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Hosted by the European Union of Swimming Pool and Spa Associations (EUSA), the annual European Pool and Spa Awards celebrate the most outstanding domestic pools, spas and hot tubs in the Wet Leisure Industry, with award winners from across Europe competing for the highest accolades. Local company and SPATA (Swimming Pool and Allied Trades Association) Member XL Pools, based in Ashford, Kent, was awarded Bronze in the Domestic Pools with an Enclosure category at the 2023 European Pool and Spa Awards ceremony. Anthony Exell of XL Pools commented on their win; "As a team, we are delighted to have been awarded at the 2023 European Pool and Spa Awards. Having won previously, we know just how high the bar is set in terms of the quality of the competition, with entries coming from the associations' national awards, and we celebrate our achievement with enormous pride." The most beautiful swimming pool builds and hot tub installations in Europe were celebrated on October 24th, as the winners of the EUSA Awards 2023 were announced at aquanale in Cologne. In the competition 2023, 282 pools from 11 countries participated: Austria, Belgium, Germany, Great Britain, Greece, France, Italy, Portugal, Spain, Switzerland, and Turkey. The EUSA Awards are a competition in which "the best of the best" are chosen, as it is usual for the national associations to enter the winners of their national swimming pool and hot tub prizes. SPATA and BISHTA submit shortlisted entries from the winners of the British Pool & Hot Tub Awards. The 2023 Awards ceremony was the 11th event, and Mille Őrnmark, EUSA Vice President, directed it. This year, there are winners from seven countries: Austria, Belgium, France, Germany, Switzerland, Turkey and the UK. The wet leisure trade associations from the United Kingdom, BISHTA (British and Irish Spa and Hot Tub Association – www.bishta.co.uk ) and SPATA ( Swimming Pool and Allied Trades Association ) shortlisted entries for the European Pool & Spa Awards from winners of the British Pool & Hot Tub Awards which are held during SPATEX, the annual trade exhibition. Photo Credit: Bronze EUSA Award - Domestic Pools with an Enclosure category by SPATA Member – XL Pools

The UK’s leading provider of commercial drones, Coptrz has announced a close partnership with Xer Technologies, the Swiss leading manufacturer of customisable, heavy-duty Unmanned Aerial Systems (UAS). The partnership will see Leeds-based Coptrz become the exclusive distributor of the Xer X8 UAS in the UK, with its marketing focused mainly on infrastructure inspection, surveillance and search and rescue applications. The Xer X8 has the ability to fly for 2.5 hours with a 3kg payload and can be used for beyond visible line of sight (BVLOS) operations. It can carry up to 7kg and handle adverse weather and wind. Gökmen Çetin, international sales manager for Xer, said: “Working alongside Coptrz allows us to get quick access to the UK market through an experienced and competent partner. With Coptrz’ experience and its reputation as a leading provider of commercial drones, they meet the high requirements we put on our collaboration partners. Our collaboration will open up the UK market to Xer X8 and its heavy-duty design, long flight time and long range BVLOS operations.” Being involved with drones since 2011, Switzerland-based Xer works to create a safer, and more efficient and sustainable world through its heavy duty UAS. The company was an early pioneer in commercial drone flying, enabling its customers to generate actionable data insights. Paul Luen, CEO and founder of Coptrz, which has grown from 2016 start-up to a £27million turnover business, added: “As part of our 360º drone solution offering, we work hard to build the right partnerships, with the right manufacturers at the right time. The quality of drones offered by Xer is second to none and offer the opportunity for growth across UK and European markets. We are thrilled to be working with the team to capitalise on this growth potential and to further strengthen our reputation as being the UK’s home of the latest drone technology.”

