Storytelling and sustainability

'Casting ESG as a distinct field raises questions about its definition, purpose, and potency, leaving it in a veritable identity crisis.' This is the that quote caught my eye while attending an event organized by The Financial Services Forum at the Ruffer offices today.

The panel discussion focused on storytelling as a means of differentiation in a 'sea of sameness.' Each panelist shared incredible examples of how their storytelling about brand values successfully conveyed messages of differentiation.

However, it is clear that storytelling around sustainability themes has become messy. It has either taken a backseat, tweaked to suit political winds or entirely shoved under the carpet (greenhushing as they call it). Sustainability communications needs rescuing!

Digging further into the quote (which came from Kevin Paul, CFA in The Ruffer Review 2026), it continues: "Unfortunately, this has left the field open for sworn opponents to build straw men that are easily consumed by the flames of politics and ideology....ESG analysis does not need a separate label. Instead, the term should be dissolved and its components should be reabsorbed into fundamental analysis, where they belong."

I wholeheartedly agree with this philosophy as the same applies to sustainability communications—it doesn't have to be about 'doing good' or ‘net zero’ (leaving it open to attack) but must be linked back to business resilience and intrinsic value. This is what Boards and investors care about. And if the arguments are made strategically, this is what will bring long-term benefit for the communities in which a company operates and the customers it serves.

With the impending arrival of UKSRS in 2027, almost all listed companies in the UK will need to make standardized, decision-useful, material disclosures about their sustainability. Communications teams will need to sing from the same songsheet, lest they bring on a reputational crisis with misaligned messaging. The time to prepare is now.