As marketers, we’re always looking for new ways to earn real trust and loyalty from consumers. I’ve seen many campaigns claim to offer authentic engagement, but they often miss the mark because they don’t reflect the values people care about today. Alice Brady, Chief Strategy Officer at Responsible Marketing Advisory, who is speaking at our conference on the 16th, shows how integrating ESG can turn community-first marketing into a must-have for business success.

Alice and her team at Responsible Marketing Advisory’s (RMA) approach goes beyond just meeting requirements or adding sustainability messages at the last minute. She believes Environmental, Social, and Governance principles should be built into business strategy from the start, forming the base for community building that truly connects with today’s consumers.

Why ESG-Driven Community Marketing Matters Now

The numbers are clear, and Scottish marketers should pay attention. 76% of consumers would stop buying from companies that break ESG principles, and companies with strong ESG ratings see 4-6% higher average annual returns. In Scotland, where people care about issues like net-zero goals and social responsibility, these aren’t just nice-to-haves; they’re expected.

Alice points out that marketing has changed. People now look for more than just products; they want to be part of brand communities, share values, and have real experiences. To meet this shift, community-first marketing needs more than surface-level tactics. It needs a real commitment to ESG values.

In Scotland, this means brands that support local renewable energy, work with Scottish schools, or show real efforts to cut their environmental impact are doing more than marketing. They’re building communities around values that matter to people here.

Strategic Framework: ESG as Community Catalyst

Alice helps businesses see that ESG isn’t just another layer on top of what they already do. Environmental, social, and governance factors are already shaping how customers, investors, and employees make decisions. The best way forward is to make these factors central to building strong communities.

The RMA's framework focuses on three key areas that transform how marketing creates authentic connections:

• Environmental Stewardship as Community Purpose. Rather than simply promoting eco-friendly products, the goal is to create communities around environmental goals that customers can actively participate in. This might involve inviting customers to join sustainability challenges, participate in local conservation efforts, or co-create solutions to environmental problems. The key is making environmental responsibility a shared journey rather than a corporate announcement.
• Social Impact Through Local Engagement. That social responsibility works best when it starts hyperlocally. For Scottish businesses, this means engaging with community issues that genuinely matter to local customers. Whether it's supporting Scottish heritage preservation, engaging with local economic development, or partnering with community organisations, the goal is to demonstrate authentic investment in the communities where customers live and work.
• Governance Transparency as Trust Foundation. Perhaps most importantly, good practice advocates for radical transparency in business practices. This includes being open about supply chains, decision-making processes, and even failures. Scottish consumers particularly value straight-talking and honesty, making governance transparency a powerful foundation for community trust.

The Business Case: Why ESG Communities Outperform

The Responsible Marketing Advisory team's approach stands out because it tackles a key challenge for today’s marketers: how to build lasting competitive advantage. Over 75% of companies see ESG as a way to get ahead, but many still find it hard to turn ESG promises into real community engagement.

Research shows the financial benefits are real. Companies with strong ESG standards face fewer problems and do better financially over time. They attract talented people, win customers who share their values, and get more support from investors. For Scottish businesses, this means a stronger local presence, better staff retention, and more investor trust.

For clients of the RMA who've integrated ESG into their community strategies report several key advantages:

• Deeper Customer Loyalty: When communities form around shared environmental or social values, customer relationships become more resilient to competitive pressure and price competition.
• Enhanced Innovation: ESG goals can inspire new business models, circular economy initiatives, low-carbon product lines, and sustainable service offerings. Communities become sources of innovation as customers co-create solutions to shared challenges.
• Risk Mitigation: ESG-focused communities provide early warning systems for potential reputation issues and help businesses navigate changing regulatory landscapes more effectively.
• Cost Efficiency: ESG investments may cost more at first, but they lead to ongoing benefits by reducing future risks and expenses.

Practical Implementation: Getting Started with ESG Community Building

Good practice is about taking action, not waiting for everything to be perfect. Here’s how Scottish marketers can start bringing ESG principles into their community strategies:

Start with Assessment, Not Assumptions. Before launching any community initiative, conduct a thorough ESG self-audit. Understanding your current ESG status is the essential first step. It helps you identify gaps, set priorities, and align ESG goals with the areas where your company can make the most meaningful impact.

Set SMART ESG Goals. It is vital that your goals are Specific, Measurable, Achievable, Relevant, and Time-bound. For Scottish businesses, this might mean committing to source 50% of supplies from local Scottish suppliers within two years, or reducing carbon emissions by specific amounts through community-supported initiatives.

Create Governance Structures. Integrating ESG goals into your corporate governance is essential for ensuring accountability and delivering lasting impact. This means assigning clear ownership for ESG community initiatives and embedding them into strategic decision-making processes.

Choose Community Platforms Wisely. Different ESG focuses require different community approaches. Environmental initiatives might work well through social media challenges and local events, while social impact projects might benefit from partnership platforms with Scottish charities and educational institutions.

Measure What Matters. Track both traditional metrics like engagement and retention alongside ESG-specific indicators like community participation in sustainability initiatives, local supplier integration, or social impact outcomes.

Building for the Long Term

The key point is that ESG-driven community marketing is not just a one-time campaign, it’s an ongoing commitment. ESG is a journey with no set finish line, and regular feedback from inside and outside the company helps it keep improving.

For Scottish marketers, this means creating community strategies that can adapt as consumer expectations, rules, and environmental issues change. It’s about building real relationships that last through tough times and competition.

There’s a big opportunity here. Scottish consumers are getting smarter about sustainability and social responsibility. They want brands that live their values, not just talk about them. Brands that build communities around real ESG commitments will earn the kind of loyalty that leads to lasting growth.

The Path Forward

The Responsible Marketing Advisory approach gives Scottish marketers a clear way to move from traditional community marketing to something stronger, building communities based on values that link business success with positive social and environmental impact.

The real question isn’t if ESG matters to your customers, it’s whether your business is ready to build real communities around the values that matter most. As Brady shows through her work, when companies truly commit to ESG, they don’t just create better communities, they build stronger businesses too.

If you’re ready to go beyond surface-level engagement and build real communities, bringing ESG principles into your work isn’t just smart marketing; it’s a must for business success. The future will belong to brands that are bold enough to do this the right way.