Let’s be honest: ESG will become yet another buzzword if we don’t get real.
ESG can be much more than a trend. ESG is a chance for you to lead with purpose, build trust and deliver real value for your clients.
The challenge? Cutting through the noise. Clients need to see that ESG isn’t just about good intentions; it’s about supporting efforts that are truly making a difference.
As someone who works in behaviour change and social marketing, I’ve seen firsthand how many actively work to avoid transparency. Moving forward, evidence-based approaches need to be embraced as these are the only way we can shift mindsets and drive the positive actions that people and our planet need.
I believe financial advisers are uniquely positioned to move away from the greenwashing trap.
ESG needs to be a promise, not a label
Clients are increasingly asking, “Where is my money going?”
They’re right to ask. Greenwashing – where companies overstate or misrepresent their environmental credentials – is a growing concern. Advisers who want to stand out must go beyond labels and show outcomes.
Let me share two examples from my own work that illustrate this idea.
Koala conservation: from awareness to impact
In southeast Queensland, our team partnered with local councils to reduce preventable koala deaths. Using a co-design approach, we created community campaigns and dog training programs that led to:
- 40% reduction in koala hospitalisations from dog attacks
- 88% reduction in vehicle-related koala deaths in Logan City
- Doubling of koala sightings reported by citizens
These outcomes weren’t just anecdotal; they were tracked, measured and publicly reported. That’s what ESG should look like: clear goals, transparent reporting and lasting impact.
Plastic waste reduction in restaurants
In Hong Kong, we worked with restaurant owners and diners to reduce food waste.
Food waste is a major contributor to landfill and emissions. Through stakeholder co-design and a pilot program:
- Plate waste dropped by nearly 50%
- Restaurant profitability increased
- Staff morale improved through the positive environmental contributions that restaurants made during the pilot study period.
Again, the results were measured and shared – no vague promises, just real observable change.
What does this mean for you?
As an adviser, you don’t need to run conservation campaigns. But you do need to ask yourself, “Are the ESG products I recommend delivering a measurable impact?”
Here’s how to integrate ESG into your value proposition while avoiding greenwashing:
1: Ask for outcome reporting
Look for funds and products that publish outcome evaluation and impact metrics. You need to make sure that you move beyond ESG scores. Other clear examples include:
- Carbon emissions avoided
- Biodiversity gains achieved
- Progress on meeting social equity outcomes
Actions speak far greater than words on a website.
2: Educate clients on what ESG really means
Use plain English; explain that ESG isn’t just about being “green”. Let your clients know that ESG is about how companies treat people and contribute to a sustainable future.
3: Share stories of impact
Clients connect with stories. Show them how their investments support real-world change. People want to learn about efforts that are protecting koalas or reducing plastic waste.
4: Avoid the “tick-the-box” trap
Don’t rely solely on ESG ratings. Dig deeper.
Ask providers how they verify claims and what third-party audits or peer-reviewed studies support their outcome or impact claims.
Transparency builds trust
In a world of greenwashing, transparency is your competitive edge. Clients want to know their money is doing good – and they want proof.
Advisely Partner
