Striking a balance between global and local ESG messaging is tricky, but essential.
In this piece for the German Chamber Ticker, Tony Zhang, WE Red Bridge Head of Corporate and General Manager, Beijing, discusses how brands in China are increasingly recognizing that making a commitment to sustainability and developing persuasive ESG storytelling will play a central role in business growth.
MNCs are specifically advised to create a sound ESG strategy built around the following key actions:
1. Audit: Understand how the company’s global ESG and sustainability narrative is seen by Chinese stakeholders
2. Emphasize: Create a China strategy that capitalizes on the values shared by the organization and Chinese stakeholders
3. Activate: Cemonstrate genuine commitment to ESG and sustainability through a series of local activations that have a measurable impact on local communities.
This article was originally published in the German Chamber Ticker magazine, spring 2024 edition.
