In today’s corporate world, the focus on Environmental, Social, and Governance (ESG) principles has become increasingly significant, shaping strategies in industries from finance to heavy industry. But as the ESG movement grows, so does the complexity of its communication and implementation. Steve John, a seasoned ESG and Corporate Social Responsibility (CSR) leader with over 20 years of experience in industries such as oil, gas, nuclear, and mining, offers a unique perspective on how to strike the perfect balance between idealism and pragmatism in the ESG space.

Currently serving as ESG Manager at newcleo, an innovative nuclear energy company, Steve has worked in various sectors where ESG isn’t always an easy fit. His experience spans the globe, with projects in diverse locations including the Kurdistan region of Iraq and the Indian Himalayas. In a recent podcast episode, Steve shared his insights into the evolving role of ESG, highlighting the importance of clear communication, practical strategies, and maintaining a moral compass in corporate sustainability.

From Ecology to ESG

Steve’s journey into the world of ESG began in a somewhat unexpected way. After studying ecology at university, he admits, “I wasn’t really sure what to do with my life” . His thesis focused on oil pollution in the Shetland Isles, a project he describes as a “desk-based study” that laid the groundwork for his interest in corporate responsibility.

“What companies say versus what they do has always intrigued me,”

he explains, noting how this early fascination with accountability became a central theme throughout his career .

After university, Steve joined a small environmental consultancy, producing environmental reports for clients in the financial services and water industries. It was here that his path began to take shape, as his firm transitioned from an environmental consultancy to a CSR consultancy. Reflecting on this pivotal moment, he recalls how the decision to rebrand the company as a CSR consultancy took just “30 seconds” but marked a major shift in his career .

This move into the world of CSR led Steve to work closely with sustainability analysts and socially responsible investment teams, who examined sustainability through a financial lens. This experience was formative, as he realised the power of combining environmental and social principles with corporate and financial strategies. As Steve puts it, “There was something about it that sparked my fire” .

Pragmatism in ESG: Simplifying Communication

One of the key themes Steve emphasises throughout the podcast is the need for pragmatism in ESG, especially when it comes to communication. ESG, as a concept, can be complex, and many companies struggle to balance the technical jargon of environmental data with the need to inspire action.

“There’s a tendency to use complicated language,”

Steve notes. He argues that while idealism is important for driving innovation and passion, clarity and simplicity are equally essential to ensure everyone in an organisation understands and embraces ESG principles .

Steve stresses that pragmatic communication is crucial for making ESG accessible, particularly in industries like oil, gas, and nuclear, where the technical aspects can easily overwhelm non-experts. “We need passionate idealists to drive the vision, but we also need practical communicators to make ESG accessible and relatable to everyone—from board members to field workers,” he explains .

This focus on clear communication is something Steve takes seriously in his current role at newcleo. As a growing company in a complex sector, newcleo faces significant challenges in aligning its nuclear energy goals with sustainability principles. However, Steve is determined to ensure that the company’s ESG message remains clear and concise. “We’re still building our culture as we grow, and ESG is going to play a big part in that culture development,” he says .

From Compliance to Storytelling

Another aspect of ESG that Steve highlights is the tension between compliance and impact. Many companies see ESG primarily as a compliance exercise, focused on ticking boxes and meeting regulatory requirements. However, Steve believes that this approach misses the bigger picture. “There’s always a need for compliance,” he acknowledges, but adds that

“the real challenge is in moving beyond compliance and using storytelling to engage people” .

According to Steve, storytelling plays a critical role in ESG, particularly when it comes to inspiring change within organisations. He argues that data and reporting are essential, but they must be complemented by narratives that bring the numbers to life. By framing ESG goals in a way that resonates with people on a personal level, companies can drive deeper engagement and foster a sense of purpose among employees and stakeholders.

Steve’s own career is a testament to the power of storytelling. Whether he’s working on the ground in remote locations or presenting at the boardroom level, he has always prioritised communication that connects with people. “It’s about making better choices,” he says, “whether it’s about how you travel to work or what suppliers you choose to partner with” . For Steve, this focus on everyday decisions is key to making ESG an integral part of a company’s culture, rather than just another regulatory burden.

Plugging Into Simplicity

During the conversation, Charlie, the host and co-founder of The Anti-Greenwash Charter, brings up the issue of greenwashing and the difficulty many companies face in making genuine, transparent claims about their sustainability efforts. As ESG becomes more embedded in corporate strategy, the risk of vague or exaggerated environmental claims increases, which can lead to confusion among stakeholders and, ultimately, mistrust.

Steve agrees with this challenge, noting that, “There’s a tendency to use complicated language,” which makes it harder for companies to convey their environmental impact clearly . He emphasises the importance of simplicity in ESG communication, and how essential it is for organisations to define their terms and avoid greenwashing.

