ESG is rising up China's list of priorities. What should you be doing to make sure your efforts count towards deals with Chinese businesses?
China’s business priorities are changing fast. While tech and AI remain hot topics, there’s a new must-have for success: ESG (Environmental, Social, and Governance).
Put simply, if you want to win in China, you need to show how your company helps make things better.
Research from WE Communications shows that ESG is rising up the list of priorities in China:
2024 Priorities*
While the current concerns of digital transformation and AI are still at the top of the list, the long term outlook is that this will shift towards ESG.
3-5 Year Priorities*
New Checklist for Successful Deals
Chinese buyers now check ESG ratings before signing deals. This means they want to know how your company handles things like the environment, worker safety, and business ethics. Even if your products are great, poor ESG practices could cost you the deal.
Show and Tell Matters
Having good practices isn’t enough anymore. You need to actively share what you’re doing. Many Western companies do great work but forget to tell their Chinese partners about it. This is a missed chance to build trust and win business.
Think Local, Act Local
Focus on helping solve problems in China. When Chinese business leaders look for partners, they want companies that understand local challenges. For example, if you’re helping reduce factory waste in Shanghai, that means more to them than saving trees in South America.
Fresh Ways to Share Your Story
B2B PR is evolving as a highly digital workforce moves into management. Today’s Chinese business leaders are busy, connected, and want information fast. They prefer:
Short Videos
Quick, engaging videos work best. Show real examples of your work in China. Keep them concise and focus on results.
Social Media Updates
Use Chinese business social media to share regular updates. Brief posts about your latest projects help keep your company visible to decision-makers.
Clear Messages
Skip the complex reports. Use simple language to explain how you’re helping China grow sustainably. Remember, many readers will be using translators – keep it clear.
Next Steps for Success
To win in China’s changing market, you need:
- A clear plan that shows how your company helps China’s development
- A communications plan with regular updates that share your success stories in simple terms
- A focus on local impact rather than global achievements
The market is moving fast. Companies that adapt now will find more doors open to them in China. Those who wait risk watching their competitors take the lead.
*Source https://www.we-worldwide.com/insights/brands-in-motion-2023-esg-means-business-in-china
