In the spotlight – ESG and DE&I in practice

What does it mean to deal with social topics like ESG and DE&I every day as a corporate communications professional? For Yuan Druijff, consultant at OPRG, that’s the core of her career. Since starting out in the PR world, she has developed into a specialist who helps companies communicate their social responsibility in a credible and transparent way. From building the reputations of international B2B organizations to translating complex themes into stories that make an impact, Yuan shows that communication is much more than just sending messages.

In this article, she shares how she uses her passion for sustainability and inclusivity to guide companies in their ESG and DE&I communication, and which aspects are indispensable in this process.

How did you develop an interest in ESG and DE&I?

ESG consists of environmental, social, and governance aspects. I was taught about the environmental aspect from an early age because we were very conscious about food waste and reusing items such as clothing at home.

DE&I falls under the social domain of ESG. My interest in this was sparked by my volunteer work with a grassroots movement that fights against anti-East and Southeast Asian racism. Here, I am learning a lot about the importance of DE&I as a broader concept for both society and businesses.

Why should ESG matter to corporate communications leaders?

Ultimately, ESG is connected to all business activities. The company operates in an environment and uses natural resources; works in and with social environments and communities of people and other companies; and has a duty to operate with integrity in accordance with certain laws and regulations.

The company notices it in production and/or sales (in the short or long term) when nature is not doing well, given that it depends on natural resources. Broad social prosperity and inclusivity are important in order to make products relevant and to be able to sell them to a broad consumer group. Without diversity and equality, there is no broad social prosperity and inclusivity. To maintain your license to operate, you must comply with laws and regulations. In short, without ESG, you cannot have a well-functioning company.

As a corporate communications professional who bridges the gap between business objectives and different target groups, thereby connecting the company with the outside world, you are also affected by this.

What’s the biggest misconception you see among large corporations when they first approach ESG communications?

A major misconception is that there must be a “right” moment to communicate about ESG-related topics. Provided that ESG is incorporated into the business strategy, you can, in principle, weave it into all communications. Through regular communication and connection with business activities, you demonstrate authentic commitment to the environment in which you operate as a company.

How do you help clients move beyond ‘ESG theate’ to create authentic, measurable impact stories?

This is a fine line to walk. Authentic stories are concrete and are about honesty, transparency, and social relevance. It should not be self-congratulatory, but a transparent reflection of the path the company is taking toward a specific goal. Whether that is net zero or something else. Incidentally, this does not always have to be positive but can also be a setback. It’s about transparent communication about where you are in the process and what you are doing to move forward/improve. It’s also important to have clear messaging that can stand the test of time. Constantly changing your message sow’s confusion and comes across as implausible.

What’s your approach to helping clients communicate DE&I initiatives to skeptical or resistant external audiences?

There are often three groups of people. A group that goes along with things, a group that resists/opposes, and the silent middle. The latter group is sometimes reluctant, but can often be persuaded if you have a good story.

I like to focus my communication on the silent middle. With awareness, explanation, and a personal approach, you can often appeal to them. What often helps is making it relevant to their personal situation. That starts with listening. What is this group doing and why? Based on that, you can create a story with an appealing message.

Unfortunately, it is very difficult to communicate with the group that does not want to participate, so I always advise prioritizing the middle group where you have more influence and can achieve results. There will always be opponents in times of change. Although you can always refute factual inaccuracies, it often backfires if you try to convince this group of your point of view with facts.

How do you advise clients on timing DE&I announcements to maximize impact and authenticity?

As communication professionals, we are naturally always looking for the right hooks to increase the relevance of our communication. But in the case of ESG and DE&I communication, it is not enough to simply communicate periodically using these hooks. This does not come across as authentic and can generate a lot of backlash. Take, for example, the pinkwashing debate that flares up every year around Pride. To maximize both impact and authenticity, ESG and DE&I communication should not be periodic, but rather integrated into the overall communication and business strategy.

What role does employee advocacy play in external DE&I communications, and how do you activate it effectively?

Employees are the first ambassadors of your message. That is why it is very important to involve them in communication. Start with internal awareness of ESG and DE&I-related topics. What do all those acronyms actually mean and why are these topics important for both the individual and the company? Everyone has a different level of knowledge and therefore a different starting point. That is why the best first step is to try to level the playing field.

What advice would you give to PR professionals who want to build expertise in ESG communications?

Try to learn as much as possible about ESG topics. To communicate something effectively, you obviously need to understand what you are talking about. Learn from other professionals or research relevant training courses. In addition, take a good look around you at communications from ESG communications specialists. What inspires you, what appeals to you, and what resonates with other ESG communication professionals? If necessary, ask another communication professional to explain certain choices in more detail. In my experience, people are happy to share their thoughts and best practices if it helps other professionals and, therefore, companies to communicate about ESG in a credible and transparent manner.