Part 4 of Deed’s Culture in Action: Building a Purpose-Driven Workforce Series
Today's workforce demands more than competitive salaries and benefits—they want to work for companies that align with their values and make a meaningful difference in the world. As organizations compete for top talent, those building cultures rooted in purpose, social impact, and shared values are winning the race for engagement, retention, and performance.
Deed’s latest blog series - Culture in Action: Building a Purpose-Driven Workforce - explores how forward-thinking companies are transforming their workplace cultures by integrating social good and ESG initiatives into the fabric of their organizations. From practical implementation strategies to actionable frameworks, discover how to build a purpose-driven workforce that drives both employee satisfaction and business results. Learn how to move beyond surface-level perks to create lasting cultural change that attracts talent, strengthens teams, and positions your company as a leader in the future of work.
ESG Is Everyone’s Business
Environmental, social, and governance (ESG) strategies have outgrown investor reports and sustainability teams. Today’s stakeholders—from employees to customers to investors—demand tangible, authentic ESG action.
The challenge? Many companies have strong ESG commitments on paper but struggle to operationalize them across the organization. The missing link is often employee engagement.
In this post, we explore how top companies are turning ESG from a strategy to reality—by empowering their people to take action.
The New ESG Landscape
Global ESG investment has topped $41 trillion. But scrutiny is increasing for:
- Employees: 71% of employees say societal impact is a deal‑breaker when considering a job (Edelman)
- Consumers: 86% of U.S. consumers expect companies to act on social and environmental issues (Sustainable Brands)
- Investors: 79% incorporate ESG risk into investment decision (PwC)
To stay credible, ESG must go beyond reporting and integrate into the day-to-day behaviors of employees.
The Employee Engagement Opportunity
Most ESG strategies include:
- Climate targets
- Benchmarks around belonging and inclusion
- Ethical governance commitments
But without employee participation, these goals stall. Operationalizing ESG requires:
- Awareness (Do employees understand the company’s ESG priorities?)
- Activation (Do they know how to participate?)
- Alignment (Can their personal values connect with the company’s mission?)
How Employees Bring ESG to Life
|
ESG Pillar |
Employee Activation Examples |
|
Environmental |
Green team initiatives, carbon footprint reduction campaigns |
|
Social |
ERG-led volunteering, local giving, belonging and inclusion initiatives |
|
Governance |
Transparent reporting, ethical sourcing feedback loops |
Five Steps to Operationalize ESG with Employees
- Make ESG Part of Culture, Not Compliance
- Frame ESG as a shared mission, not a reporting requirement.
- Use Cross-Functional Teams and ERGs
- ESG isn’t just a comms or legal issue—it’s an all‑hands endeavor, especially when employee‑led teams are involved.
- Offer Localized, Personalized Activations
- Empower employees to support the causes that matter most in their local communities.
- Track, Share, Repeat
- Use dashboards to report on participation and impact. Celebrate wins publicly.
- Partner with Tools That Make It Easy
- Deed gives employees one place to volunteer, donate, lead, and measure their ESG actions.
Why it Matters
- Organizations with top-quartile ESG programs see 14% higher ESG scores and improved retention. (Marsh McLennan)
- Retailers leading on sustainability report 72% of employees rarely think about leaving, versus 40% at laggards. (Deloitte)
- Purpose-driven cultures deliver measurable productivity gains. (McKinsey)
How Deed Connects ESG and Employees
Deed enables:
- Alignment of ESG goals with giving, volunteering, belonging, and inclusion work
- Real-time participation data and impact reporting
- Custom campaigns around climate, equity, ethics, and more
- Support for both global and local activations to scale impact across regions
ESG Is a Team Sport
The future of ESG is participatory. It’s not what companies say—it’s what their people do.
When employees are engaged, ESG becomes more than a strategy. It becomes a culture of responsibility, inclusion, and action.
Want to bring your ESG goals to life through your people? Let’s talk.