Top 100 law firm Moore Barlow has played a vital role in the acquisition of soft drinks brand Rio to A.G. BARR, a British soft drinks manufacturer based in Cumbernauld, makers of Irn-Bru, from Hall & Woodhouse Limited for a total cash consideration of £12.3m. The tropical fruit brand Rio has been marketed, sold and distributed on an exclusive licence basis by A.G. BARR’s recently acquired Boost Drinks division since 2021. The acquisition is entirely funded from A.G. BARR’s strong net cash position. Moore Barlow advised the sellers, Hall & Woodhouse Limited, a British regional brewer and pub operator founded in 1777 by Charles Hall in Blandford Forum, Dorset, England. The company operates over 180 public houses and inns in the south of England and brews under the name Badger. Rio, originally called Arriva, was created by Hall & Woodhouse in 1980. Paul Barnett, Group Financial Director at Hall & Woodhouse, said: “We’re very grateful to the Moore Barlow team for all the hard work in getting this over the line. We’ve always found working with Moore Barlow really straightforward, and they have undoubtedly added value at every stage of this deal.” Roger Bailey, partner at Moore Barlow, said: “We’re delighted that we have been a key part in making this deal happen as Hall & Woodhouse’s trusted adviser." “Rio is a brand which everyone will have seen on the shelves - so it’s great to be involved in a deal with such a household name. It’s a great fit for A.G. BARR’s brand portfolio and we wish Rio all the best for the future under A.G. BARR’s stewardship.”

With food banks and charities facing increasing levels of need this winter, people are being urged to give the gift of their time to take part in the UK’s biggest food donation drive. The Tesco Food Collection is taking place in all Tesco stores from November 30th to December 2nd and the Trussell Trust and FareShare are urging volunteers to sign-up to support the event in store. It comes as both charities face their busiest winter yet as more people turn to them for support. The Trussell Trust, which has the largest foodbank network in the UK, is expecting to distribute more than 1 million emergency food parcels between December and February, while FareShare has over 1,500 frontline charities on its waiting list seeking food. During the collection Tesco customers will be encouraged to donate long-life food to support the charities in their work. Donations for the Trussell Trust will help its network of food banks provide emergency food parcels to people who cannot afford the essentials, while donations to FareShare will get food to its network of 8,500 local charities and community groups. Tesco is calling on volunteers to staff collection points to raise awareness of the impact every donation will have on people across the UK, who rely on Trussell Trust and FareShare for food. Donations are needed now more than ever, with one in five Trussell Trust food parcels coming from Tesco and its customers. Trussell Trust Chief Executive Emma Revie said: “This winter is going to be the toughest yet for the food banks in our network as they will help approximately 600,000 people and provide an emergency parcel every eight seconds. The teams in our food banks are working tirelessly to ensure everyone receives the support they need but they cannot do it alone. By volunteering at the Tesco Winter Food Collection you will not only be helping to gather much-needed donations to keep your local food bank going, you’ll also be making a real difference to families who cannot afford the essentials in your community. If you can spare a few hours to volunteer then please do.” George Wright, chief executive at FareShare added: “We anticipate need will keep rising as people continue to struggle to afford the essentials like food and heating this winter. Tesco’s support for FareShare throughout the cost of living crisis, and the last 11 years, has been unwavering, and we’re incredibly grateful for their support in helping drive more donations during what will be a difficult winter for many." “Volunteers play a huge role in the success of the Tesco Food Collection each year. By giving up just three hours of your time, you can make a huge impact by helping more people understand the importance If donating food to FareShare during this increasingly difficult time.” Claire De Silva, Head of Community at Tesco, said: “Every year our Winter Food Collection gets such an amazing response from our customers. We know that they give even more generously when we have volunteers in our stores helping them to choose the right items that are needed so we would urge anyone who can to please sign up and help make a difference.”

