ESG communication for SMEs: why it matters and how to get it right
ESG communication for SMEs: why it matters and how to get it right
Small and medium-sized enterprises (SMEs) are facing growing pressure to communicate their environmental, social, and governance (ESG) commitments. Therefore, it’s vital to talk credibly about what you’re doing to build trust, demonstrate impact, and support long-term commercial success. But we know many SMEs find this far from easy.
Following one of our most popular ESGmark® webinars to date, we share advice to help SMEs communicate their sustainability credentials with confidence, including insights from our guest speakers - Charlie Barker, Director, and Nick Jackman, Account Director at Houston, an ESGmark® Certified PR and communications agency.
The benefits of clear ESG messaging for SMEs
Effective communication of your organisation’s ESG performance can unlock meaningful opportunities and mitigate risk. For example, clear, evidence-based communication helps to:
Build trust with customers, investors, procurement partners and employees, among other stakeholders
Enhance reputation and differentiate from competitors
Ensure compliance with frameworks like the UK Green Claims Code and avoid greenwashing
Demonstrate good leadership by strengthening accountability and transparency
Support tendering, fundraising, and partnership opportunities
As Nick said during the webinar: “Stakeholders want clarity on what you’re doing and why. Evidence makes ESG communications persuasive and meaningful.”
On the flip side, without credible messaging, SMEs risk being overlooked or exposed to reputational risks. So, how should organisations approach sustainability messaging?
Common ESG communication challenges for SMEs
Communicating ESG efforts and impact is often easier said than done. Despite good intentions, SMEs often face challenges such as:
Limited internal reporting resources
Uncertainty about which metrics to use
Difficulty gathering reliable data
Concerns about scrutiny on areas still in progress
These can be overcome by getting started with the data and resources you already have and embedding ESG within your broader business narrative rather than treating it as a separate marketing exercise. Charlie noted: “Companies communicate ESG best when it’s part of who they are, not just something they market.”
How to master your ESG communications
Improving your ESG communication doesn’t need to be complicated if you follow these simple steps:
Define your core narrative
What drives your ESG approach? What challenges are you addressing and how do they relate to your organisation’s purpose and operations?
Collect and use meaningful metrics
Even basic data, such as energy use, carbon emissions, and employee wellbeing, adds credibility.
Back claims with evidence
Use third-party certifications like ESGmark® Certification to provide independent verification of your sustainability credentials, and clear documentation to support your statements.
Tailor your message to each audience
Keep your core story consistent but emphasise reliability, impact and value-alignment for clients, and governance and data for investors. 5. Be transparent about areas for improvement Honesty builds trust and stakeholders value progress over perfection.
Nick emphasised: “Simple metrics make ESG communication credible. Consistency and evidence build stakeholder confidence.” Charlie added: “Concrete examples immediately boost credibility. Stakeholders connect with what you actually do, not just what you say.”
Turning ESG into business impact: lessons from Houston clients
Communicating ESG effectively isn’t about creating new stories, but revealing the sustainability value already embedded in your business and connecting it to real-world impact and commercial success.
Houston works with clients to turn ESG into a clear, credible, and impactful part of their business narrative. What's their advice?
Connect ESG to business success
Rather than treating it as solely compliance, focus on how your ESG credentials already support growth, trust, and differentiation. For example, Houston’s client Biffa has embedded circular economy principles into its organisation, which is a key element of its communications around contract wins, business growth, long-term value and enhancing public trust.
Reframe existing practices through a sustainability lens
“Stepping back reveals how existing practices fit into a broader ESG narrative,” Nick explained. So, look at your current operations and messaging to uncover ESG relevance and measurable impact. For example, Houston’s client HAIX reframed its “Made in Europe” messaging through an ESG lens by pairing claims with data reflecting short logistical supply chains, thereby reducing the group’s carbon emissions.
Track, report, and share your ESG journey
Use simple, existing data (utility bills, HR records, supplier info) to turn ESG narratives into evidence. Consistency builds credibility. Be specific, tailor messages to your audience, start small, and grow gradually. Charlie says: “It’s about showing actions backed by evidence and ensuring messaging reflects reality. Even SMEs can do this effectively.”
Build strong, credible ESG communications
As Nick summarised: “Effective ESG communication isn’t about ticking boxes; it’s about showing stakeholders the reality behind your commitments and embedding sustainability into your business story.”
To sum up, strong ESG communication helps SMEs manage risk, strengthen relationships, and stand out in a competitive market. The rewards are high, so it is worth making a start and taking care to get it right. Get started today Missed our webinar? No problem. You can request the webinar materials here.
At ESGmark® we help organisations to credibly demonstrate their ESG credentials and confidently communicate their ongoing journey through ESGmark® Certification and carbon footprint measurement.
If you have any questions or would like to book an introductory call to explore how ESGmark® can support your organisation, please contact kayla.ellis@esgmark.co.uk.