ESG COMMUNICATION MUST MOVE BEYOND ANNUAL REPORTS TO BUILD BRAND EQUITY
Sri Lankan businesses urged to turn credible sustainability initiatives into meaningful stakeholder narratives
Sri Lankan businesses must look beyond annual sustainability reports to communicate the broader value of their environmental, social and governance (ESG) initiatives, according to discussions at FireCircle Strategic Consultancy (Pvt) Ltd’s third ESG Storytelling Workshop, From Compliance to Brand Equity, held on 30 October at Cinnamon Grand Colombo.
The interactive workshop brought together professionals from different organisations to explore how strategic ESG communication can strengthen stakeholder trust, corporate reputation and brand equity.
“Many Sri Lankan organisations are doing meaningful work across the ESG spectrum, from environmental stewardship and employee welfare to community development, ethical business practices, transparency and good governance. Yet much of this remains confined to annual reports. While reporting is essential, it should not be the only place these stories are told,” said Gayani Punchihewa, Founder of FireCircle and workshop facilitator.
Emphasising the importance of humanising ESG data, she noted that storytelling should complement credible evidence rather than replace it.
“Behind every ESG data point is a human story. A water conservation initiative may protect resources for a community, while an employee welfare programme may improve a family’s quality of life. Data establishes credibility, but storytelling helps people understand why that impact matters.”
The workshop explored evidence-based storytelling, stakeholder relevance and consistent communication, while addressing the risks of exaggeration and greenwashing.
“If organisations don’t tell their stories clearly and credibly, others may define those narratives for them. Strategic ESG communication allows businesses to take ownership of their stories and build long-term value,” Punchihewa added.
The three-and-a-half-hour programme featured interactive discussions, practical exercises and an extended Q&A session, reflecting growing interest in connecting ESG performance with meaningful corporate communication.
About FireCircle
FireCircle Strategic Consultancy (Pvt) Ltd specialises in public relations and media buying, strategic marketing, ESG communications and disclosure, and professional training.
