility. Asset managers who rely on AI for facts in client communications or PR may quickly find themselves in hot water if the software misses the mark. For an industry that’s all about precision, human oversight is critical to ensure what’s being shared is 100% accurate.
  • Generic content and outreach fall flat. Effective media outreach requires knowing your audience and crafting pitches that really speak to journalists’ agendas. Gen AI can help with volume, but it lacks the nuance needed to make your firm stand out. This is true for content generation that needs to resonate with the client on a more personal level and for ensuring that your content peaks the interest of journalists, most of which receive hundreds of emails a day from competitors. If your outreach feels generic or doesn’t hook them immediately, it won’t make it into the top tier titles. For firms looking to establish and maintain strong relationships with these media outlets, relying on AI alone for media relations can actually be a setback.

Beyond the bots: why experienced communication professionals are still key

  • From generic to genuine. AI’s role in drafting basic content cannot be overlooked. On the one hand, it offers speed and efficiency, which can be advantageous. But when it comes to standing out, especially in competitive hubs like the UK – which is home to over £9.1tn in assets under management (AUM), making it the second-largest global centre for investment management after the US – more is expectediii. Let’s look at some examples from a capital markets PR agency, where creativity can be applied across industries like asset management: 

Don’t get spooked by spoofing – cross-product manipulation is the real Frankenstein’s Monster – Rising cases of market manipulation in different forms, tying the topic to the upcoming Halloween holiday. 

Super Mario’ still looms over of the plumbing of European monetary policy. Drawing a parallel between the iconic video game character Super Mario and Mario Draghi in light of his departure from the ECB. 

WhatsApp whispers: the insider trading drama ‘Industry’ overlooks – Does the BBC show Industry really reflect the world of financial communications compliance? Discussing aspects of insider trading the show misses. 

  • Trust isn’t automated. Communications professionals are important in ensuring messaging reflects the company’s voice and resonates personally with clients – something AI cannot fully replicate. Asset managers are responsible for creating and managing diversified portfolios tailored to clients’ risk tolerance, investment goals, and time horizons. This involves carefully selecting, monitoring, and adjusting investments. With so much at stake, clients don’t just seek expert advice – they also look for a personal connection and trust with their asset managers. 
  • Robots can’t build relationships. A good PR team knows how to tailor pitches, establish useful contacts with journalists, and stay up to date with what’s happening in the industry. Until AI robots are roaming the earth, building tangible relationships for your company with key top tier news outlets, human expertise remains invaluable in building relationships and securing coverage in the most relevant asset management publications.  

Gen AI has opened a lot of new doors for asset managers, making content creation faster and more efficient. But leaning too heavily on AI can dilute your company’s voice, introduce errors, and lead to uninspired outreach. When you combine AI with the expertise of a specialist capital markets PR agency, you get the best of both worlds: AI’s efficiency paired with the human creative touch.  

Key takeaways

Q1: What are the key risks of relying solely on generative AI in asset management? 
A1: Key risks include losing a unique brand voice, potential inaccuracies, and generic client outreach that lacks resonance and engagement. 

Q2: How can capital markets PR agency communication professionals’ expertise complement AI tools in PR? 
A2: Communication professionals’ expertise brings creativity, nuanced communication, and trusted client and media relationships that AI alone cannot fully replicate. 

Q3: Why is maintaining trust essential in asset management communication? 
A3: Asset managers need to ensure accurate, personalised messaging for a client base that not only seek expert advice, but also look for a personal connections and trus. 

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Is Your Website ESG-Proof? Why Carbon-Conscious Web Design Matters

By Marko Batarilo, Senior Development Lead

Websites contribute significantly to carbon emissions, making them a vital part of any ESG strategy. This blog outlines why carbon-conscious web design is essential, practical ways to reduce your website’s digital footprint, and how these efforts benefit both your brand and sustainability goals. 

When you think about your company’s environmental footprint, does your website come to mind? For most, it probably doesn’t—but it should. As more businesses commit to Environmental, Social, and Governance (ESG) goals, it’s important to recognize that your digital operations matter.  The cumulative impact of the internet is huge, and although one website might not feel like a huge lever to pull, businesses can make a small but genuine contribution to driving change by getting their own online house in order.

As a message to your customers and stakeholders, it shows that you care about your impact – even sweating the small stuff – and that you have attention to detail. It can also have an impact on your SEO.

