From managing your environment and timing, to mastering your delivery and establishing rapport with your audience, there are lots of factors that shape the impact of your message. Get it right, and you project confidence and control. Get it wrong, and even the most carefully crafted speech can be overshadowed by distractions — or drenched by circumstances beyond your control.
In a world of constant reinvention, The Masters proves that consistency, curation and scarcity can be the ultimate brand assets.
By Marielle Solano, Account Manager
At first glance, the title of this piece might lead you down a few imaginative paths. Fans of the Apple TV series ‘Severance’ might envision a deep dive into the dynamics between the ‘innies’ and the ‘outies’ on the severed floor. We hate to disappoint, but it’s crucial for those of us in the realm of marketing communications to discern which strategies are gaining momentum and which are becoming obsolete in 2025. To shed light on these shifts, we’ve gathered insights from the Aspectus Singapore team, highlighting what’s “in” and what’s “out” in the marcomms landscape.
IN: Video is still in.
What we’ve learned from B2B tech PR, for instance, is that brands need to lean more into video creation for their website and socials in 2025, exploring content that’s versatile and can be replayed and recast in 100 different ways over many months.
OUT: Siloes and disconnected strategies.
Many companies have siloed marketing teams, meaning that they have different people working on digital strategy, branding & external communications. For better impact and ROI, all marcoms activity must be integrated and consistent. This isn’t anything new, we’ve been talking about it for years, but still, we see it time and again in the market.
Louise Veitch
Head of Southeast Asia
Chloe Tan
Account Manager
IN: Humanised AI content.
Is that possible or just an oxymoron? We’ve observed that the best use of AI in marcoms is in hyper-personalising content and experiences, and analysing consumer behaviour, allowing for tailored messaging that resonates on an individual level. Even in complex technology PR campaigns, preserving a brand’s unique voice and evoking emotional resonance from their target audiences enhances customer engagement and drives loyalty.
We need to ensure that we’re not pumping out robotic, soulless content, or content that screams ChatGPT. Audiences are becoming increasingly savvy, with enough exposure to recognise when something has been generated by AI. Brands that invest in an understanding of their consumers, and are able to tap into trends and craft communications that feel innovative, with a clear human touch, will do better in engaging with audiences.
OUT: Brands avoiding hot topics because they are ‘too risky’.
Brands need to have a point of view. Thought leadership in 2025 means having real takes on industry changes, no matter what sector you’re in. Audiences increasingly expect brands to contribute meaningfully to these conversations, and those that do foster deeper trust and engagement. However, it’s crucial for brands to ensure that their stances are well-considered and authentic, as superficial or performative commentary can lead to skepticism. Bold, well-informed opinions drive meaningful conversations.
IN: Bite-sized content.
In 2025, bite-sized content will be an effective marketing technique, focusing on delivering quick, easily digestible information to engage audiences. This format captures attention and encourages social media sharing, helping brands provide essential insights without overwhelming their audience. As consumers increasingly prefer concise content, incorporating bite-sized pieces will foster meaningful interactions in a more casual and approachable manner. It also allows for serialised content that keeps audiences wanting more.
OUT: Static content.
In 2025, non-interactive content will be viewed as a marketing “out.” Traditional, static content that fails to engage audiences actively will struggle to capture attention in a landscape where interactivity and participation are prioritised. Brands will need to shift focus toward creating dynamic and engaging experiences, such as interactive videos, polls, and personalised content, to foster meaningful connections and enhance audience engagement.
Kat Rajadhran
Account Executive
Maya Tan
Account Director
IN: Authenticity with considered creativity.
We live in an era where realistic AI-generated videos of cats singing A.P.T. (by Bruno Mars and Rosé) proliferate, and the spread of fake news permeate our social feeds. Audiences will increasingly value brands that demonstrate genuine commitment to their values. Authentic storytelling and transparent communication about business practices are paramount as pressures for regulatory compliance ramp up, but also as the culture of public scrutiny rises. Companies like Patagonia exemplify this trend by aligning their operations with their environmental advocacy, fostering deep consumer trust, and this can be implemented whether you’re in financial services, technology or energy.