Methods Analytics is a data and AI business that works with large public and private sector organisations such as the NHS and MoD to improve their digital offering. Methods Analytics offer a broad suite of data analytics, strategy support, platform architecture, data management, and quality & governance services to allow businesses to harness the full power of their datasets. This article by Mattia Sanna and Peter Cooke of Methods Analytics highlights how AI technologies can enhance a business and improve their processes and productivity. Artificial Intelligence (AI) refers to computer systems and machines that can perform tasks that typically require human intelligence, such as learning, reasoning, problem-solving, perception, and language processing. While the term may conjure images of robots and machines taking over human jobs, the reality is that AI is enhancing human capabilities. Common examples are automating routine and tedious tasks so employees can focus on more strategic initiatives or extracting actionable insights from large volumes of complex data to support decision-makers. Implementing AI can deliver tremendous value for companies looking to streamline operations and it is already transforming businesses of all sizes, across all industries, making them more efficient, productive and profitable. The current technology landscape contains nearly endless business use cases for AI. Thus, focusing on high-impact applications that align with core business goals and capabilities is crucial. With a strategic approach, AI can drive tangible improvements in performance, competitiveness, and, ultimately, unlock its true value. Drive Efficiency AI has the ability to increase efficiency in existing business processes. Through the use of correctly implemented AI algorithms, processes can be completed quicker and more accurately. For example, companies working with large and/or complex data sets can utilise AI to quickly pre-process and collate that data. This has a dual benefit of allowing businesses to utilise this data in ways they were previously unable to and reduce the burden on the employees, freeing them up to focus on more cognitively complex tasks. Improve Decision Making As well as increasing efficiency, AI can be used to help improve decision making. Artificial Intelligence can provide insights from data well above the ability of more commonly seen dashboards and reports, allowing patterns and trends to be better analysed to draw correlation and causation from complex datasets. This can prove invaluable in areas such as project planning and resourcing, where AI can be used to assist in ensuring that those with the best possible combination of skills for the task are recruited and deployed effectively. Boost Innovation Artificial intelligence is enabling a wave of innovation, unlocking entirely new business models, products, and ways of generating value. Companies that harness AI as an innovation engine will be able to manage customer relationships in new ways, stay ahead of emerging needs, and reshape entire industries. For example, AI allows companies to create hyper-personalised recommendations tuned to each customer's preferences. Media platforms leverage AI to recommend content viewers will love, while retailers use it to suggest purchases shoppers are most likely to make. One of the most powerful aspects of Artificial Intelligence is its ability to play out millions of hypothetical scenarios to uncover insights humans would never think of. AI can model the impact of countless minor tweaks and changes that would be impossible to test manually. This empowers businesses to make better strategic decisions and envision novel solutions to complex problems. Generative AI Generative AI is revolutionising business operations unlike any technology before it. Tools like ChatGPT enable businesses to create content at unbelievable speeds. By inputting commands into the AI generator, you can create entirely new pieces of work - from written words, images and video to even website and code development. While current systems still require human guidance to correct errors, the available technology can hugely reduce the time required to generate high-quality content. These efficiencies increase businesses' productivity significantly, meaning they can service more clients more effectively. As the technology matures, generative AI promises to become an indispensable engine powering growth. Humans and AI Working Together AI is at its best when it is implemented alongside humans. When applied in the right way, humans and AI can work together to complete tasks at a faster pace whilst delivering more accurate results. Utilisation in areas such as automation of repetitive tasks, complex dataset collation and drawing insights from data enables AI to assist humans in increasing and improving their performance, making more informed decisions and ultimately driving more business value. A widely used application of this can be found in companies using AI chatbot assistants. These chatbots can filter out the majority of easily answered questions, freeing up the employees to work on the more complex and challenging customer queries. Forging Your Future Though AI delivers immense opportunities, simply adopting tools is not enough. To fully benefit, companies must invest in proper implementation and training. Partnering with experienced AI specialists is key to successfully integrating solutions with existing workflows. They can help identify high-impact AI applications tailored to your business and provide hands-on guidance for maximising value. The future competitive landscape will reward those embracing AI's capabilities while mitigating its limitations with human wisdom.

Grants of up to £50,000 are now available to fund projects that will have a positive impact on businesses and communities in the rural areas of Guildford, Waverley and Tandridge. Active businesses, charities and community groups in these areas can apply for up to 50% of capital costs for projects which create jobs or grow the local rural economy such as farm diversification, food and drink produce, business development, community cafés and shops. Applications can be made online here . Marisa Heath, Cabinet Member for Environment at Surrey County Council said, “I’m delighted that we’re able to deliver this funding on behalf of the district and borough councils in these areas, which will benefit small businesses, charities, and community groups, helping to create jobs and grow our rural economy." "We’re looking forward to supporting a range of projects and programmes that will enhance productivity and our rural communities, and I encourage all eligible businesses and groups to sign up.” Catherine Sayer, Leader of Tandridge District Council said: “Really pleased to see this investment to support the growth of our rural economy. These grants offer a vital opportunity for small businesses and community groups in the Tandridge district, and I would like to encourage all eligible organisations to apply. It is a great way to create jobs, foster innovation and enhance our rural community and environment.” Tom Hunt, Guildford Borough Council Lead Councillor for Regeneration said, “This is a great opportunity to boost economic growth in our rural areas. I’m really pleased we’re able to offer some support to the rural economy in Guildford through the Rural England Prosperity Fund. I’d urge all those who are eligible to apply to do so.” Liz Townsend BEM, Executive Member for Planning and Economic Development at Waverley Borough Council said, “We really hope lots of businesses in Waverley will apply for this funding so we can support a range of projects to enhance the productivity of our rural communities. The new grant funding will help our businesses to thrive and create employment too – it’s a great opportunity for our small businesses, charities, and community groups so I would encourage all those who need support to deliver their plans, to apply.” The Rural Prosperity Fund is provided via Tandridge, Guildford and Waverley District and Borough Councils, by the Department for Environment, Food and Rural Affairs to support the aims of the Government’s Levelling Up White Paper and Future Farming Programme.

