ESG助力企业品牌价值传播，故事感与场景化是关键｜2025华夏ESG管理体系大会

Group 1 - The core viewpoint emphasizes that effective ESG communication should not only focus on frameworks and paths but also on storytelling and contextualization [2] - The current trend in sustainable development positions ESG as a tool for high-quality corporate management, making the communication of ESG efforts crucial for enhancing brand value [2] - The roundtable forum discussed various aspects of ESG communication, including changes in communication methods, differences in ESG brand building between Chinese and foreign companies, and strategies for optimizing ESG communication [2][4] Group 2 - ESG communication has shifted towards a more pragmatic approach, with companies moving away from abstract concepts to concrete narratives based on their practices [4] - The proportion of ESG content in the overseas communication of Chinese companies has increased from 12% in 2017 to 20.2% in 2023, indicating a growing focus on ESG in international markets [4] Group 3 - There is a notable difference in consumer perception of ESG across industries, with sectors like food and cosmetics having stronger associations with personal health and social responsibility compared to industrial and B2B sectors [6] - The perception of ESG value is influenced by industry characteristics and consumer logic, including self-interest and altruism [6] Group 4 - For B2B brands, the value of ESG is built through long-term partnerships and trust rather than just advertising [6][7] - The ESG performance of upstream suppliers can impact a company's supply chain resilience, while downstream customer demands drive companies to optimize solutions [7] Group 5 - To convert ESG value into brand value, companies must navigate the stages of "doing well, communicating well, and being recognized" [9] - Authenticity, proximity, and continuity in news narratives are essential for building a trustworthy brand image in the ESG space [9] Group 6 - Companies are encouraged to explore innovative communication methods, such as short dramas, to promote ESG initiatives, highlighting the importance of storytelling and context in ESG narratives [10] - Technology plays a dual role in ESG communication by facilitating project implementation and appealing to the public's interest in cutting-edge narratives [10]