Executive Summary
A leading multinational manufacturer with production facilities across Europe and North America approached Brief to solve a complex challenge. Despite world-class environmental practices, the company struggled with community trust, limited public recognition, and difficulties recruiting skilled workers to rural locations. Through Brief’s purpose-driven ESG communications program, we helped the company reframe sustainability as a community investment strategy. Our work translated highly technical efforts into human-centered stories, fostered localized engagement programs, and built a scalable framework for credible, emotionally resonant ESG narratives. The outcome was more than reputational uplift—it directly improved recruitment, retention, and local stakeholder alignment across key geographies.
A leading multinational manufacturer with production facilities across Europe and North America approached Brief to solve a complex challenge. Despite world-class environmental practices, the company struggled with community trust, limited public recognition, and difficulties recruiting skilled workers to rural locations. Through Brief’s purpose-driven ESG communications program, we helped the company reframe sustainability as a community investment strategy. Our work translated highly technical efforts into human-centered stories, fostered localized engagement programs, and built a scalable framework for credible, emotionally resonant ESG narratives. The outcome was more than reputational uplift—it directly improved recruitment, retention, and local stakeholder alignment across key geographies.
The Opportunity
Strong environmental performance, weak local resonance
The client had made significant investments in renewable energy, recycling materials, and resource efficiency across its facilities. However, few people outside technical stakeholders were aware of these achievements. In local communities, the brand was largely seen as an anonymous industrial presence—more associated with noise and unststainable practices than environmental leadership. Internally, these perception gaps created talent attraction problems, especially in smaller cities and towns. Thirty-five percent of critical roles remained open for six months or more, and employee turnover rates were particularly high in frontline roles. Despite leading the industry on sustainability benchmarks, the company was missing out on the reputational advantages typically associated with ESG leadership. The challenge was clear: shift from technical reporting to meaningful engagement, and turn sustainability into a tool for shared value across business, workforce, and community.
The Opportunity
Strong environmental performance, weak local resonance
The client had made significant investments in renewable energy, recycling materials, and resource efficiency across its facilities. However, few people outside technical stakeholders were aware of these achievements. In local communities, the brand was largely seen as an anonymous industrial presence—more associated with noise and unststainable practices than environmental leadership. Internally, these perception gaps created talent attraction problems, especially in smaller cities and towns. Thirty-five percent of critical roles remained open for six months or more, and employee turnover rates were particularly high in frontline roles. Despite leading the industry on sustainability benchmarks, the company was missing out on the reputational advantages typically associated with ESG leadership. The challenge was clear: shift from technical reporting to meaningful engagement, and turn sustainability into a tool for shared value across business, workforce, and community.
Our Approach
We began by applying our Momentum Analytics™ framework to assess the social, environmental, and narrative dynamics at play. This included community listening sessions, employee focus groups, and deep stakeholder mapping in five regions. In parallel, we analyzed local development goals and media ecosystems to better understand where corporate efforts could intersect with public interest. One key insight emerged: communities were not looking for abstract sustainability messaging—they wanted tangible contributions to local prosperity. Where corporate social responsibility once meant compliance and philanthropy, we saw an opportunity to position the company as a regional partner in education, environment, and economic development.
Our Approach
We began by applying our Momentum Analytics™ framework to assess the social, environmental, and narrative dynamics at play. This included community listening sessions, employee focus groups, and deep stakeholder mapping in five regions. In parallel, we analyzed local development goals and media ecosystems to better understand where corporate efforts could intersect with public interest. One key insight emerged: communities were not looking for abstract sustainability messaging—they wanted tangible contributions to local prosperity. Where corporate social responsibility once meant compliance and philanthropy, we saw an opportunity to position the company as a regional partner in education, environment, and economic development.
