How to Run a More Successful ESG Campaign through Partnerships

ESG activities and communication campaigns, focused on environmental, social, and governance aspects of business, are increasingly becoming the norm rather than the exception. s companies look to engage consumers through these initiatives, choosing the right partners and allies, those who can help deliver the message to the right audiences, becomes increasingly important.

Below, we highlight four key partner groups whose positive image, reputation, and influence can significantly contribute to building trust, raising awareness around ESG themes, and driving positive, sustainable change.

1. Employees

CEOs, top management, and employees who are strong advocates for the positive changes being promoted are ambassadors not just of the campaign, but of the company itself. As change agents from within, they are the best example of how to turn words into action and how every individual can contribute to a greater goal.

They are especially valuable allies in initiatives focused on ethics, organizational culture, working conditions, diversity, equity, inclusion, or sustainable internal practices.

2. Partners from NGOs and the Civil Sector

Associations, initiatives, and non-governmental organizations are often deeply engaged in the communities and issues they address, whether related to the environment, human rights, inclusion, or education. Partnering with such organizations can bring authenticity, added trust, and access to specific target groups that companies may otherwise struggle to reach. These partnerships also send a strong signal that ESG activities are not merely a marketing tool, but the result of genuine effort and dialogue with those who understand the complexities of the issue and live them every day.

Their support is particularly important in campaigns related to climate change, human rights, inclusion, local development, and social justice.

3. Experts and Journalists

When addressing socially sensitive topics, it’s important to rely on those who are well-informed and capable of speaking publicly on the issue. Experts lend credibility to the campaign through argument-based, constructive engagement, and help motivate target audiences by increasing their understanding and encouraging involvement. Journalists covering related topics can amplify ESG efforts by giving key messages additional reach and media presence.

It is especially recommended to include them in campaigns aiming to shift public perception or beliefs, or to inform audiences about complex topics of wider societal importance (e.g., sustainable development, energy transition).

4. Content Creators

Social engagement and a desire to drive positive change are often key motivations for influencers and social media creators. When their values align with what a company promotes through its ESG activities, they become powerful allies in sharing ideas with their audience and authentic advocates who, through deeply held personal beliefs and compelling content, can inform others and inspire reflection and action.

Their support holds particular value in campaigns targeting younger audiences and promoting the adoption of sustainable behavioral changes (e.g., zero waste, cruelty-free, healthier lifestyles), but also in campaigns addressing socially sensitive issues such as human rights, minority rights, or mental health.