Why just doing good isn't good enough... A journey through the complex world of esg
Guest Blog by Helen Smith, Head of Marketing and ESG
Three years ago, our true ESG journey began with the best of intentions, like many business we wanted to “do the right thing”, we soon learned it’s about doing the hard thing, the thing that requires strategy, commitment, and a whole lot of patience. ESG isn’t a side project or a PR badge.
Here's the thing; good intentions alone don’t get you very far. The ESG world is vast, messy and at times a little overwhelming. There’s jargon, ever-changing regulations and a dizzying number of companies promising quick fixes.
In our journey so far, we’ve faced false starts, celebrated breakthroughs, and discovered that the “E,” “S,” and “G” are less about ticking boxes and more about changing mindsets. Here’s what we’ve learned along the way…
1. Everyone says they can do your Carbon calculations — but not everyone should
When we started, it felt like every other week a new business popped up offering to calculate our carbon footprint. Some had slick websites, some came highly recommended, and others seemed to have just set up shop yesterday. The truth? This is not a “pick the first option on Google” decision.
Carbon accounting is complex, and the methodology matters. If you don’t take the time to research providers, you risk investing in a solution that’s not credible, not compliant, or simply not suited to your sector.
We spent months comparing approaches and had a couple of false starts, asking difficult questions, and digging into how data is handled.
LESSON: Treat your partner like you would any strategic supplier - vet them thoroughly, because the credibility of your ESG reporting depends on it. When we began the process of choosing a partner we knew very little about carbon reporting so it was easy to get lost in a sea of acronyms and technical terminology, don’t be afraid to ask potential partners to break it down into the simplest of terms.. you’re going to need to understand this detail later down the line.
2. Scope 1 & 2 Are the Easy Part — Scope 3 Will Test Your Patience (and Your Processes)
Direct emissions (Scope 1) and purchased energy (Scope 2) are manageable. You already have the data.
Scope 3? A totally different beast! This is where you enter the supply-chain labyrinth. To get it right, you need solid supplier relationships, user-friendly ways for them to share data, and a robust tracking system. Without that foundation, you’ll spend more time chasing information than calculating anything and we certainly fell down that hole in the first few years. We’ve not nailed it yet, but we are now building a process and MIS to enable easy supply of data from suppliers, all forming part of our sustainable procurement policy.
LESSON: Strong relationships and clear processes are your best tools for Scope 3 success.
3. Stop Treating ESG Like Someone’s “Extra Job”
Early on, ESG landed somewhere between compliance, marketing, and finance. That meant good intentions but slow progress.
When the C-suite steps up and makes ESG everyone’s responsibility, momentum shifts. Resources open up, silos break down, and we can scale our efforts.
We’ve started this processes by launching an ESG committee with representatives from across the business, all empowered to drive change and ensure ESG decision making is a process throughout the organisation.
LESSON: Without company-wide ownership, ESG stays small. With it, it transforms your business.
4. Compliance Is Not the Finish Line — Action Is
It’s easy to get swallowed up in compliance deadlines and reporting templates. We’ve found that just when you’re on top of one set of requirements, something new appears.
The danger? Spending all your energy on measuring the problem instead of fixing it. Having dedicated resource for compliance and people actively driving change on the ground is a game-changer.
LESSON: Data is useless without action - balance reporting with real-world impact.
5. Knowledge Grows Faster When You Share It
In three years, our ESG knowledge has multiplied — and it’s still growing. Now, our priority is sharing it across the business so everyone feels empowered to share with colleagues, customers, and suppliers.
ESG thrives when it’s collaborative. When everyone works together, the progress compounds.
LESSON: ESG isn’t a solo sport. Treat it like a team game and invest in education for all.
ESG Is a Marathon, Not a Marketing Slogan
If there’s one thing our journey has taught us, it’s that ESG isn’t something you “complete.” It’s a mindset you embed. It’s an ongoing process of learning, adapting, and staying honest about your impact.
Doing good is no longer enough. Stakeholders expect proof, transparency, and a clear plan to go further. And while the road can be bumpy, embedding ESG into the DNA of your business is one of the most rewarding (and future-proofing) investments you can make.