The Solution
Redesigning ESG communications around human impact
We developed a unified strategic narrative called “Growing Together,” designed to link the company's environmental leadership to community wellbeing. This idea served as a master platform for local adaptation—each production site was supported in shaping its own story based on specific regional needs and opportunities. Sustainability shifted from a technical achievement to a shared mission. For instance, initiatives in one region emphasized building better education facilities for children in rural areas in collaboration with local authorities. In another, vocational training programs addressed gaps in the skilled labor pipeline. These hyperlocal applications gave employees and residents alike a sense of direct connection between company efforts and local outcomes. Visual storytelling also played a key role. We created distinct identity systems for each region’s ESG communications, showcasing local landscapes, people, and industries. Materials focused on partnership rather than philanthropy—emphasizing co-creation and mutual benefit rather than top-down generosity.
The Solution
Redesigning ESG communications around human impact
We developed a unified strategic narrative called “Growing Together,” designed to link the company's environmental leadership to community wellbeing. This idea served as a master platform for local adaptation—each production site was supported in shaping its own story based on specific regional needs and opportunities. Sustainability shifted from a technical achievement to a shared mission. For instance, initiatives in one region emphasized building better education facilities for children in rural areas in collaboration with local authorities. In another, vocational training programs addressed gaps in the skilled labor pipeline. These hyperlocal applications gave employees and residents alike a sense of direct connection between company efforts and local outcomes. Visual storytelling also played a key role. We created distinct identity systems for each region’s ESG communications, showcasing local landscapes, people, and industries. Materials focused on partnership rather than philanthropy—emphasizing co-creation and mutual benefit rather than top-down generosity.
The Methodology
Embedding purpose into everyday operations and local life
To operationalize the new strategy, we launched a purpose activation program centered on three core community pillars: education, environment, and economic development. In partnership with local schools, the company supported vocational programs, curriculum enhancements, and apprenticeship pathways that aligned with regional workforce needs. This helped address both the local talent pipeline and the company’s hiring challenges. Environmental initiatives were co-created with residents to ensure both ecological relevance and community buy-in. These included tree-planting campaigns, hospitals restoration projects, and local education programs. Employees played an active role in shaping and delivering these efforts through structured volunteer days and grassroots committees, enhancing their sense of ownership and pride. Corporate events were redesigned as open, community-inclusive gatherings. Facility tours were reimagined as hands-on educational experiences, turning industrial spaces into accessible examples of sustainability in action. At every point, communication emphasized shared value—not charity—framing the company as a long-term partner in regional prosperity. A Community Ambassador network was created to enable consistent, authentic communication between company and community. We trained internal teams and local stakeholders in storytelling, stakeholder listening, and trust-building practices. Digital and print materials were developed to make environmental data relevant and engaging, reinforcing the company’s transparency and commitment.
The Methodology
Embedding purpose into everyday operations and local life
To operationalize the new strategy, we launched a purpose activation program centered on three core community pillars: education, environment, and economic development. In partnership with local schools, the company supported vocational programs, curriculum enhancements, and apprenticeship pathways that aligned with regional workforce needs. This helped address both the local talent pipeline and the company’s hiring challenges. Environmental initiatives were co-created with residents to ensure both ecological relevance and community buy-in. These included tree-planting campaigns, hospitals restoration projects, and local education programs. Employees played an active role in shaping and delivering these efforts through structured volunteer days and grassroots committees, enhancing their sense of ownership and pride. Corporate events were redesigned as open, community-inclusive gatherings. Facility tours were reimagined as hands-on educational experiences, turning industrial spaces into accessible examples of sustainability in action. At every point, communication emphasized shared value—not charity—framing the company as a long-term partner in regional prosperity. A Community Ambassador network was created to enable consistent, authentic communication between company and community. We trained internal teams and local stakeholders in storytelling, stakeholder listening, and trust-building practices. Digital and print materials were developed to make environmental data relevant and engaging, reinforcing the company’s transparency and commitment.
