Wonderchats – ‘Property Marketing: Sustainability, ESG & COP26’
We were so honoured to be part of the most recent Wonderchats. This was a round table session centered around content marketing, deconstructing and engaging with key questions around how ESG and Sustainability are being communicated in the property industry, set against the backdrop of the up-coming COP26 in Glasgow this Autumn.
To read the full write up by Wonderhatch CEO Will Walsh click below!
To create a symbiosis between flourishing as a business and helping to save the planet, through ensuring the built environment is sustainable. More and more, the importance of satisfying investors is becoming central. It is clear that companies refusing to focus on sustainability will be left behind, stranded. There is now no choice but to get on the bus, and start to prioritise sustainability as a core objective.
There were a few questions to consider:
How and what are we measuring?
Are they the right things?
Are we being completely honest?
Do we know the whole truth?
Sustainability and ESG sit at the top of many company reports. Most of the issues being tackled come from the built environment, with the central problems arising from structures that are already built. Whilst intelligent buildings are brilliant, it is crucial to measure tangibly green spaces and bio-diversity to maximise these efforts. Similarly, it is one thing measuring energy efficiency, but what about mental health, and the impact emotionally these changing times and property implications have on their inhabitants? To achieve success, we need to look at all stages of the building process.
What marketing initiatives have been tried?
It is easy to get marketing initiatives wrong. It is easy to jump on the bandwagon and miss the real issues surrounding ESG and sustainability.
Sustainability messaging alone is not producing the engagement required, so it is crucial that marketers get the storytelling right. Engaging with these topics needs to be introduced in an engaging and tangible way to consumers in order to hook their interest in the movement.
Consumer Messaging
Needs to be bite-sized and understandable.
Needs to articulate the practical benefits.
Packaging is important – needs to provide clear benefits.
Scattering seeds at this stage is crucial.
Keep all marketing efforts away from greenwashing.
Thought Leadership
Is important. It filters down.
There’s a huge educational journey for everyone!
Be honest about where you are – transparency is key.
Must be tangible at every level.
COP26 is a good opportunity to bang the drum and create unity.
Sustainability starts at home.
Thank you for having us Wonderhatch! We were thrilled to be joined by:
Priya Rawal – Luxury Property Forum
Davina Debidin – Morrisroe
Emily Lewis – Ebury
Claire Burgess – Argent LLP
Jacqueline Scott – Argent Related
Simon Owen – Wonderhatch
Katherine Holman – PDP London
Mhairi Smith – Qatari Diar
Andrew Derrick – Socrates
Ben Dalton – Orion Capital Managers
Rosanna Lawn – Etopia
Natasha Zlobec – Sectorlight
Saul Tyler – Hoare Lea
Penny Harrison – Wonderhatch
Marc Webbon – Wonderhatch