ESG Storytelling Through Video
In recent years, there has been a growing recognition of the importance of ESG in tourism, but it is still lagging behind other industries. Because the breadth of tourism is so massive, from transport to lodging to food to nature trails and beyond, it’s fragmented and varied, and no standardized reporting framework exists (although recommendations and guidelines like the United Nations Sustainable Development Goals can be used). Tourism is also made up of many small and medium enterprises, which face less scrutiny and pressure for disclosure. But this doesn’t mean ESG isn’t relevant to tourism; in fact, it’s essential to creating a sustainable industry.
Why ESG Matters to the Tourism Industry
Tourism has a significant environmental impact, including carbon emissions from transportation, waste generation, and damage to natural habitats. It can have both positive and negative impacts on local communities, including economic benefits and cultural preservation, but may also create issues such as displacement and exploitation of local populations. And in many countries, businesses must comply with ESG standards, including environmental regulations and labor laws.
And while ESG originated as a risk assessment and mitigation tool for investors, it has become so much more in recent years. Beyond minimizing environmental impact and ensuring that tourism benefits local communities, ESG reporting and/or sustainability pursuits also protect a company or destination’s reputation. Companies with strong ESG practices are often seen as more trustworthy and responsible by consumers and shareholders alike, which can lead to increased demand and long-term success.
But it has to be communicated effectively to go beyond the boardroom.
So, if you are already incorporating ESG, corporate social responsibility, or sustainability reporting into your annual workflow, you might be wondering how you can capitalize on all the time and effort that goes into it.
And that’s where video comes in.
Why Video
It may feel like a mix of science and art: deep dives into data and competitor analyses and strategy juxtaposed against vibrant, compelling video. But that’s what makes it a powerful approach to sharing the information your team works diligently each year to collect and package into a tidy report. Video can be an impactful and memorable way for the travel and tourism industry to communicate performance and efforts around environmental, social and governance. In fact, with some simple math, it seems video is worth 1.8 million words. Seems like that could cover an ESG report, right?
With sounds, colors, pictures, movement, language and meaning, all at once, video is an immersive experience: just what tourism stakeholders are drawn to.
Ultimately, video can capture the essence of your brand or destination best, which is important even in communicating the “boring” stuff
In the entertainment and information world, video is king now. (In fact, according to HubSpot research, 54% of consumers said they wanted to see more video from brands they support.) If you can turn a hefty report into something people want to engage with, your message will reach a wider audience.
You will get more out of the effort. Video crosses all audiences, from shareholders to employees to users, and can impress them all.
Combining ESG data and video
So, how can you turn those boring ESG metrics into compelling stories that drive people to experience your tourism offerings?
Environmental Videos
The sense of place is a key aspect of tourism brands and destinations. And E might be the easiest of the letter to envision as a video. Afterall, we often see videos of gorgeous tourist destinations, pristine and welcoming. See GLP’s Azores, Armenia, and Sedona campaigns for examples of this.
Protect & Conserve
Video can be a stunning way to demonstrate the why of your ESG efforts, especially the environmental piece. Use the scenery, flora and fauna to inspire others to join you on your sustainability journey. Tell the story of the biodiversity and how a balanced ecosystem creates the uniqueness of the destination; and then share how your business is linked to preserving that. Visitors are an ideal audience for these types of videos, but success stories around environmental efforts for shareholders and employees can be very impactful, too.
Introducing New Goals
Setting new goals to protect local biodiversity by reducing waste or energy use? Working with your employees to clean up local waterways? Video can show the problems your organization has identified as material to your business or significant to your stakeholders. It can help justify your efforts and get stakeholders to embrace your ambitions. Employees, board members and investors may find this type of topic of interest, and it can be a powerful way to fight for bold action and commitments.
Social
Video is a special tool that can connect you to people, across distance and time. And it can be effective in showing your social, community or Diversity, Equity and Inclusion (DEI) efforts.
Personifying your Business
Businesses are run by people, but this is often forgotten. By showcasing your employees and letting them tell their stories, not only do you give them a voice and let them know they are valued, you show other stakeholders the type of business you are. (This Salesforce video highlights Southwest Airlines and shows that creating an enjoyable work environment is a huge part of their brand strategy and business success.) Employee interviews and storytelling are great ways to share your business’ story in a personal way, and touch on the great social efforts you’re engaged in.
Customers are looking for brands that treat people right. And video can show exactly how you do that.
DEI
Diversity, Equity and Inclusion is a rallying cry for sustainability seekers, but many organizations struggle with how to achieve it. If you have a great plan or are excelling in DEI, then show it! Give voices and faces to your efforts – let them tell their stories. But be sure it’s done authentically and beware of ‘diversity washing.’ A good way to do this is to invite filming to take place (with everyone’s permission, of course) during genuine, open, group conversations about diversity in the workplace, community or destination.
These can make compelling videos for your website and show your stakeholders your people and policies in a way that is interesting and human.
Community Engagement:
Tourism companies and destinations can create videos that showcase their efforts to engage with local communities and support diverse businesses. Feature interviews with local business owners and highlight economic equity and inclusion goals. These videos can be powerful ways to expand visitors’ knowledge of a place and distribute tourism further from well-known and over-traveled tourist destinations.
See GLP’s video below about Sedona’s locals and tour operators working to preserve its natural wonders.
Governance
G is usually considered the least interesting of the letters — but it doesn’t have to be boring (even if it is for a board meeting). In fact, video can be a compelling way to inform shareholders and the public alike on the policies behind certain initiatives and how they are meant to promote sustainability.
The Real Impacts of Governance
Governance doesn’t have to be checking boxes. It has a story, too. And most stories start with people. So, show your people. Explain their roles and jobs in the organization’s structure. Let people give shoutouts for those that have been featured- it’s a great way to understand the impact your team is making and how they are proactively furthering your sustainability goals.
Share Success Stories
The regulatory compliance that falls under Governance often comes across to shareholders as an obligation that impedes financial growth. But, this isn’t always the case, and newly implemented compliance initiatives may have positive impacts. Share success stories around compliance and responsible business improvements, and how your business adapted and thrived afterwards. Think: waste reduction, energy efficiency, reduced water use. By sharing positive outcomes from sustainability commitments, shareholders may be more open-minded for upcoming sustainability initiatives.
Plus, this can be a great way to show the public the strides that are being made in your industry to protect people, place, and planet.
While these recommendations are structured in concrete and separate E/S/G subjects, the potential of video is unlimited. It’s more about the message you want to send, and the best way to package it in a video to communicate your ESG strategy, goals and wins.
In fact, I love the idea of creating something representative of a visual executive summary on your ESG findings that can be used to inform all your audiences, from employees to visitors to investors, with compelling storytelling, incredible visuals and a personal touch that brings the information home. Wouldn’t it be neat to have a video library of your yearly ESG efforts and progress?
I certainly think so. And I bet you have some stakeholders that would agree.