Why Communicating Your ESG Credentials Matters - And How To Get It Right

Why communicating your ESG credentials matters - and how to get it right 

Did you know that how you talk about your environmental, social and governance (ESG) work can make all the difference, and especially for small and medium-sized enterprises (SMEs), strong ESG communication and reporting are becoming essential to standing out and building trust. 

Here, we delve into the challenges and opportunities SMEs face when navigating green comms and impact reporting. For a deeper dive into communicating your ESG story with clarity, confidence, and credibility, join our free webinar on 13 November 2025. 

Why ESG communication matters 

When it comes to ESG reporting, stakeholders increasingly expect evidence, not just long-term goals. Research shows that while ESG activism continues to rise, the expectations for clear disclosure are growing too (Harvard Law School Forum on Corporate Governance, 2024). 

This means that effective ESG communication can help build trust, attract talent and open doors to new contracts for SMEs. However, a 2024 EU survey found that while 93 per cent of SMEs have adopted at least one resource-efficiency measure, only a quarter have defined their strategy to reduce their carbon footprint or achieve climate neutrality (European Commission, 2024). 

This highlights a clear opportunity: businesses that move from good intentions to measurable action and clearly communicate it, stand out. 

Common ESG challenges for businesses 

Despite its importance, turning ESG strategy into compelling messages remains a challenge for many. The Conference Board found that the proportion of large companies using “ESG” in their report titles dropped from 40 per cent in 2023 to 25 per cent in 2024, signalling growing caution in how organisations frame their sustainability claims (Conference Board, 2024). 

For SMEs, the barriers are often practical. The growing demands for reporting around areas of environmental, social and governance activities mean many companies lack the time, resources, data capture methods and knowledge to manage ESG reporting requirements (Thomson Reuters, 2024). A 2024 OECD-G20 report also highlighted that current reporting frameworks are not yet fully adapted to SMEs’ needs, creating unnecessary complexity and challenges with data collection, making it difficult to comply with requirements from their supply chain partners and financial institutions (OECD, 2024). 

Meanwhile, corporate buyers are increasingly demanding ESG data from their suppliers, meaning SMEs that can’t demonstrate progress risk being left out of supply chains (BDC, 2024). 

Turning ESG data into stories that resonate 

So how can you turn your ESG data into stories that resonate? Great ESG communication is more than publishing stats; it’s about showing impact. Here’s how to make your reporting meaningful and credible. 

1. Avoid the common pitfalls 

Terms like “sustainable” or “green” might sound appealing, but without measurable proof they risk being dismissed as greenwashing – and studies show that gaps between communication and actual performance are among the biggest causes of mistrust in ESG reporting (ScienceDirect, 2024). So always align your claims with supporting data and be completely transparent about impact and outcomes. 

2. Translate ESG metrics into meaningful narratives 

Numbers alone rarely engage stakeholders so explain the story behind them: what motivated your actions, what’s changed, and what’s next. Tailor your message according to your audience, too; your investors usually care most about risk and return, your employees about purpose, and your customers about shared values. 

3. Keep your messaging authentic 

Research highlights authenticity as one of the strongest drivers of stakeholder trust, so your credibility really depends on consistency between what you say and what you do (ResearchGate, 2025). Things don’t have to come across as perfect; in fact, for SMEs, being honest about both your progress and the challenges you’re currently facing can enhance your reputation and trust in your business. 

4. Integrate ESG into your brand strategy 

ESG should be woven into your brand narrative, not just confined to reporting. What does this mean in reality? For example, professional services firms could highlight their pro bono work; retailers can showcase sustainable sourcing or cause-led campaigns, while tech businesses can demonstrate how they promote digital inclusion. The goal is the same no matter what your sector: you need to connect ESG to your purpose and your people. 

Why clear ESG communication supports business growth 

Strong ESG reporting and communication are good for business. Research shows that SMEs that can provide ESG information are more likely to win major contracts and partnerships (BDC, 2024). Clear ESG communication attracts values-led customers and employees while boosting brand loyalty, and transparent reporting strengthens resilience by demonstrating good governance and long-term thinking. In short, communicating your ESG story in a clear and engaging way can help your organisation grow, differentiate and lead with purpose.  

For many though, the question is how to go about it… 

Join our free webinar and learn how to communicate ESG with confidence 

To help businesses strengthen their ESG reporting and communication, we’re hosting a free 45-minute webinar designed to give you practical, actionable guidance.  

We’ll be joined by Charlie Barker and Nick Jackman from ESGmark®-certified PR & communications consultancy, Houston, who’ll advise you on: 

  • The most common ESG communication mistakes and how to avoid them 

  • How to turn ESG data into engaging stories 

  • Staying authentic while remaining compliant 

  • Embedding ESG into your brand strategy 

So, if you’re ready to take your ESG communication to the next level and report with clarity, confidence and purpose, why not join us? 
 
Date: 13 November 2025 
Time: 12:15-1:00 pm 


Save your spot here:  https://www.esgmark.co.uk/events/esg-communications-and-reporting-webinar  

 

Sources 

  • BDC (2024) Small businesses left out of big contracts without ESG reporting, BDC study finds. (online) Available at: https://www.bdc.ca

  • Conference Board (2024) Climate disclosure and sustainability terminology. (online) Available at: https://www.conference-board.org 

  • European Commission (2024) Eurobarometer survey shows more than 90 per cent of SMEs invest in resource efficiency. (online) Available at: https://single-market-economy.ec.europa.eu

  • Harvard Law School Forum on Corporate Governance (2024) ESG in 2024: A mid-year review. (online) Available at: https://corpgov.law.harvard.edu

  • OECD (2024) Implementing sustainability reporting that works for SMEs. G20 Sustainable Finance Working Group. (online) Available at: https://g20sfwg.org  

  • ResearchGate (2025) (online) Navigating the challenges of ESG communication on social media. Available at: https://www.researchgate.net  

  • ScienceDirect (2024) Emerging trends of environmental, social and governance disclosure: A systematic review. (online) Available at: https://www.sciencedirect.com  

Environment, Social, GovernanceWilson & Ward CreativeCommunications, Green Claims Code, Greenwashing