Pairing authentic storytelling while creatively tapping into pop culture without losing credibility becomes the new challenge and ensures your content cuts through the noise.
Read about how considered creativity can make a difference.
OUT: Over-reliance on legacy media.
Traditional media outlets are losing ground to digital platforms, social media influencers backed by data-driven content, and podcasters. Influencer collaborations are also shifting towards partnerships that reflect shared values and social responsibility. Brands sticking solely to conventional media channels risk missing out on engaging meaningfully with audiences who prefer diverse content sources.
IN: Multi-platform, multi-modal communications.
Audiences are spoiled for choice in terms of content consumption, and a well-executed multi-modal strategy ensures brands meet their audience where they are. Expanding beyond traditional platforms to get leadership voices heard on newer avenues like podcasts or short-form videos will be key to driving deeper engagement and broader reach.
OUT: Overly polished, corporate-speak content.
The era of sterile, overly-scripted messaging is fading. Audiences are becoming increasingly cautious and suspicious of digital content as AI infiltrates business, and the craving for authenticity, relatability, and human connection has never been stronger. Brands that stick to rigid or jargon-heavy content instead of speaking like real people will struggle to resonate.
Marielle Solano
Account manager
Discover how our tailored marketing strategies have propelled businesses across the Asia-Pacific (APAC) region to new heights. If you’re ready to elevate your brand’s presence in the APAC market, reach out to our Singapore team today.
By Ted Harvey, deputy head of Capital Markets
Just weeks into his second tenure in the Oval Office, Donald Trump has pushed forward with his tariff agenda – and his actions are causing quite a stir in markets.
So far, the US President has threatened to impose 25% tariffs on imports from Mexico and Canada, a 10% levy on Canadian energy, and tariffs of 10% on imports from China. Even the EU and the UK are said to be in his crosshairs.
Markets witnessed a sharp sell-off last week in response. And while his move to delay tariffs on Mexico and Canada saw them rebound somewhat, the potential for a lengthy trade war remains as real as ever – particularly given China has retaliated with a 10-15% levy on certain American goods.
When widespread tariffs loom, the media spotlight tends to fix on how they might impact economic growth, market volatility and currency fluctuations. These factors are, after all, key indicators of financial stability and investor sentiment.
But what is often overlooked is the impact tariffs could have on trade finance. This presents experts in the area with a stellar opportunity – but only if they can communicate the importance of the subject effectively.
Trade finance refers to the financial products and services companies use to facilitate international trade, enabling them to manage risks, bridge cash flow gaps, and generally ensure smooth cross-border transactions. It is an essential yet increasingly complex facet of global trade, perhaps taken for granted during more benign trade environments.
Trump’s tariffs – along with a host of wider structural themes – may leave a lasting impact on how businesses secure trade finance. Journalists covering this part of the market are mindful of this to some degree, but it is up to the firms with expertise in the area to help communicate the urgency and real-world impact of the situation.
Doing so will see trade finance-related stories gain greater prominence, providing more awareness for those with a perspective.
Ongoing conversations with our press contacts indicate editors are eager to unpack the following trade finance themes in the coming months:
At an uncertain but exciting moment for the trade finance industry, demonstrating extensive expertise of the space’s dynamics – whether by engaging with journalists or crafting compelling content – could prove essential in elevating your firm’s visibility in an increasingly crowded market. And this is merely one advantage.
Another, and perhaps the most important, centers around the establishment of trust. As companies of all shapes and sizes rethink their cross-border operations over the coming months, firms will ultimately choose to work with the trade finance specialists they perceive as the most trustworthy, well-informed and innovative. This is especially the case amid tariff tumult. To put it simply, cultivating a reputation for trust through regular and insightful communications could put your firm in the strongest position to lead the conversation – and the market – going forward.
1. How could Trump’s tariffs impact trade finance?
Tariffs may increase costs, disrupt supply chains, and heighten regulatory scrutiny, making effective trade finance strategies more critical than ever.
