ESG represents risks and opportunities, and one of those opportunities is differentiation through marketing. This concept is challenging as sustainability and ESG are pretty nascent, but the drive to make a sustainability claim is very high.As a result, brands are all over the place with marketing and storytelling, mainly because their efforts to address the issue are also all over the place. Still, is it all greenwashing, are we too early to capitalize on the actions, or should we just be focused on saving the planet, regardless?Last week, Dominic O'Connell, a business presenter for Times Radio, wrote this:If everyone claims to be sustainable, the term means nothing.Let's get to it!SIDE NOTE: With Twitter under new management and my newsletter hosted on Revue (owned by Twitter), I'm waiting to see what happens.Just in case, don't forget to follow me on LinkedIn or Twitter (ironic)!