Reduce your website’s carbon footprint

Think about it: every time someone visits a page on your site, energy is being consumed to load images, play videos, and transfer data. All of that is powered by servers that run day and night. In fact, the internet’s annual carbon emissions rival those of the aviation industry. For companies trying to demonstrate true sustainability, overlooking their digital carbon footprint can be a costly misstep. This is particularly relevant for sectors like energy and industrials, capital markets, and financial services, where ESG commitments are becoming increasingly scrutinized.

Why your website’s carbon footprint matters

If your website is heavy with large files, high-resolution images, and fancy animations, it’s also heavy on energy use. Companies in our key sectors – technology, energy & industrials, financial services, and capital markets –  often have particularly content-heavy platforms that contribute to higher energy usage.

The good news? There are tangible steps you can take to make your website greener. By adopting a more sustainable web design approach, you can not only reduce your environmental impact but also improve your website’s performance and user experience—a win-win for everyone.

Practical Steps to make your website ESG-Friendly

The first step is a website carbon audit. It’s about understanding where you are right now—how much energy your website uses and where the big consumption points are. From there, it’s all about making smart, informed changes. Here are some practical ways to get started:

  • Optimize Your Media for Faster Loading: Reducing image and video sizes is a simple but effective way to cut down on energy use. You’d be surprised how much smaller file sizes can improve both your carbon footprint and your page load speeds.
  • Clean Up Your Code to Reduce Digital Waste: Streamlining your code makes your site faster and more efficiently. Clean code means fewer unnecessary processes running behind the scenes, which means less energy consumption and a better SEO ranking.
  • Choose Greener Hosting for ESG Goals: Consider hosting your website on servers powered by renewable energy. Providers like Google and others now offer more sustainable hosting options, making it easier to switch to greener alternatives.

These tweaks might seem small individually, but together they can add up to a big difference. Not just in terms of sustainability, but also in delivering a smoother experience for your visitors.

The benefits for your brand and SEO

Customers and stakeholders are paying attention. They want transparency and authenticity, and they’re actively looking for brands that align with their own values. If you’re pushing an ESG narrative but your website’s environmental impact goes unaddressed, it can create a disconnect that undermines your credibility.

On the other hand, a well-optimized, low-carbon website sends a strong signal. It shows that you care about the details, that you’re serious about sustainability, and that you’re ready to go the extra mile—even in the digital space. This is a powerful way to connect with today’s more conscious consumer while boosting your SEO by improving site speed and usability.

Take the first step: website carbon audits

If you’re committed to ESG, it’s time to include your digital footprint in the conversation. Our agency offers website carbon audits to help you get started. We’ll pinpoint the high-energy elements on your site and make practical, effective recommendations for reducing your digital carbon emissions.

Ready to make a difference? Let’s create a web presence that’s not just beautiful and functional, but sustainable too. Together, we can build a cleaner, greener internet, one website at a time. Optimizing your website alone won’t change everything—but it’s a step in the right direction. Every small action adds up, and this is one meaningful way to contribute to a more sustainable future.

Get in touch for your website carbon audit today

Contact us to learn more about our carbon audit services and how we can help you create an energy-efficient digital presence that aligns with your ESG goals.

Key takeaways:

What is a website’s carbon footprint, and why does it matter?

A website’s carbon footprint comes from energy-intensive hosting and media usage. Addressing it is essential for ESG compliance and environmental impact reduction. 

How can businesses reduce their digital carbon footprint?

Optimise media, clean up code, and switch to green hosting. These actions reduce energy use and improve site performance. 

What are the benefits of sustainable web design?

It aligns with ESG goals, enhances brand credibility, boosts SEO, and delivers a better user experience. 

Related Content Links:

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Communicating ESG in Financial Services & Capital Markets

Estimated read time: 6 minutes 

Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the global financial services and capital markets sector data from the wider research.  

The original survey polled 418 senior marketing decision makers across the energy, financial services and technology sectors, split evenly across the APAC, Middle East, UK and US Markets. 

Attitudes to B2B Financial Services ESG Communications: What do financial services comms and marketing professionals think?

Professionals in this sector have a mature understanding of ESG from a communications perspective, as shown by the fact that they are the sector most likely to recognize the risk and opportunities of communicating on the topic evenly. Furthermore, they are more likely than average to see a blend of risk and opportunity in either direction. 

This mature understanding translates to confidence when communicating: fewer professionals versus other sectors avoid the topic whenever possible or restrict themselves to the bare essentials. They are most likely to see it as an important (but not core) theme. 