2. What are the biggest challenges facing trade finance today?
Regulatory changes (Basel 4), digitalization gaps, and trade wars all pose challenges, requiring firms to adapt quickly.
3. How can firms stay ahead in trade finance amid uncertainty?
By leveraging digitalization, staying informed on regulatory shifts, and maintaining strong media engagement to position themselves as industry leaders.
Ted Harvey is the deputy head of Capital Markets at Aspectus Group, where he helps shape the narrative for financial thought leaders and market influencers. Prior to joining Aspectus, he honed his expertise at Barret and Cook stockbrokers.
By Ruby Taylor, Technology
The convergence of artificial intelligence (AI), Big Data, and the Internet of Things (IoT) is reshaping industries by creating smarter systems, unlocking actionable insights, and driving innovation. This perfect storm is reshaping everything from healthcare to finance, retail and manufacturing.
For businesses embracing these technologies, there’s an equally important challenge: how to effectively communicate their impact and value to the market, investors, and customers.
This is where public relations (PR) tactics for digital transformation plays a critical role. In today’s competitive landscape where everyone has an opinion to share, it’s not enough to simply innovate, you need to own the narrative and turn technical advancements into relatable, engaging stories that offer true value.
PR excels at simplifying complex concepts. Through storytelling, media relations, and thought leadership, businesses can communicate their technological advancements in a way that resonates with diverse audiences – from tech-savvy stakeholders to everyday consumers.
Let’s take AI as an example. It is reshaping industries across the board, with its ability to process massive amounts of data, automate processes, and make intelligent predictions. In the media, AI is everywhere you turn, so how do you cut through the noise and ensure that your solution gets airtime?
This is where strategic PR comes into play. Using words as a compass, PR professionals can position companies as innovative thought leaders, showcase practical applications and highlight tangible outcomes to drive awareness and ultimately boost the bottom line.
Instead of saying “Our AI platform uses machine learning to analyse medical data,” PR could frame the story as: “Our AI-powered diagnostic tool enabled a hospital to reduce the time needed to identify early-stage cancers by 30%, allowing doctors to begin treatment sooner and improve patient survival rates.”
This approach shifts the focus from the technical workings of the AI to its tangible, real-world application, contributing to healthcare outcomes. It highlights a clear benefit – saving time and improving lives -making the technology more relatable and impactful to the audience.
So you’re convinced that PR is essential for telling your story, but you don’t know what that looks like in practice. There are several ways that you can amplify your business:
By crafting narratives that resonate and implementing the right tactics, PR amplifies your businesses cutting-edge innovation, builds trust and drives leads. The right PR strategy can support businesses to weather the perfect storm of digital transformation.
If you want to know more about what this could look like for you, I will be attending the Global TechEx event in London. Get in touch with me directly at ruby.taylor@aspectusgroup.com
Bibliography:
Ruby Taylor is an Associate Account Director who has worked in our technology team for four years.
Q: How are AI, Big Data, and IoT transforming industries?
A: They create smarter systems, unlock insights, and drive innovation in sectors like healthcare, finance, and retail.
Q: Why is PR essential in digital transformation?
A: PR simplifies technical concepts, connects with diverse audiences, and positions businesses as thought leaders through storytelling and strategic media engagement.
Q: What are effective PR tactics for technology companies?
A: Case studies, data-driven campaigns, thought leadership, media relations, crisis communication, and event participation amplify innovations and build trust.
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.
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.
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.
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.”
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.
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.
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.
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
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 APAC 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.
In a word, they are equinaminous. When asked if ESG is more of a risk or opportunity from a communications perspective, APAC professionals are more even handed than their international peers. Twenty-seven percent see risk and reward as evenly balanced (versus 20 percent average), and fewer are bullish on both high risk and high opportunity.
However, this measured assessment shouldn’t be confused with a lack of engagement – APAC professionals lead their peers in incorporating ESG into their communication strategies – 27 percent state it is a core element – far in excess of the 17 percent average, and of their UK and US colleagues (13 and 10 percent respectively). Twenty-one percent also view ESG as strategically important to their organization overall, beyond the communications and marketing function. By contrast, only 15 percent say ESG is not important at all.
