Near the end of last week’s GreebBiz 25 conference, the Trellis Briefing included four themes Richard Martin thought summed up the conference. These are in addition to the theme of business realities I wrote about last week. One theme he noted was:
“Plain English please: Sustainability leaders are sharpening their communications about their efforts, focusing on talking like a human, avoiding jargon and acronyms, during a time when powerful political figures are questioning the legitimacy of sustainability in business.”
I truly hope this concept takes hold and permeates our profession. It’s long overdue. Poor communication drags down others’ ability to understand important concepts and needs, reduces your credibility in the eyes of management/executives, and undercuts business value arguments. This has been the topic of many blogs here on PracticalESG.com – such as this rather pointed one from last summer.
ESG jargon is taking its toll in the investment world as well. Here’s an excerpt from an article in PA Future about a survey conducted by the Investment Association and The Wisdom Council:
“… for around half of investors, vague words, jargon and a lack of detail on fund documentation create barriers to investing in funds…
[Dawn Hyams, head of investor governance at The Wisdom Council said] ‘Our research tells us that investors and their advisers are much more likely to engage with those firms that can bring fund strategies to life in an authentic and meaningful way, using simple language and case studies…
[Miranda Seath, director of market insights at the Investment Association said] ‘Vague words, jargon and a lack of detail create barriers to understanding. Clear and accessible language is central to giving investors confidence in their decision-making…'”
No matter where you look, our insular technical ESG/sustainability vocabulary creates unnecessary obstacles.
When we (a) don’t adjust our message to our audiences and (b) do waste time arguing about unimportant matters (such as whether ESG and sustainability are different things), we create communication gaps and threaten legitimacy. This is a time to overcome obstacles, not perpetuate them.
Members can learn more about communicating ESG/sustainability here. For more specific suggestions, members have access to our checklist Tips for ESG Professionals on Writing About ESG/Climate/Social Responsibility and Guidebooks Communicating ESG Value, 10 Tips for How ESG Leadership and Staff Can Support Company Boards and Simplifying ESG/Sustainability Business Value.
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