Marketing ESG as a Strategic Imperative

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Janet Du Chenne

Editorial Director, Marketing

Corporate Bank Deutsche Bank

Janet Du Chenne, Advisory Board Member at FinTech B2B Marketing and Editorial Director of flow magazine, Deutsche Bank Corporate Bank’s insights magazine for corporate and institutional clients, sets out how Marketing showcases the bank’s efforts to put its sustainable targets into action Deutsche Bank’s ESG competence and marketing teams worked closely together to engage audiences about its ESG initiatives, putting a range of content onto its Sustainable Finance website to show how it is putting its sustainable targets into action. The content includes case studies featuring other corporates and a podcast with Gerald Podobnik, a member of the German government’s Sustainable Finance Advisory Council and CFO of Deutsche Bank Corporate Bank (here), on how corporates can adopt a sustainable agenda.

The marketing team showcased these sustainable solutions, presenting insights and written case studies about how these specific financing projects are working as part of the sustainable agenda. This includes a case study on how Halcyon agriculture used a subsidiary to embrace sustainable principles supported by a sustainability-linked loan from Deutsche Bank.

The marketing team, working with the ESG competence team, published regular updates to the website. By launching a website with resources and real-life cases studies written by journalists, the marketing team is able to tell the story and engage audiences towards the long-term strategic imperative of ESG.

During the pandemic, the bank has employed several initiatives as part of its sustainability strategy:

  • Appointed Trish Taneja as head of ESG Advisory, Capital Markets to set up a team to engage with stakeholders on the topic. With the team still in its infancy, Taneja’s goal for the first six to 12 months is simple: increase the client dialogue on ESG and spread ESG knowledge within the bank as much as possible.
  • Published its sustainable finance framework and created a website for resources and insights on its sustainable products.
  • Published sustainability targets earmarking 200 billion euros in sustainable financing and ESG investments. When defining which activities it will classify as sustainable, the bank will be guided by the EU Taxonomy – the European Union’s ESG standard.
  • Following this, the bank published a framework for putting those targets into action, including classification criteria for deeming which projects meet the criteria for sustainable loans.
  • It released a climate statement outlining how a bank contributes to sustainable and climate-friendly economic activity. This covers the entire spectrum, from sustainable finance and managing climate risk and its carbon footprint right through to how it encourages employees to identify with our drive towards greater sustainability.

This article is drawn from the full length article, here.