ESG Beyond Marketing
This month, Apple launched its new line of Apple Watches and iPhones. In addition to the new products, one of the major highlights of the event was the environmental report presented in the form of a film, showing a meeting between the company's directors and Mother Nature.
It was a fun way to demonstrate the company's commitment to becoming 100% carbon-neutral by 2030 and to showcase what Apple has done so far to reduce its environmental impact and generate social benefits.
Apple has been an exemplary case of correctly applying the concept of ESG. This term is currently in vogue and often misunderstood by many.
ESG, which stands for Environmental and Social Governance, represents a new management model. It's a management model that proves that Sustainable Governance is profitable, as evidenced by Apple's results.
ESG cannot be a passing trend; it must be practiced by companies. It must genuinely be viewed as a new, profitable, and sustainable governance model.
When we talk about sustainability, it is based on three pillars: environmental, social, and economic sustainability. Initiatives must be profitable, financially viable, yield financial results, and be profitable while also generating positive impacts on society and the environment.
This means having social responsibility aligned with business objectives.
This means understanding that inclusion and diversity are the best ways to foster engagement, creativity, and innovation by accepting people as they are and helping them realize their potential to deliver more value to everyone.
It also signifies a new economic model that incorporates externalities throughout the production and distribution process, as well as in the circular economy, by recycling, reusing, and repurposing scarce and valuable materials.
Apple sets an example and demonstrates that its ESG strategies help enhance the brand, simplify marketing efforts, and amplify sales results.
Because people recognize the positive effects of these actions, the brand leads by example. It's a long-term strategy to create a positive impact on the planet and in business.
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The fact is that brands aiming to lead the future are already aligned with this new governance model.
They start by reducing their impact, then move on to achieving a carbon-neutral footprint and ultimately work toward generating a positive impact.
The planet appreciates it, consumers recognize it, and businesses evolve even further.
We have moved beyond the romantic phase of sustainability. It's now all about focusing on results. Transforming these positive initiatives that improve the environment and contribute to society into outcomes, market growth, and profit.
Those who do not embrace sustainable governance will ultimately be disadvantaged in a market that increasingly demands clear positioning and effective actions.
And it's worth remembering Gandhi's famous quote: "Be the change you want to see in the world."
With all the new technologies and management models, we have a real opportunity to leave the world in a better state than we received it. The transformation of the world for the better is in our hands.
D.J. Castro
Brand Strategist. Founder of Nexia Branding .
D.J. Castro Maravilha!