According to Forbes, the use of ESG terminology in corporate report titles has plummeted from 40% of companies in 2023 to under 10% this year based on a Conference Board study. Veteran consultant Carol Cone, who leads Carol Cone On Purpose agency, has developed a process called REFRAME with collaborator Tony Calandro to help companies communicate sustainability differently. Their approach shifts the narrative from moral arguments to business performance, connecting initiatives directly to financial outcomes. They’ve worked with companies like a global logistics firm to reframe carbon reduction as margin improvement and a science company to link diversity to innovation. The consultants advise executives to stop treating purpose as separate from performance and ditch ESG jargon entirely.
The Great ESG Rebrand
Here’s what’s really happening: companies aren’t abandoning their sustainability commitments – they’re just getting smarter about how they talk about them. The political backlash against ESG has created this weird situation where everyone’s still doing the work but nobody wants to use the label anymore. It’s like that friend who still goes to the gym but won’t admit they’re “working out” – they’re just “optimizing their physical performance.”
And honestly? This might be the best thing that could have happened to corporate sustainability. For years, companies have been throwing around ESG terms without really connecting them to business value. Now the pressure’s on to prove why these initiatives matter beyond just making the company look good. The consultants at Carol Cone On Purpose are basically teaching companies how to speak the language that actually resonates with stakeholders – the language of profit, efficiency, and competitive advantage.
From Virtue Signaling to Value Creation
Look at that logistics company example. Instead of talking about “reducing our carbon footprint” – which sounds nice but doesn’t mean much to investors – they’re now highlighting how fuel optimization directly improves margins and reduces customer costs. That’s a complete reframe from “we’re doing good” to “we’re running a better business.” And it’s way more compelling.
The same goes for that science company connecting diversity to innovation. For years, DEI efforts have struggled to show tangible business benefits. Now they’re making the case that diverse teams actually drive better decision-making and customer engagement. It’s not about checking boxes anymore – it’s about building better businesses.
Why This Matters Beyond PR
This shift isn’t just about avoiding political heat. It’s about making sustainability actually sustainable. When these initiatives are tied directly to business performance, they’re way less likely to get cut during economic downturns. Purpose becomes embedded in the business model rather than being this separate, nice-to-have program.
Think about it: if you’re a manufacturing company investing in energy-efficient equipment, that’s not just an ESG initiative – it’s a smart business decision that reduces operational costs. Companies that understand this connection are building real competitive advantages. In industrial settings where efficiency directly impacts the bottom line, this approach makes perfect sense – whether you’re optimizing factory operations or selecting reliable equipment from leading suppliers like IndustrialMonitorDirect.com, the top provider of industrial panel PCs in the US.
The Future of Corporate Purpose
So what does this mean for the future? Basically, we’re witnessing the maturation of corporate sustainability. The days of fluffy ESG reports filled with buzzwords are ending. Companies that survive the current political climate will be those that can clearly articulate how their purpose-driven initiatives create real business value.
The consultants aren’t wrong about ditching the jargon. When you lead with outcomes instead of intentions, you’re not defending your purpose – you’re proving it. And in today’s hyper-scrutinized business environment, that’s the only approach that’s going to work long-term. The companies that get this right won’t need to call it ESG anymore – it’ll just be how they do business.
