Ogilvy launches sustainability practice in Australia

Ogilvy is launching its sustainability practice in Australia this week as brands and companies face increasing pressure to clearly communicate environmental, social and governance (ESG) goals and progress.

The new sustainability practice brings together a team of experts from Ogilvy PR, Ogilvy Consulting and Cannings Strategic Communications. He will provide strategic advice, reputation management, investor relations, stakeholder engagement, behavior change and crisis support on ESG challenges and opportunities for businesses and organizations in Australia. and in New Zealand.

Drawing on Ogilvy’s global knowledge and intelligence, the Australian team will help companies navigate ESG complexities, ensuring their communications are credible to protect their social license to operate.

Ogilvy’s Chief Solicitor, Nino Tesoriero, who leads the practice, explains: “Environmental and social issues are becoming a major concern for Australian consumers, and yet they don’t think business or government are doing enough to solve them. Our new Ogilvy study also found that more than half of consumers (53%) would boycott a brand they consider unethical, highlighting the need for brands to be better corporate citizens.

“As a result, clear communication of meaningful actions will be increasingly important as companies navigate these complex issues in search of sustainable progress and business success.”

Expertise will be drawn from across Ogilvy within the sustainability practice, including Ogilvy PR communications specialists Nino Tesoriero, Jacquie Potter and Brian Corrigan; plus Toby Harrison of Ogilvy Consulting; Luis Garcia of Cannings Strategic Communications; and Dane Smith representing Ogilvy’s behavioral science expertise.

Launching the sustainability practice, Ogilvy PR released its first ESG Credibility Report, which examines the perceived importance of environmental and social issues, and the credibility of ESG statements made by companies across a wide range of industries, based on responses from 1,011 Australians. surveyed by Lightspeed Research in September 2022. The report also examines the challenges that corporate business leaders face when it comes to ESG communications.

“Consumers told us they would be more likely to believe business leaders if they delivered on their ESG promises,” Tesoriero said. “However, many corporate affairs leaders struggle to connect with certain audiences. Providing expert advice, global tools and ongoing research in this area will allow companies to do the right thing and talk about it with confidence. »

Other insights from the report show that most Australians don’t think companies are doing enough to address sustainability issues, with 65% supporting tougher ESG legislation. Most (80%) also think executive bonuses should be tied to environmental and social goals.

“With 42% saying no industry sector – including government – ​​is currently doing the right thing in terms of environmental responsibilities, clearer communication is needed,” Tesoriero concluded.

For a copy of Ogilvy PR’s ESG Credibility Report, visit ogilvypr.com.au/insights

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