Businesses play a crucial role in addressing climate change and biodiversity loss.

In recent years, the focus on Sustainability and Environmental, Social, and Governance (ESG) issues in the business world has been growing. Companies are realizing that sustainable practices are not only good for the planet but also good for their bottom line. By focusing on sustainability and ESG efforts businesses can reduce costs, attract and retain customers and employees, as well as make a positive impact on the environment.

The aim of this blog post is to showcase our efforts in assisting other companies in their sustainability efforts and serve as an inspiration for potential actions that other businesses can take.

A great example of combining bottom-line growth and sustainability initiatives is the collaboration between the WWF-CEE (WWF) and VELUX, supported by our team, dedicated to developing communications strategies in the area of sustainability, a recently established agency practice area to service clients across EMEA. We are excited to announce that for the purposes of their initiative, we are providing PR and digital support as a communications partner. We co-developed the platform “The Future of Business“, a digital information hub for sustainable business solutions in Central and Eastern Europe. As a sub-part of the 20-year collaboration between the WWF and VELUX, this initiative aims to encourage businesses in the region to take action for the planet.

The Future of Business is a comprehensive platform that offers corporate leaders, start-up innovators, elected officials, sustainability executives, conservationists experts, and others the latest insights, tools, and resources on sustainable practices. The platform focuses on topics from five areas: climate leadership, water and forest stewardship, finance, and food systems.

“We have created “The Future of Business” with the purpose to examine what the future of our region could look like and how to shape it in favor of people and nature”, shares Peter Baráth, Regional Director of Marketing and Partnerships at WWF-CEE. “It is designed to start the conversation, and made for passionate change-makers who want to generate a positive impact for both the business sector and the planet”.

As the PR and Communication partner, the agency will ensure wide recognition and support awareness for this campaign, driving availability and starting the conversation on the business case behind sustainability through several digital touchpoints. With the proper reach, the magic starts to happen.

“We are proud to collaborate with the WWF and support this vital initiative to promote sustainable business practices in Central and Eastern Europe”, said Jana Wilhelmus from United Partners.

The Future of Business was launched in April 2023 and is available in English. The hub consists of three types of content: podcasts, videos, and articles.

There are several potential business growth opportunities that can arise from sustainability and ESG efforts. And here is how we can help clients capture and make the most of this potential.

Brand Reputation

Focusing on sustainability and ESG can help enhance a company’s brand reputation and differentiate it from its competitors. Consumers are becoming increasingly aware of environmental and social issues and are more likely to support companies that prioritize sustainability and ESG practices. With the right programs shared on the right platforms, consumers will be increasingly aware of the efforts made – a proven method to build brand equity and reputation.

Customer Loyalty

Businesses can attract and retain customers who are environmentally and socially conscious by focusing on sustainability and ESG and communicating their efforts. Such customers tend to be more loyal to companies that share their values. In the very near future communicating your efforts will not be a differentiator as customers demand transparency. We can help to distill the right communication channels and messages, to optimize the output of the initiatives.

Employee Engagement

A focus on sustainability and ESG can also help businesses attract and retain employees who are passionate about these issues. Employees who feel that their employer is making a positive impact on the world are more likely to be engaged and committed to their work. A solid corporate communications strategy thus builds increased opportunity to attract and retain talent.

How we can help

United Partners has extensive experience helping companies reach their sustainability and business goals across EMEA. We work with our partners to develop a sustainability strategy that aligns with their goals and values and jointly determine the relevant stakeholders.

After determining the sustainability strategy, we define the channels to reach the defined stakeholders, with the goal to increase your brand’s reputation. We develop messaging and communication strategies that highlight your commitment to sustainability and ESG. This can include social media campaigns, content marketing, and public relations.

Also on the customer side, we can provide the necessary support. We help businesses engage customers who are passionate about sustainability and ESG by developing marketing campaigns that speak to their values and interests. This can include targeted advertising, influencer marketing, and email marketing.

One of the most neglected forms of marketing is internal marketing. We can help businesses empower their employees to become champions of sustainability and ESG by developing internal communication campaigns that educate and inspire them to take action. This can include employee newsletters, training programs, and sustainability initiatives.


A focus on valid and transparent ESG communications can be a powerful source of business growth for companies that prioritize these issues. By reducing costs, enhancing brand reputation, increasing customer loyalty, and engaging employees, businesses can create a competitive advantage that will help them thrive in the long run.

With United Partners’ expertise in developing sustainable strategies, improving brand reputation, engaging customers, and empowering employees, we can play a pivotal role in enabling your business to realize its potential in these areas.

You can start by listening to the first season of “The Future of Business” podcast, supported by VELUX – the world’s leading manufacturer of roof windows.

The first episode of the podcast, “1.5°C Emission Possible: How businesses can drive the transition towards a net-zero economy”, focuses on corporate climate leadership and is already available on the digital information hub, as well as on Google, Apple Podcasts and Spotify.