This article is provided by BRC Associate Member and Partner, RPC.

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Effectively influencing senior stakeholders is essential for the success of Environmental, Social, and Governance (ESG) programmes. As a Responsible Business professional at RPC, I've observed the critical role of strategic and operational ESG changes and the importance of senior engagement in delivering both. I've not only witnessed this as part of my work supporting RPC's own ESG programmes, but also when advising the firm's many retail clients alongside our ESG advisory lawyers.

Here are some top practical tips on aligning ESG with both corporate purpose and commercial drivers in a persuasive and impactful way:

1.   Strategic Alignment

Meaningfully connecting ESG initiatives to the company's core mission and values can be a highly effective way to gain senior stakeholder buy-in. It is vital to demonstrate how integrating ESG priorities into the company's strategy aligns with the business' broader purpose and long-term vision. At RPC, our Responsible Business team now sits within the office of the General Counsel, ensuring governance oversight and strategic alignment. By prioritising ESG at a strategic level, we emphasise its importance across all areas of the business to both internal and external stakeholders.

2.   Storytelling

Using powerful narratives to illustrate how ESG efforts contribute to the company’s goals and societal impact can be very persuasive. Data is important but sharing real-life stories of positive outcomes from ESG initiatives for the community, environment, and employees is key to building and maintaining momentum. At RPC, we've highlighted our partnership with a Global Charity Partner focused on environmental missions. These stories resonate deeply with employees, showing the tangible benefits of our ESG commitments and of their individual and collective involvement.

3.   Employee and Stakeholder Engagement

Engaging employees and other stakeholders is crucial for the success of ESG initiatives. Emphasising how these programmes boost employee morale and attract top talent and linking ESG efforts directly to organisational benefits such as innovation and productivity, also helps build strong support among senior stakeholders. Additionally, bringing in specialists to speak on specific environmental topics, organising strategic communications and speaker events, and actively involving employees and senior stakeholders in these initiatives can significantly enhance engagement. For example, encouraging participation in volunteer days with our Global Charity partner, UOcean 2050, a charity dedicated to ocean conservation, not only fosters a deeper connection to environmental causes but also allows stakeholders to experience firsthand the impact of their support.

4.   Demonstrating Leadership and Commitment

Board education and training are essential in enabling and demonstrating leadership and commitment to ESG. Targeted workshops and training sessions can support busy board members to enhance their understanding of ESG issues and trends within the context of their specific business. For instance, last year, we worked with a specialist Environmental Consultancy to support our senior leadership to further upskill and equip them with the latest knowledge to make informed decisions about environmental strategy at the firm.

5.   Risk Management

Highlighting the risks associated with ignoring ESG factors is a persuasive approach for many. Outlining potential legal risk, regulatory fines, reputational damage, and operational disruptions that can be mitigated through proactive ESG strategies is crucial. Senior stakeholders will rightly want to understand how these strategies protect the company's long-term interests.

6.   Setting Clear Goals and Metrics

Proposing specific, measurable ESG goals and presenting a clear plan to achieve them is fundamental. Outlining key performance indicators (KPIs) to track progress and ensure accountability, builds trust and confidence among senior stakeholders.

By aligning ESG initiatives with the corporate purpose, using storytelling, engaging employees and stakeholders, demonstrating leadership, managing risks, and setting clear goals and metrics, responsible business professionals can effectively influence senior stakeholders and gain the critical support needed to deliver strategic change.


Hear Katie speak on the panel at Retail Compass Live! on 9 October alongside speakers from InternetRetailing, Zero carbon Forum, Flora Food Group and Nestle.