This is where The Anti-Greenwash Charter comes in. Developed as a response to the growing concerns around misleading environmental claims, the charter offers a framework to ensure that companies provide clear, transparent, and verifiable information about their sustainability practices. As Charlie explains,

“The Charter encourages companies to define key environmental terms and avoid misleading language, ensuring that their green claims are backed up with real evidence.”

Steve fully supports this approach, seeing it as an essential tool for ensuring ESG communication is both clear and credible. “It’s about making ESG language simple and relatable,” he says. “When companies define their terms and provide third-party verification for their claims, it becomes easier for stakeholders—whether employees, customers, or regulators—to understand exactly what they’re saying and trust that the claims are genuine” .

ESG in Heavy Industry: A Unique Perspective

One of the most unique aspects of Steve’s career is his extensive experience in industries that are often viewed as ESG laggards, such as oil, gas, and nuclear. However, Steve sees these sectors as crucial players in the sustainability movement.

“There’s a misconception that industries like oil and gas can’t contribute to ESG goals,”

he says, “but what I’ve learned is that some of the best innovations in decarbonisation come from these sectors. It’s all about working with what exists rather than fighting against it” .

Steve’s pragmatic approach has led him to work closely with engineers and technical teams, ensuring that ESG principles are not just theoretical but are embedded in the day-to-day operations of these industries. “I’ve had more success in heavy industry than in any other sector,” he reflects, noting that the practical nature of these industries lends itself well to the kind of hands-on, results-driven approach that ESG requires .

His current work at newcleo, which focuses on developing small modular reactors and recycling nuclear fuel, is a perfect example of how heavy industry can lead the way in sustainable innovation. “We’re a young company, but our mission is clear: to innovate the nuclear industry and play a key role in climate change mitigation,” Steve explains. For him, nuclear energy represents a critical piece of the puzzle when it comes to decarbonisation, and he is excited to be at the forefront of this transformation .

The Moral Imperative of ESG

Beyond the technical and strategic aspects of ESG, Steve also touches on the moral dimensions of his work. “At the end of the day, it’s about doing the right thing,” he says. While ESG is often framed in terms of risk management and compliance, Steve believes that there is a deeper ethical responsibility that underpins the entire movement .

This sense of moral purpose has been a guiding force throughout Steve’s career, from his early days in environmental consultancy to his current role at newcleo. Whether he’s working on community engagement projects in Kurdistan or helping to shape the ESG strategy of a nuclear start-up, Steve is driven by a desire to make a positive impact on the world. “I want to be able to look back at my career and point to tangible examples of where I’ve made a difference,” he says .

Conclusion

Steve John’s insights into the evolving world of ESG offer a refreshing perspective on how to balance idealism with pragmatism. His emphasis on clear communication, practical strategies, and the power of storytelling provides valuable lessons for anyone looking to navigate the complexities of ESG in today’s business world. As he continues to lead the ESG charge at newcleo, Steve’s unique blend of experience, passion, and pragmatism is helping to shape the future of responsible investment and sustainable business practices.

For Steve, the key to ESG success lies in making better choices—whether it’s simplifying the language of sustainability, leveraging innovations in heavy industry, or maintaining a moral compass in corporate decision-making. As he puts it,

“ESG is ultimately about doing the right thing, even when it’s difficult”.

And in a world where businesses are increasingly held accountable for their environmental and social impact, that simple philosophy may be more important than ever.

In today’s business world, Environmental, Social, and Governance (ESG) considerations are more than just a buzzword – they have become an essential part of corporate strategy. However, the real challenge for many organisations is effectively integrating ESG principles into their core business operations. In a recent podcast, sustainability expert Julia Hoy, Associate Partner and Sustainability Communications Lead at Sefiani, and Michael Gonzalez, Head of Corporate Strategy at Clarity Global, provided compelling insights into the pivotal role that communication plays in aligning ESG with corporate strategy.

Julia and Michael’s conversation underscored the importance of using communication not merely as a tool for broadcasting ESG initiatives, but as the lubricant that “oils the machine” of integration, ensuring that these initiatives become an intrinsic part of the company’s broader business objectives. By focusing on material issues, fostering transparency, and building trust with stakeholders, they argue that companies can successfully navigate the complexities of ESG integration and avoid common pitfalls like greenwashing.

The Power of Purpose-Driven Communication

Reflecting on her career, Julia highlighted how early experiences shaped her passion for sustainability and communication. She recalled working with Unilever during the launch of their Sustainable Living Plan, a time when sustainability was becoming embedded in the corporate landscape. For Julia, this was a pivotal moment that solidified her belief in purpose-driven communication. “I was always drawn to companies or projects where there was purpose, where there was some kind of impact or an idea of business using their power to do something good and worthwhile,” she said .

