How do you present your sustainability reporting to different audiences?

I always emphasize in my training sessions that a sustainability report should be understandable to everyone from a factory worker to the president of a country. I joke that, in reality, I might need to simplify it even further for the president to understand. This approach underlines the importance of making sustainability reports accessible and relevant to a broad audience, ensuring that the information is not just available but also comprehensible to all stakeholders, regardless of their background or position.

A better strategy to create an ESG report that resonates with a multitude of audiences is to pick an established framework/standard such as the the one from the Global Reporting Initiative (GRI) and work towards complying with it in full. Doing so gives the report a structure that is comparable among peers, offers transparency, and allows for external parties to audit it so that stakeholders may trust it. Your audience won’t read your report unless they can trust it.

A company's sustainability report must present clear and direct language, prioritizing everyone's understanding. It is essential to worry about presenting the data in a concise and organized way so that it is visually attractive, making it easier to read and analyze. A well-written report is an important management tool, not just an informative document. The choice of advertising platforms must be made based on the needs of the company and its target audience, and it is essential to consider accessibility and usability.

Si la organización ha realizado un buen análisis de sus grupos de interés, para realizar la doble materialidad (conceptos claves en los informes de sostenibilidad), conoce y diferencia perfectamente los diferentes grupos. El análisis debe ser exhaustivo y no centrarse en solamente en los stakeholders habituales (cliente, proveedores, accionistas..) sino que hay que abrir el foco y la mirada para tener en cuenta otros grupos como empleados o administración publica e incluso activistas o nichos de consumidores que de los que puede ser que no tengamos un feedback continuo.

The stakeholder analysis serves as the basis for knowing your audience. However, when it comes to sustainability reporting, most organizations apply sustainability standards as guidelines; Usually starting off with information about the organization itself, followed-up by information on material topics. Therefore, the format and relevant topics are already pre-described. I agree with my José, that the information displayed should be understandable to a broad target range. However, in my opinion different stakeholders will look into different chapters - that´s why each chapter should contain in-depth insights & relevant information. If you only report "on the surface", the report would lack the scientific depth.

Sustainability reporting isn't one-size-fits-all. Therefore, it's absolutely crucial to define objectives and your audience beforehand. Know why and to whom you're sharing the report. Next step is selecting platforms accordingly. This might be a comprehensive report on the website, a summary on social media, or engaging podcasts – tailor it to your audience. Let's amplify our impact through strategic platform choices that align with our brand identity.

Your ESG report is not your Annual Report. If created in the right way, it will have a wide appeal and be relevant to a wider pool of stakeholders. Give your ESG report the visibility it needs by finding ways to share it on every platform you have access to. Your social media handles, newsletters, media and analyst kits, customer stories, and even corporate email signatures can be leveraged as a channel to share your ESG report. Track the clicks and you’ll be surprised. Try, don’t be shy!

I would recommend to spread the information from the sustainability report in "pieces" on different platforms: 1. The main report should be published on the sustainability website of the organization itself. 2. The strategy / core values of the sustainability strategy should be communicated on different occasions to internal and external stakeholders to enhance the understanding. 3. Core topics can be visualized within videos, pictures, interviews. Make the topics accessable and bring them from abstract matters to the daily life of people. Social Media channels are a great platform. 4. Make sure to inform the press about your report as well -publish an abstract on different press portals or newspapers!

Choose platforms wisely to communicate sustainability reports. Options include comprehensive reports on your website, summaries for social media, or podcasts and videos. Ensure accessibility and alignment with brand identity.

Según los grupos de interés identificado se debe conocer los canales de comunicación que hay establecidos con esta audiencia. Si bien una práctica habitual es publicar el Informe en la página web, también existen otros canales como redes sociales, landings o mails e incluso diferentes formatos resumen como vídeos, post, infografías, etc..

Choosing the "right" standard for your organisation is crucial. Think about your target audience and story. For instance, if you wish to communicate your strategy and performance to investors and financial institutions, SASB and TCFD might be better suited than GRI. Also, how you follow the standards is equally critical. We have all read reports heavily built based on standards that are not readable and fail to convey the reporters' message. Reporters get trapped in following word-by-word a standard's requirements. Use the metrics that make sense for your business and reflect on the rationale of the standard and not simply on the specific required metrics when developing your report.

From my experience of applying the GRI-Standards: Do not stick too much to the structure of the standards, such as answering the questions like in an interview one after another. The report will get super boring to read. Instead: cluster topics that are already mentioned within the standards and create a storyline. The standards applied can be mentioned at the top of the page anyways. Tipp: draw inspiration from other reports that use your preferred standards!

Maintain credibility in sustainability reporting by adhering to recognized standards like GRI, SASB, or TCFD. These frameworks ensure consistency and relevance in disclosing ESG information, enhancing transparency and stakeholder trust.

