The Evolution and Controversy of ESG: Communicating Responsibility or Responsible Communication?

This chapter examines the intricate landscape of environmental, social, and governance (ESG) principles, addressing their relationship with politics and evolving moral standards. It presents a critical discourse on the authenticity of corporate intentions versus their actual conduct. Amid the proliferation of corporate social responsibility (CSR) and ESG rhetoric, the reader is challenged to consider whether these are substantive efforts or merely strategic communications to foster a responsible image. This chapter reveals the potential for corporate hypocrisy. It uses tobacco, finance, and fashion industry case studies to show how companies must navigate the fine line between responsibility and manipulation.

We examine the critical point of the “road to hell is paved with good intentions.” Presented cases show how noble values can lead to unexpected barriers or serve as an effective tool to boost corporate hypocrisy. The tobacco industry is a case in point. So-called responsibility serves merely as a fig leaf for legitimizing the industry itself. Talking about responsibility for specific issues in fashion covers the silence about others, such as the deadstock inventory. Financial institutions, such as banks, refuse to lend money to the defense and security industry, as not to stain their ESG ratings, thus hindering the EU defense capabilities. This chapter emphasizes that critical thinking, honesty, and transparency are essential in strategic communication.