Having a robust ESG strategy is good for every business. Marketing and creative agencies are no different. ESG, which stands for Environmental, Social, and Governance serves as a framework for evaluating a company’s non-financial performance. It encompasses aspects like sustainability, social responsibility, and ethical governance. While traditionally associated with corporate sectors, ESG considerations are increasingly relevant for marketing and creative agencies.

The world of business services is increasingly competitive. The number of marketing and creative agencies in the UK is growing (a 6.5% increase in digital agencies in 2023). Therefore, it is now even more important that your agency stands out from the crowd, for all the right reasons. Your potential clients will be looking to work with agencies that have shared values. They will prefer those that reflect their own ways of thinking. Getting ESG right will help you in this mission to stand out from the crowd.

Why ESG for marketing and creative agencies is key

If you are curious about ESG for your marketing or creative agency, check out our article ‘What is ESG?’ If you are already ESG-savvy, we have ideas. We explain how marketing agencies can incorporate best practices into their ways of working. This can have a positive impact on their bottom line.

Environmental responsibility for Marketing and Creative Agencies

Promoting Sustainable Practices:

Marketing agencies should adopt sustainable practices within their operations. This could involve minimizing paper usage, reducing energy consumption, and implementing recycling programs. By showcasing their commitment to sustainability, agencies not only reduce their environmental impact but also inspire clients and partners to follow suit.

Businesses should also consider offsetting their energy usage. Whilst agencies are people-heavy rather than plant-heavy, their reliance on technology to run their businesses will require significant energy. For example, to run servers. You could consider carbon offsetting.

Developing Ethical Messaging:

Ethical messaging involves aligning brand communications with values that resonate positively with their target market. Consider messaging that emphasises transparency, authenticity, and social responsibility. By highlighting ethical business practices and social initiatives, you can build trust and loyalty among clients and potential clients.

Social responsibility

Advocating for Diversity and Inclusion:

In an increasingly diverse world, marketing agencies have a responsibility to ensure their campaigns are inclusive. They should be representative of all communities. This means actively seeking out diverse talent, perspectives, and voices in both internal teams and client projects. By advocating for diversity and inclusion, agencies can create campaigns that resonate with a broader audience. These campaigns can drive positive social change.

Agencies should ensure their HR and recruitment practices are fully inclusive. If your business does not have a dedicated HR department, an outsourced HR service will be able to advise you. They can help with anti-discrimination wording and practices. This will assist you in attracting the best talent.

Ethical investments

When looking to invest to either grow your business through acquisition or to secure a return, our advice is to ensure the entity receiving your investment shares similar ESG values as yours. Be diligent in your research and always seek professional advice before committing. Remember, it has the potential to affect your reputation.

Human rights and modern slavery

Does your business have a modern slavery policy, and do you know those of your supply chain? Human rights and the rights of workers in the UK and around the world are increasingly protected. They come under the microscope in the media regularly. Supplier agreements should be meticulously reviewed. This ensures you are not complicit in illegal labor practices overseas.

Governance

Measuring and Reporting Impact:

Just as you track financial performance, marketing agencies should also measure and report on their ESG impact. This involves setting clear goals, collecting relevant data, and regularly assessing progress against key indicators. By transparently communicating their ESG efforts and outcomes, agencies can demonstrate accountability and foster trust with clients and stakeholders.

Our team can support you with:

  • Reviewing all your supply chain agreements to ensure they are ethically sound, we can also draft any supplier agreements you put into place.
  • Embedding ‘green’ policies in shareholder agreements and your staff/company handbook.
  • Assistance in the due diligence of any potential investments you are considering.

There are many more ways to effectively incorporate ESG into your marketing or creative agency. You can find out more in our article Helpful ESG Initiatives for SMEs.

Incorporating ESG strategies into marketing agency operations is not only morally imperative but also strategically advantageous. By embracing sustainability, ethical messaging, diversity, and inclusion, agencies can differentiate themselves in the marketplace. They can attract socially conscious clients and drive positive change in society. As the demand for ESG-aligned marketing continues to grow, agencies that prioritize these principles will undoubtedly emerge as leaders in the industry.