Transparency in information, with a direct impact on brand reputation: this was the focus of the first webinar in the “ESG ao Alcance” series, hosted this Friday morning (12) by DiversaCom, Textual Comunicação’s social impact and sustainability agency. Best practices in sustainability reporting and integrity programs were discussed by the invited experts in a conversation moderated by Karla Prado, ESG and Client Services Director at DiversaCom and Textual. The event celebrated Environment Month and is part of the #CompartilhaDiversaCom project, an initiative designed to promote knowledge and capacity building around ESG topics.
For this inaugural edition, the conversation featured Ana Luiza Aranha, Senior Manager at the United Nations Global Compact (United States) and leader of the Business Integrity Accelerator, and Pedro Augusto, a strategic sustainability manager whose career includes experience at Sistema B — a global movement promoting a new economy in which success is measured by positive impact on society and the environment — the UN Global Compact Network Brazil, and CEBDS (Brazilian Business Council for Sustainable Development).
The event brought together Communications and Sustainability leaders, clients of both agencies, and guests from corporate areas including Legal, Human Resources, and Finance.
Textual’s “Conversations That Build Reputation” survey, developed in partnership with Balt Pesquisa e Consultoria, served as a starting point for the discussion. According to the study, 77% of Brazilians are more likely to trust brands that explain, step by step, how they intend to reduce their environmental impact, while 86% consider it essential for brands to combat misinformation.
“Brands need to communicate in an inspiring way, but transparency is an essential part of that,” Karla said.
It is within this context that sustainability reports and integrity programs go hand in hand with communications.
“Whenever a company says it wants to work with sustainability, I ask what its motivation is for engaging with the ESG agenda. That is what will determine the type of communication it should pursue,” Pedro said.
Ana Aranha offered a clear analogy for sustainability reports.
“It’s like inviting someone into a restaurant’s kitchen — it is an opportunity to show how things are actually done. What a company says and what it does must be aligned and consistent with what it publishes,” she explained.
Trust
The compliance and anti-corruption expert also discussed collective action, which has helped create a virtuous cycle in the market.
“Collective action represents a broad agreement among companies and organizations that do not wait for legislation before taking action, but instead understand that a more transparent and competitive market is better for everyone. Transparency makes organizations stronger and builds trust.”
For Pedro Augusto, the key lies in staying ahead of the curve.
“Companies will increasingly be expected to communicate what they are doing. Those that anticipate this trend will set an example and earn a prominent place in these discussions,” he said.
He also highlighted the importance of connecting sustainability data with financial results and discussed how good practices contribute to the long-term sustainability of businesses themselves, as well as to their market value.
The “ESG ao Alcance” webinar will be held twice a year and is open to the public. To learn more, follow Textual Comunicação’s institutional website and LinkedIn page.
Founded in 2023, DiversaCom is an agency specializing in sustainability communications, offering a range of products and services focused on brand reputation and ESG. The agency has already received three major industry awards — two from Aberje and one Jatobá Award.
To learn more, visit DiversaCom.
Roberta Borges, Senior Communications Analyst