In short, we find that ESG is a strategic business and communications priority for a significant minority of APAC professionals – a minority marginally greater than those with the opposite view. This measured approach is also reflected in personal views – 61 percent of respondents say they care at least a little about ESG factors (versus 62 percent average) – however, fewer APAC respondents ‘care deeply about all aspects of ESG performance’ (12 percent versus 19 percent average, the lowest of all regions), while more report that they ‘care a little’ versus their international peers (28 percent versus 22 percent average, the highest of all regions).
Louise Veitch, Head of Southeast Asia at Aspectus, comments: “ESG is a newer concept in the region than elsewhere, but it’s clearly a growing concern. Since the survey for example, the Hong Kong Institute of Certified Public Accountants has proposed sustainability reporting standards – part of a pattern of incremental steps to incorporate ESG throughout the region.”
We also asked whether communications and marketing professionals feel adequately supported in APAC B2B 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.
APAC professionals seem to be on slightly surer footing. Though only 17 percent report they have everything they need (versus 18 percent average), more professionals are confident they have a good degree of resources and senior support (23 percent versus 18 percent average). An extra source of encouragement: APAC professionals are less likely to report a lack of resources (18 percent versus 22 percent average), or a severe lack of resources (19 percent versus 21 percent average).
This seems to translate to confidence in their output. We asked respondents to what degree they agreed or disagreed 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 UK, APAC professionals were most likely to disagree with this statement, suggesting greater faith than their peers. Fewer respondents agreed that they had been in such a tenuous position than elsewhere.
Together, these findings suggest that – though there remains much to do – APAC professionals feel themselves on firmer ground with regards to communicating around ESG than their peers.
Veitch offers: “Perhaps professionals feel less of this pressure as ESG is at an earlier stage of spread and deployment in the region, or perhaps oraganizations are learning lessons from the frontrunners and implementing in a more careful way. Either way, it puts APAC professionals in a good position to maintain healthy practices.”
According to 47 percent of our global respondents, ESG is a passing trend that will disappear, or at least subside. On this, APAC professionals are in-step with their peers – 48 percent say the same. What’s more, fewer (19 percent) than average (28 percent) think ESG will evolve rather than disappear.
Overall, this seems a bleak prognosis. However, the average figures mask a stark difference between East and West. In the UK and US, 56 and 58 percent of respondents respectively support the passing fad hypothesis, with the Middle East as a significant countweight at 32 percent. Therefore, APAC appears to be almost dead-on average, but in fact occupies the more optimistic side of an East-West divide.
APAC B2B ESG communications professionals are also marginally more likely to think that ESG is a lasting change in how business is conducted – 11 percent of APAC respondents say so versus nine percent overall.
What are we to make of this? Versus the overall average, marginally more APAC professionals profess pessimism about ESG’s longevity, yet a small cadre seem to be more bullish than their peers.
According to Veitch, this could be down to momentum in the region: “It’s clear – both from the survey and our interactions with clients – that ESG is capturing the imagination of some organizations that are really pushing forward. Others are yet to be fully convinced, but if momentum continues, we may see the pendulum swing the other way.”
This chimes with the fact that APAC professionals broadly track their peers with around 40 percent happy with the ‘ESG’ term to some extent, but a quarter arguing that the concept needs a new name. Only 13 percent advocate for ditching the topic entirely though, so we shouldn’t be too quick to bet on ESG’s disappearence or demise.
Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper.
APAC professionals are more balanced in their view than their international peers. Fewer are confident in saying ESG is either primarily an opportunity or risk.
To an extent, yes. Fewer respondents elsewhere care deeply about all aspects of ESG, though more proclaim to care a little about at least some aspects.
Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. APAC professionals however, are more likely to report they have what they need, and less likely to report a lack.
They are more likely to think so than their Western peers in the UK and US, however a significant minority still think ESG will subside or disappear.
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.
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 the Middle East: what professionals really think
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.
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.”
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.”
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.
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.
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.
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