Beyond the communications function, professionals say that their organization treats ESG as an important but not strategic priority (23 percent), or a ‘nice to have’ (21 percent). Fourteen percent do say it counts among the organization’s strategic priorities, and a further 14 percent view it as core.  

It appears that professionals rank ESG more highly as a communications theme than a business strategic priority. Is this cause for concern? Annabel Rivero, Deputy Head of Financial Services at Aspectus doesn’t think so: “The reality is that, outside a handful of businesses who provide ESG specific services, ESG is just one of the many things on companies’ plates right now. That said, with critical and ambivalent headlines around ESG abounding in the media, they know the risk of getting it wrong, so communications professionals recognize they need to treat it with outsized care as a topic.”  

On a personal level, though few respondents in the sector profess passion across the ESG board, nearly half say they care deeply about some aspects of ESG performance or care a little. Few don’t care at all, suggesting ESG is an important opportunity for many to find meaning in their work.  

Care and consequences: Are financial services professionals properly supported? 

We also asked whether communications and marketing professionals feel adequately supported in B2B financial services ESG communications. In this respect, professionals feel exposed: only 37 percent believe they have a good degree or all the resources they need to do their job effectively, while 43 percent believe the opposite. Twenty-one percent even report a severe lack of resources. 

The deficit is worse for financial services professionals: they are more likely than their peers to report both slight and severe underresourcing. 

Is this a source of risk? Yes, but to no greater or lesser extent than for other sectors. Respondents roughly track the average when asked whether they could recall accassions where “we have had to communicate around ESG (on our organizations’ behalf or our clients’), when I have not felt the message has been fully justified or appropriate”.  

Such scenarios introduce the risk of inadvertant greenwashing (or ESG-washing, impact-washing etc) – an injurious comms misstep. It is worrying that so many have been put in this position, especially considering the sector’s mature understanding of the risks of doing so. 

Tim Focas, Head of Capital Markets at Aspectus,  comments: “These are tightly regulated sectors, and a common theme of the past few years has been regulators cracking down on percieved greenwashing – see the FCA’s SFD rules or the EU fund taxonomy for examples. With that in mind, it’s worrying to see so many respondents express concern on this topic, and to say they aren’t adequately supported. As these regulations begin to bite, we must hope that this number falls and communicators are given the resoources they need.”  

Facing the future: Is ESG here to stay? 

According to 47 percent of our total respondents, ESG is a passing trend that will disappear, or at least subside, while 28 percent think it won’t disappear, but will have to evolve. Only nine percent think ESG as we see it today will be a permanent fixture. 

For financial services professionals, evolution is the name of the game. Only 37 percent think ESG is a flash in the pan, while 10 percent see it as a permanent fixture and 47 percent say it will evolve rather than fade away.  

This belief may be why 23 percent of B2B financial services ESG communications professionals think that the term ESG needs a new name – but curiously the same percentage of respondents think that the term is fit for purpose, and the same again think it works but needs clearer messaging. 

Kirsten Scott, Professional Services Lead at Aspectus interprets the discrepency: “The fact that respondents are most likely to say ESG will evolve, yet are mainly satisfied with the term itself suggests that behind all the ‘death of ESG’ headlines, what professionals really want to see is diligent, iterative improvement in how the theme is defined and applied to their sector – few communicators want to rip it up and start again.”  

Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper. 

Key takeaways: 

Do B2B financial services ESG communications and marketing professionals think of ESG as more of a risk or opportunity? 

Respondents In this sector have the most balanced view of the risks and opportunities, weighting each relatively evenly. 

Do financial services communications and marketing professionals care about ESG? 

A significant minority do care to some extent about at least some aspects of ESG performance, though few are passionate about ESG overall. This suggests a tailored approach to ESG comms and marketing Is especially Important In this sector. 

Do financial services communications and marketing professionals have enough resources and support to communicate around ESG? 

Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. Financial services professionals seem to report a greater degree of deficit, but do not report that this has translated into more risky communications strategies. 

Do financial services communications and marketing professionals think ESG is here to stay? 

While over a third think ESG will subside or disappear, the majority believe that ESG Is here to stay In either Its current form or following some form of evolution. 

About the author: 

Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

Read more from this series:

Communicating ESG in B2B Energy: what professionals really think 

Communicating ESG in B2B Tech: what professionals really think

Communicating ESG in the UK: what professionals really think

Communicating ESG in APAC: what professionals really think 

Communicating ESG in the Middle East: what professionals really think 

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