Aspectus：2024年营销ESG白皮书：风险、回报和谜语（英文版）

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Aspectus ESG Whitepaper Marketing ESG in 2024:Risks,Rewards&RiddlesA survey of global marketing and communications professionalsForewordYou dont have to look hard to find opinions on ESG,but the voices you hear the most are typically those of investors,regulation afficionados,and the big businesses affected.That is all well and good and to be expected after all,these are the entities squarely in ESG advocates sights but there is a stakeholder group whose voices are largely missing:communications and marketing professionals.Of course,communications and marketing professionals are usually more comfortable operating in the background and letting their clients and organizations make the noise.But their voices are crucial to the debate for the simple reason that ESG challenges are,at least in part,communications challenges.Take the now-familiar phrases of greenwashing and greenhushing.These refer to communications and marketing efforts around ESG that are misaligned with an organizations actual performance.So yes,its important to speak to those tasked with driving that performance,but its also important to speak to those who must take those messages out into the world it is the combination of the two and their harmony or dissonance that creates the risk and the reward.That is exactly what we have done within this report.Weve surveyed more than 400 senior marketing decision makers across our core sectors and markets to find out exactly what our peers think of ESG.This includes professionals within the B2B energy,financial services,and technology industries across the UK,the United States,APAC and the Middle East.With this report,we have gained insight into the views of highly influential participants who are part of the discussion day-in and day-out.Is the classification of ESG a good or a bad thing?A fleeting fad or here to stay?Are your peers properly supported to communicate on this topic and,if not,what are the fixes and consequences?At Aspectus,we believe ESG is