ESG: why your brand alone no longer convinces

Distrust of greenwashing

Buyers, investors and employees have grown sceptical of corporate environmental announcements. ESG communication carried only by the brand is too often seen as self-promotion.

The role of independent voices

When a recognised expert in logistics, food or the circular economy explains what a company has actually achieved, the message changes nature: it becomes verifiable testimony rather than a promise.

The Phenix and Blédina case

For Phenix, a specialist in fighting waste, we mobilised advocates legitimate on food waste and logistics. Their carousel posts used the figures from the Blédina case:

• 900 pallets recovered
• 308 tonnes of waste avoided
• 100% of surplus stock put to use

Three tips for your ESG communication

• Start from measured results, not intentions.
• Choose advocates who are experts on the topic, not mainstream personalities.
• Let them phrase the message in their own words.