Topics
Climate & Energy Transition
Digital Inclusion & Equity
Data Privacy & Cybersecurity
Employee & Community Resilience
Governance & Disclosure
Customer Trust & Brand Credibility
Offerings
Knowledge, Research, Trends & Foresights
ESG, Impact and Integrated Reporting
Vision, Mission & Purpose
Value Proposition
Brand Strategy & Positioning
Narrative, Messaging & Storytelling
Style Guides
Brand Lexicon & Copy Signatures
Through its Purpose & Impact workstream, Ampersand conducted a benchmarking and insight-gathering process to anchor PLDT’s sustainability journey.
PLDT Group
Defining Purpose and Impact for PLDT
The Challenge
Repositioning a legacy telco for sustainable growth
As the Philippines’ largest telecommunications company, PLDT faced the dual challenge of strengthening its core business while aligning with global sustainability imperatives. Stakeholders increasingly demanded forward-looking ESG disclosures, credible action on climate and inclusion, and a brand narrative that could stand alongside the most sustainable telcos globally. The need was clear: define a purpose-driven sustainability strategy rooted in megatrends, benchmarks, and stakeholder trust.
Ampersand's
Approach
Deliver
Framed PLDT’s sustainability narrative to connect purpose, strategy, and impact for customers, employees, investors, regulators, and communities.
Produced insights that fed into PLDT’s sustainability reporting, materiality assessment, and evolving brand identity.
Positioned PLDT for stronger investor confidence and public legitimacy in the era of digital infrastructure expansion.
Diagnose
Benchmarked PLDT against global leaders — telcos ranked by Corporate Knights, Dow Jones Sustainability Index, and GSMA.
Mapped megatrends shaping the industry: 5G, IoT, AI, renewable energy, climate risk resilience, data privacy, and post-COVID well-being.
Identified sustainability best practices in branding and reporting from peers in Asia, Europe, and North America.
Design
Aligned PLDT’s purpose with its sustainability canvas: Connect everyone, Protect the planet, Build resiliency through people and communities.
Recommended integration of ESG into the corporate strategy and reporting framework guided by WBCSD’s good reporting principles.
Developed content and messaging pathways to position PLDT as both an industry leader and a conscientious corporate citizen.
The Outcome
Purpose clarity — a unifying narrative linking PLDT’s role in digital infrastructure with its responsibilities to people and the planet.
Megatrends-informed strategy — alignment with the practices of top global telcos, adapted to the Philippine context.
ESG integration — sustainability embedded into disclosure, strategy, and brand, improving consistency and credibility.
Stakeholder relevance — enhanced ability to address diverse expectations from regulators, investors, customers, and employees.
Future readiness — sustainability positioned not as compliance, but as an engine of innovation, trust, and competitiveness.
Ampersand's
Value