This perspective laid the foundation for Julia’s approach to sustainability communications. She stressed that to truly integrate ESG into corporate strategy, businesses must move beyond the traditional marketing mindset of “pushing things to people they don’t really need” . Instead, they must adopt a more holistic, strategic approach, ensuring that sustainability is not just a separate initiative but a core part of the company’s DNA.

“Sustainability needs to be ingrained within the strategy. You can’t have it as an add-on because then it becomes the first thing to get cut when times get tough,”

she noted .

From CSR to ESG: The Evolution of Corporate Strategy

Both Julia and Michael agreed that the role of communication in sustainability has evolved significantly over the years. As Julia pointed out, what was once considered corporate social responsibility (CSR) has transformed into a more robust and integrated ESG framework. “CSR has been dead since 2010,” Julia quipped, explaining how the language and focus of sustainability have shifted. In today’s context, companies are not merely doing good for the sake of it—they are embedding sustainability into their core operations to drive long-term value .

For Michael, this shift is critical. Having worked across various sectors and regions, from Europe to the Caribbean, he emphasised that communication is now more complex and multifaceted than ever before.

“You can’t do corporate communications without considering sustainability, public affairs, policy, and regulation,”

Michael explained . He believes that the businesses that succeed are those that take a holistic approach, viewing ESG as a key driver of corporate strategy, rather than a separate function. “Everything is interconnected,” he added, noting that ESG considerations touch on every aspect of a company’s operations, from stakeholder engagement to risk management .

The Communication Challenge: Avoiding Greenwashing

One of the central themes of the conversation was the challenge of greenwashing—when companies make exaggerated or misleading claims about their environmental or social efforts. Both Julia and Michael stressed the importance of transparency and authenticity in ESG communications. “It’s not just about what you’re doing, but how you’re communicating it,” Michael said . He pointed out that in today’s hyper-connected world, where stakeholders demand more accountability than ever, businesses can no longer afford to be vague or misleading about their sustainability efforts.

Julia echoed this sentiment, noting that effective communication is about striking the right balance between ambition and realism. “We really want to be a partner with these organisations and make sure that we are clear that we’re not going to support any level of greenwashing,” she explained . To avoid greenwashing, she advocates for honest, data-driven communication that reflects both the successes and challenges of sustainability initiatives.

“Progress, not perfection, should be the goal,”

she said, highlighting that companies need to focus on incremental, measurable improvements rather than making sweeping, unattainable claims .

Building Trust Through Transparency

Transparency emerged as a key theme in the conversation, with both Julia and Michael agreeing that it is essential for building trust with stakeholders. Julia recounted a project she worked on with a global trucking company, where regulatory challenges initially prevented the deployment of electric vehicles in Australia. Through strategic advocacy and clear communication, the company was able to influence policy changes across multiple states, allowing the trucks to finally hit the road. “It was about aligning the company’s sustainability goals with its broader business objectives,” Julia explained . This case study highlights how transparency and consistent communication can lead to tangible results, both in terms of regulatory change and stakeholder engagement.

Michael added that transparency is especially important in today’s media landscape, where misinformation can quickly spread. “The whole concept of honesty and transparency has been tested because you can’t get away with anything anymore,” he said . For businesses, this means that ESG communications need to be backed up by solid data and evidence, ensuring that claims are verifiable and trustworthy.

“If you have to explain your message, it’s not right,”

Michael emphasised .

Prioritising Material ESG Issues

One of the key takeaways from the discussion was the importance of prioritising material ESG issues—those that are most relevant to a company’s industry, stakeholders, and long-term success. Julia and Michael cautioned against trying to address every ESG issue under the sun, as this can dilute a company’s impact and make it harder to communicate clear, focused messages. “Pick the areas where you can make a real difference, both for your business and for society,” Julia advised .

For example, when working with a large FMCG company, Julia helped the brand identify specific sustainability goals that aligned with its broader business strategy. By focusing on areas where the company could have the most significant impact, such as circularity and sustainable packaging, they were able to create campaigns that resonated with both consumers and regulators. “You need to understand what good looks like without drinking the Kool-Aid,” she said, underscoring the need for realistic, achievable targets .

Communication as the Catalyst for Change

Ultimately, both Julia and Michael see communication as the key to driving meaningful change in the ESG space. Whether it’s engaging with regulators, building partnerships, or communicating with consumers, they believe that clear, consistent messaging is the foundation for success.

“Effective communication is what oils the machine and keeps it moving forward,”

Julia said .

Michael agreed, adding that in a world where companies are increasingly scrutinised for their ESG efforts, those that communicate their values authentically and transparently will be the ones that stand out. “The principles of good communication are the same wherever you go,” he noted, emphasising the importance of simplicity and clarity in messaging .

As businesses continue to navigate the complexities of ESG integration, the insights shared by Julia and Michael serve as a valuable reminder: communication is not just a tool for sharing information—it is the driving force that aligns corporate strategy with sustainability goals, builds trust with stakeholders, and ultimately, powers meaningful, long-term change.