Routes through Leicester’s Rally Park for walkers, wheelers and cyclists are set to be improved, thanks to a successful bid for funding from Active Travel England. The city council has secured £1.8million from the Active Travel Fund (Phase 4) that will create new walking routes and cycle tracks through the Tudor Road park, as well as funding improvements to park entrances, more street furniture and additional planting. Wider walking routes and segregated cycle tracks will be constructed along existing routes, including National Cycle Network Route 63 – the Forest Way – which runs through the park. It will link to the new dedicated cycle lanes on Fosse Road North, extending the route as far south as the A47, and connect with a new cycleway up Groby Road to the Glenfield Hospital. Access to the park will be improved, particularly for those going to and from the Castle Mead Academy, while new sealed-surface paths will replace the well-used but muddy routes surrounding the school. Seating, landscaping and new trees are also planned to enhance the route between Tudor Road and the school. Deputy city mayor Councillor Adam Clarke, who’s responsible for active travel, said: “We’re committed to delivering schemes that help make walking, wheeling and cycling the preferred choice for everyday trips for most people. When this scheme’s complete, there will be a much-improved link between Newfoundpool, Frog Island and the new Waterside neighbourhood for people on foot, on bikes or using wheelchairs or other mobility aids." “We know that where we build new infrastructure, people will use it. For instance, last year around 19,000 trips were made by bike each day, with the biggest increases on routes where we have delivered new schemes. “In this part of the city, we are removing barriers to active travel in Rally Park, creating a more family and child-friendly active travel corridor and connecting people to where they want to be in a way that is healthy, green and safe.” Consultation will get under way with local residents, park users and schools over the coming months, with stakeholders invited to consider design proposals this winter. Construction work is expected to get under way during the spring and is likely to take several months to complete. Leicester City Council has been rated as one the highest performing local authorities in terms of active travel infrastructure and support. In Active Travel England’s first annual active travel capability ratings for local authorities, Leicester was one of just five local authorities to achieve a 3 rating, putting it among the top performing councils.

Bradford Bulls are delighted to announce Lee Greenwood has signed a new contract to remain at the club as Eamon O’Carroll’s Assistant Coach for 2024. Greenwood joined the club prior to the start of 2023, initially as Assistant Coach, before stepping up to take the Interim Head Coach position alongside Football Consultant Brian Noble. The duo led the Bulls to a third place finish – the club’s highest position in eight years – before being edged out in the play-off semi-finals against the full-time French outfit, Toulouse Olympique. Lee Greenwood, who is sponsored by J & B Coaches, said: “I am pleased to be staying, I said from day one I did not want to go given what me and Brian [Noble] have done over the last few months and being able to keep a lot of that squad together. We want to be a part of getting this club back to where we think we belong and we will work as hard as we can with Eamon and work together to put ourselves in the best position possible." “We said after the game in Toulouse that it needed to be the starting point for this group now, we can’t go backwards and whilst we were disappointed, we got ourselves into a decent position so that is where we need to start from and with a full pre-season we should be better for it." “I have really enjoyed the year, I have picked plenty up from Brian and although I initially came in to be Assistant Coach, I did enjoy that position and when asked to step up as head coach I enjoyed that too. I am looking forward to going back when pre-season returns.” Incoming Head Coach Eamon O’Carroll said: “I’m delighted Lee has agreed to stay with us. I’ve spoken with Lee on a weekly basis since I came on board and he’s been a huge help for me. It’s clear he is really invested and cares about this club and this group." “Not only that, he’s done a fantastic job with the team who are in a great place because of the work both he and Brian [Noble] have done during the year. I’m fully aware that I come into a group that’s really well connected and well drilled and Lee has been a big part of that. “I look forward to working with Lee and helping this group achieve its goals next year.”

