Video
How Brand Promises Shape Choices and Build Trust
Brand promises now guide choices, alignment and proof. See how to set a non‑negotiable standard and apply it with three actions to earn trust.
Summary
At moments of change, it’s tempting to tick compliance boxes. But signals blur when answers are fragmented and data inconsistent, and trust erodes. Progress follows when leaders tie ESG proof to commercial outcomes and anchor a single, coherent narrative. That’s how infrastructure organisations competing for major contracts regain credibility and advantage.
Watch The Video
In this video, Dipendra Mistry (CSO & Managing Partner) explores how ESG and procurement now shape value in industrial contracts.Our Perspective
What this means for leaders navigating growth, change or transformation in their organisation.
The New Trust Test
In infrastructure, environmental, social and governance (ESG) performance has become the quiet filter through which buyers, investors and communities judge credibility. It’s no longer a side document to the bid; it’s the lens that reframes the whole bid. When the ESG narrative and the evidence base diverge—even slightly—people assume hidden risk. That perception shows up as uncertainty about programme certainty, board-level hesitance, and a higher bar for scrutiny.
This is fundamentally a trust problem. Brand isn’t what you say; it’s what others infer from how well your data, behaviours and decisions cohere under pressure.
Proof Shapes Perception
Capital is already voting. The Global Infrastructure Investor Association notes that, even as overall fundraising softened, ESG-labelled vehicles attracted USD 106.74 billion and represented 92% of private infrastructure capital last year—an unmistakable shift in how value is being priced. That tells leadership teams something simple: ESG is now read as a proxy for risk management, delivery discipline and licence to operate.
Treating it this way changes the conversation. Rather than reporting for compliance, you’re translating performance into assurance—about resilience, supply chain control, community benefit, and the predictability clients depend on.
Make ESG Commercial
The question isn’t “Do we disclose?” It’s “Can stakeholders see how this improves outcomes they care about?” We often see credibility strengthen when leaders draw straight lines from ESG metrics to delivery reliability.
- Link emissions and materials choices to programme certainty, safety performance and long-term asset resilience.
- Build a procurement-grade audit trail: supplier standards, incident data, remediation actions and independent verification.
- Quantify downside avoided: delays reduced, regulatory exposure lowered, reputational risk contained.
- Show cost predictability over the asset life, not just the build phase, tied to ESG design decisions.
Align The Story
Most organisations we work with find the real gap isn’t effort, it’s coherence—different functions saying true but partial things. The fix is a single, simple storyline backed by shared data.
- Set one materiality map that prioritises the 5–7 issues that genuinely move risk and value.
- Create a common data model for emissions, safety and supplier performance so numbers stay consistent across bids, investor decks and site reviews.
- Codify behaviours—on site and in the boardroom—that demonstrate the promises in daily decisions.
- Rehearse the narrative cross-functionally before major pursuits so procurement hears one steady voice.
As scrutiny deepens and capital gets choosier, the winners will be those whose ESG proof and brand story move in lockstep—making trust a predictable outcome rather than a fragile hope.
Sources:
- Report: ESG fundraising reaches record highs in 2024 amid market challenges — Global Infrastructure Investor Association (with Realfin)
Further Resources
Brand clarity often begins with the right questions — we’d be glad to explore them with your team. Start the conversation.
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