BancoEstado
Exploring the Link Between Sustainability, ESG, and Banking from the Perspectives of Citizens and Businesses
Exploring the Link Between Sustainability, ESG, and Banking from the Perspectives of Citizens and Businesses
01
The Challenge
We are promoting a new approach to career transition
BancoEstado faced the need to advance its sustainability and ESG strategy, driven by a strong institutional commitment, but with little clarity regarding how these issues were perceived and valued by its key audiences: individuals, and micro, small, medium, and large businesses.
The challenge was to deepen the connection with these audiences and, based on that, design products, services, and communication strategies that were better aligned with their expectations, thereby enabling the identification of strategic opportunities to strengthen its value proposition in sustainability and ESG criteria.
02
What We Did
Our Value Proposition
Individuals and small businesses: We explored their knowledge, willingness, and barriers regarding sustainability, revealing a high level of stated support but little concrete action, resulting from information gaps, a lack of resources, and the perception that individual actions have little impact.
Large Companies: We analyze advanced sustainability practices, highlighting integrated management models and a clear vision of the role that the banking sector could play as an enabler of change.
BancoEstado's Image and Positioning: We identified strong recognition of its social credentials—financial inclusion, support for small and medium-sized enterprises, and national coverage—but little association with environmental or financial sustainability.
This assessment made it possible to identify strategic opportunities related to new sustainable financial products, incentive policies, public-private partnerships, and communication strategies tailored to the different stages of maturity of their audiences.
03
Result
Our Impact: A Connected Brand
To broaden Banco Estado’s team’s understanding of sustainability and ESG from the perspective of its various stakeholders, with a focus on the most significant factors for each segment.
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