I can’t think of a better example of the convergence of environmental, social, and governance (ESG) factors, compliance, and ethics than in marketing and public relations. This area is filled with opportunities and risks relating to many social issues. Depending on the nature of the social issues considered within your ESG strategy, the potential for inconsistencies between organizational priorities and its marketing and public relations communications can be significant.

The easiest example to point to is diversity, equity, and inclusion (DEI). Many organizations claim to take issues of DEI seriously. And there’s nothing inherently wrong with this being reflected in their marketing communications. Aspirational messages can have a positive impact. For example, an advertisement depicting a diverse group of individuals enjoying a company’s product is likely free of any major risk. But what about using a photo of a diverse group of individuals in a business meeting in connection with a piece about the company’s management or board oversight? If the board or senior management team doesn’t reflect this diversity, the risk of stakeholders pointing out this hypocrisy is very real.