Landowners and farmers in Leicestershire are being reminded to sign up before the 31 October deadline to a scheme which supplies them with free trees to plant on their land. Leicestershire County Council is working in partnership with the Woodland Trust to offer the free tree and hedgerow packs, which are designed to help renew and restore existing woodland and vegetation, as well as replacing trees which have been affected by diseases such as ash dieback and encouraging more tree planting across the county. Councillor Blake Pain, cabinet member for the environment and the green agenda, said: "This is a great scheme which helps towards our ambition to plant 700,000 new trees across Leicestershire – one for each resident. The free trees scheme is always hugely popular with groups, schools and other landowners, which shows that the people of Leicestershire share our commitment to making the county a greener place to live and work. I would encourage anyone with a suitable area of land to apply before the deadline to make sure they don’t miss out.” Each free tree pack includes 50 native trees – a mix of oak, wild cherry, crab apple, field maple and hazel, as well as tree guards and stakes. The hedgerow packs are made up of 250 native trees and shrubs, including a mix of hawthorn, hazel, field maple and oaks to plant at regular intervals along the hedgerow. Each hedgerow pack is enough to create a 50m-long hedge at five plants per metre. For larger areas of land, the scheme will also help advise and support the creation of new areas of woodland planting over half a hectare through the MOREwoods scheme. The tree packs are being made available to anyone who lives in Leicestershire with suitable areas of land to plant – including community groups, parish councils and schools, as well as landowners and farmers. Eligible applicants are now being encouraged to register for their free tree and hedgerow packs before the 31 October deadline. Last year, the county council gave away around 50,000 trees from this and other similar schemes – and is hoping this year’s scheme will prove even more successful. Anyone who would like to apply for a free tree or hedgerow pack is asked to register by emailing here , name, email address, phone number and planting location (postcode or grid reference).

St Austell Brewery’s pubs have been awarded BII Sustainability Champion status. The award makes the company one of the first to have to have its whole managed estate, comprising of 43 pubs across the South West, recognised for commitment to sustainability. St Austell Brewery’s head office also received the company edition of the award. The BII Sustainability Champion Award is awarded to those in the hospitality sector who have gone above and beyond to demonstrate their commitment to running a sustainable business. Elle Sambrook, St Austell’s head of sustainability, said: “We’re really proud to have been recognised for our commitment to the environment. Our teams have fully embraced our need to be as sustainable as possible, whilst navigating some really challenging times recently with the energy and cost of living crises." “We will continue to invest in resilient and regenerative practices that generate positive impacts, in both our physical environment and communities.” St Austell has a heavy focus on cutting food waste across the entire business, with a goal of reducing this by 20% by 2025. Just one of the ways it’s focusing on sustainability is through its ground-breaking partnership with Olio, a food sharing app. Together they redistribute any surplus pub meals to the community rather than going to compost, helping to tackle food insecurity while also reducing St Austell’s wastage. It is the first pub company to partner with Olio. The company recognises the need to reduce reliance on fossil fuels for energy and is proud to hold zero waste to landfill status across its managed pub estate. St Austell has long been an advocate for zero use of single-use plastics. It has also invested in 26 electric vehicle charging points, at its head offices and select pubs, with a view to rolling out across its full pub estate by 2028 and expanding the South West’s charging network. St Austell Brewery is an official partner of the Marine Conservation Society and regularly hosts litter picks nearby its pubs, for internal teams and local communities. During the most recent beach clean, at the Great Western Beach in Newquay, over 2,000 pieces of plastic and polystyrene were collected. St Austell Brewery’s Charitable Trust has donated over £1 million to South West charities and good causes in its local communities, since it was established in 2003.