The Results
Community trust and talent engagement accelerate business outcomes
Within the first 18 months of implementation, community favorability ratings across production sites rose by 47 percentage points. Public perception shifted significantly, with surveys indicating a growing association between the company and local progress. Stories of disruption and disconnection were replaced by narratives of collaboration, investment, and shared success. Talent acquisition improved dramatically. The average time-to-fill for key operational roles dropped from over 180 days to just 65. In parallel, retention rates increased by 28%, with exit interviews and internal surveys identifying “meaningful impact” and “local engagement” as top drivers of employee satisfaction. The company’s improved community posture translated into strategic advantages. Local government officials reported a 92% improvement in partnership and responsiveness. Environmental initiatives developed with community input led to 12 new site-level programs, delivering both sustainability benefits and improved operational efficiency. Externally, ESG credibility became a growth driver. A 22% increase in contracts from procurement-sensitive clients was directly attributed to the company’s stronger sustainability narrative. Positive local media coverage surged by 340%, helping reinforce the company’s renewed identity as a responsible, embedded force for good. Employee participation in community efforts exceeded expectations, with more than 70% of staff across all sites engaging in at least one initiative during the first year. This further strengthened internal culture and signaled to external stakeholders that purpose was embedded, not performative.
The Results
Community trust and talent engagement accelerate business outcomes
Within the first 18 months of implementation, community favorability ratings across production sites rose by 47 percentage points. Public perception shifted significantly, with surveys indicating a growing association between the company and local progress. Stories of disruption and disconnection were replaced by narratives of collaboration, investment, and shared success. Talent acquisition improved dramatically. The average time-to-fill for key operational roles dropped from over 180 days to just 65. In parallel, retention rates increased by 28%, with exit interviews and internal surveys identifying “meaningful impact” and “local engagement” as top drivers of employee satisfaction. The company’s improved community posture translated into strategic advantages. Local government officials reported a 92% improvement in partnership and responsiveness. Environmental initiatives developed with community input led to 12 new site-level programs, delivering both sustainability benefits and improved operational efficiency. Externally, ESG credibility became a growth driver. A 22% increase in contracts from procurement-sensitive clients was directly attributed to the company’s stronger sustainability narrative. Positive local media coverage surged by 340%, helping reinforce the company’s renewed identity as a responsible, embedded force for good. Employee participation in community efforts exceeded expectations, with more than 70% of staff across all sites engaging in at least one initiative during the first year. This further strengthened internal culture and signaled to external stakeholders that purpose was embedded, not performative.
The Impact
A new model for ESG that drives community, brand, and business value
This engagement redefined what ESG communications can achieve when grounded in local insight and human-centered design. The company transitioned from a compliance-driven communicator to a purpose-driven community catalyst—earning trust, accelerating hiring, and reinforcing its position as a preferred partner for regulators, employees, and customers alike. What began as a reputational challenge became a blueprint for how large industrial companies can integrate with their communities in authentic, mutually beneficial ways. Internal teams now use localized ESG storytelling as a strategic asset, and the company’s “Growing Together” platform continues to evolve as new partnerships and programs emerge.
“This wasn’t simply storytelling,” said the company’s Head of Sustainability. “It was structural. It changed how we show up—and how we’re seen.”
The Impact
A new model for ESG that drives community, brand, and business value
This engagement redefined what ESG communications can achieve when grounded in local insight and human-centered design. The company transitioned from a compliance-driven communicator to a purpose-driven community catalyst—earning trust, accelerating hiring, and reinforcing its position as a preferred partner for regulators, employees, and customers alike. What began as a reputational challenge became a blueprint for how large industrial companies can integrate with their communities in authentic, mutually beneficial ways. Internal teams now use localized ESG storytelling as a strategic asset, and the company’s “Growing Together” platform continues to evolve as new partnerships and programs emerge.
“This wasn’t simply storytelling,” said the company’s Head of Sustainability. “It was structural. It changed how we show up—and how we’re seen.”
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PR & Communications
Crisis Communications
PR Crisis Management [94% Trust Restored] | Brief® Case Study
CASE STUDY: Our "Measured Response with Context" methodology navigated severe allegations, restoring 94% trust and boosting competitive win rates by 35%.
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