As the leaves turn vibrant shades of orange and red, and a crisp chill fills the air, it can mean only one thing - Halloween is approaching! And what's the quintessential symbol of this beloved holiday? The humble pumpkin, of course. In this feature, we'll explore the fascinating relationship between pumpkins and Halloween, delving into their history, traditions, and creative uses during this spooky season. The Historical Connection Pumpkins have been intertwined with Halloween for centuries. This tradition dates back to the ancient Celtic festival of Samhain, which marked the end of the harvest season and the beginning of winter. The Celts believed that on the night of October 31st, the boundary between the living and the dead blurred, allowing spirits to roam the Earth. To ward off malevolent entities, they carved frightening faces into turnips and gourds, placing them outside their homes as protective talismans. This practice eventually evolved into the pumpkin carving we know today. The Jack-O'-Lantern Legend One of the most enduring Halloween tales is that of the Jack-o'-Lantern, a story that has its roots in Irish folklore. According to legend, a man named Jack, known for his deceitful ways, tricked the devil into climbing a tree. He then carved a cross into the tree's bark, trapping the devil. In exchange for his freedom, Jack struck a deal with the devil, ensuring that his soul would never enter hell. When Jack passed away, he was denied entry into both heaven and hell, and he was forced to wander the Earth with only a burning coal inside a carved-out turnip to light his way. To this day, people carve pumpkins with eerie faces, emulating Jack's lantern, as a symbol of protection and warding off evil spirits. Pumpkin Carving Traditions Carving pumpkins has become an essential Halloween tradition for families and friends. People gather to select the perfect pumpkin, design intricate faces or elaborate scenes, and meticulously carve their creations. Pumpkin carving competitions, both online and in local communities, showcase incredible artistic talents, with some carvings reaching museum-worthy levels of detail. These carved pumpkins adorn porches, windowsills, and doorsteps, adding a spooky atmosphere to neighbourhoods and inviting trick-or-treaters. Pumpkin Spice Everything Beyond carving, pumpkins have infiltrated nearly every aspect of the Halloween season. Pumpkin spice has become a hallmark flavour, with pumpkin spice lattes, pies, and cookies making their annual appearance. This warm and comforting blend of cinnamon, nutmeg, cloves, and, of course, pumpkin, evokes feelings of cosiness and nostalgia, making it a staple for Halloween gatherings. Pumpkin Decorating Not everyone is a master carver, but that doesn't mean you can't join in the pumpkin fun. Many people opt for pumpkin decorating instead, using paints, markers, and other creative materials to transform their pumpkins into works of art. This allows for endless possibilities, from whimsical and colourful designs to sophisticated and spooky creations. Pumpkins and Halloween are an inseparable duo, with a rich history and a bright future. From their origins in ancient Celtic traditions to modern-day pumpkin carving contests and pumpkin spice treats, these vibrant orange gourds have firmly established themselves as an icon of the Halloween season. So, as October approaches, don't forget to pick up a pumpkin and embrace the magic and tradition that comes with it. Whether you're carving, decorating, or simply sipping on a pumpkin spice latte, remember that pumpkins play a pivotal role in making Halloween the enchanting and spooky celebration it is today.

Efforts by some businesses to promote their environmental and social impact on society are pushing some customers away and risk damaging their reputations, according to the results of a poll conducted by public relations and ESG communications agency, Clearly PR. Of the 2,072 business leaders, entrepreneurs, and marketing professionals polled, 31% said they were “put off” a business that talks a lot about their ESG initiatives in the media and on social media. More than a third (36%) said that such messages and communications had “no effect” on them whatsoever, while just under 17% said they questioned the validity of ESG claims made by these businesses. Only 16% said that they look more favourably on those who regularly share updates on their environmental and social responsibility initiatives. Clearly PR managing director Paul MacKenzie-Cummins, said: “ESG has been catapulted to the top of the business agenda over the last three years. The transition of conscious consumerism from being a ‘moment’ to becoming a ‘movement’ has sparked a rise in post-pandemic purpose-led businesses." “While this is to be welcomed, the extent to which many businesses are talking about their ESG credentials has become frenzied. Our poll shows this is clearly alienating many customers and negatively impacting the perception that their target market has of these businesses." “There is, it seems, too much banging on the green and purpose drum and there is evidence to suggest that customers view excessive ESG communications as hyperbole rather than authentic. As such, in many cases they have either become immune to the ESG messaging emanating from businesses or distrusting of their validity.” Clearly PR, which was one of the first PR agencies to become a B Corp when it gained accreditation in 2021, believes that businesses doing ‘good’ for people and planet should be vocal about it, but in moderation and to the right audience. MacKenzie-Cummins explains: “Sharing regular stories about ESG initiatives to an equally invested audience is OK, but flooding all communication channels with this messaging won’t wash with those customers with little or no interest in what a business does for the good of the environment and society. All they want to know is how the business’s products or services can address their needs and wants." “Businesses should focus their messaging primarily on what they do, while the ‘purpose’ element is the added value of doing business with them - not the primary reason for it. The conscious consumer will seek out this added value.”