Follow the Standards: Align report with established frameworks such as the Global Reporting Initiative (GRI) Standards, Sustainability Accounting Standards Board (SASB) Standards, or Task Force on Climate-related Financial Disclosures (TCFD) Recommendations to ensure credibility and consistency

Embracing transparency in reporting is not only a responsible practice but also a strategic one. It enhances stakeholder trust, drives continuous improvement, mitigates risks, ensures compliance, and contributes to the long-term value and resilience of the organization.

Our first step in sustainability reporting is to understand why we are doing it in the first place - a great sustainability report is irrelevant if it’s not getting read! Therefore, come to a collective consensus about what you want to achieve - sales, framework alignment, brand awareness, regulatory obligation etc and work backwards, focussing your whole plan and implementation to achieving this goal and follow it up with supporting communications to reinforce the narrative you’ve created. This will focus minds and efforts and naturally limit greenwashing and improve credibility.

In the world of sustainability reporting, honesty is the bedrock of credibility. Share achievements, challenges, strengths, and weaknesses. Be honest with your sustainability journey: also report about your challenges on your journey. Transparency builds trust with both - your internal and external stakeholders .

Revelar los logros y desafíos de su empresa demuestra valentía y compromiso con la mejora continua. Este enfoque transparente, aunque no común en todas las empresas, fomenta una confianza significativa entre los grupos de interés. Admitir áreas de mejora no solo muestra responsabilidad, sino que también invita a la colaboración en la búsqueda de soluciones sostenibles. Ser honesto en su informe no solo refleja la realidad actual, sino que también resalta su dedicación hacia un futuro más sostenible. La honestidad no solo es un acto de valentía; es una inversión en la confianza y la sostenibilidad de su marca.

Comunicar los avances en temas de sostenibilidad y mostrar a tus grupos de interés la implicación y el trabajo de la compañía es necesario y, cada vez más, obligatorio. Sin embargo, hay que tener en cuenta que la transparencia es clave en este tipo de información. En caso de no ser así, se puede causar el efecto contrario y crear una crisis reputacional que, en la mayoría de los casos, tiene repercusiones económicas. Al final, no ser transparente, no sale a cuenta.

Sustainability isn’t a destination, it’s a journey. Remember that and be sure to tell your audience that you understand that - they will appreciate it far more than your efforts to paint yourself as a ‘perfect’ organization. Be real, be raw, be honest with your audience. ESG reporting has become a priority item on the agenda because so many different stakeholder groups care about it deeply. Tell your story and share what you’re doing and how. They’ll love you for it and show their support by voting for you with their hearts and wallets whenever, wherever they can.

Al elaborar un reporte de sostenibilidad, contar historias auténticas es crucial. Narrar los esfuerzos y desafíos en sostenibilidad de una empresa de manera honesta no solo refuerza la transparencia sino que también genera confianza con los stakeholders. Es importante mostrar tanto los logros como los retos y fracasos; esta honestidad revela el compromiso real con la mejora continua. Las historias que destacan esfuerzos genuinos por superar obstáculos inspiran y motivan a otros a seguir el ejemplo. Finalmente, creo que ser un modelo a seguir en prácticas sostenibles puede influir significativamente en el comportamiento de otras empresas y en la conciencia colectiva de actuar de manera responsable con nuestro planeta.

Sustainability is a way of doing things, but also aren’t fully compromised on regular metrics. We used to say that we can only count if put a numerical value to it, but recent studies have provided us with the insights of how difficult is to measure knowledge, kindness, integrity… etc. Therefore, telling a story creates also a business case that can be portrayed correctly.

Presenting sustainability reporting varies for different audiences. Telling a story and tailoring information to their interests is key. Board members/investors: Emphasize sustainability's strategic impact, linking it to long-term growth and resilience. Employees: Connect sustainability to company values, showing how their engagement shapes a better future, boosting pride. Suppliers/Customers: Highlight collaboration benefits and shared values. Showcase how sustainability positively impacts the supply chain.

Presenting sustainability reports to diverse audiences means tailoring the story to connect with each group's unique interests. Whether adopting roles like a Sustainability Advocate or Marketing Specialist, focus on common themes that align with everyone's values. Tell a clear and straightforward story that covers economic, environmental, and social aspects, using visuals and relatable examples. Keep it transparent by highlighting achievements, challenges, and future plans. By staying neutral and considering everyone's perspective, your sustainability reporting becomes a versatile tool for engagement, encouraging a shared commitment to a more sustainable future.

Another important point is information accessibility. One of my clients creates a summary video of the sustainability report and includes a sign language interpreter for the deaf. Similarly, in the printed version, they include some pages in Braille for the blind.

Un formato visual ayuda a la lectura y comprensión del Informe de Sostenibilidad. Conseguir condensar los datos clave en pocas páginas y que además sea un agradable de leer, es un reto, pero necesario para que el informe no caiga olvidado en un cajón de la oficina (o en la eterna carpeta de pendientes).

Important points to consider: 1. Tailor sustainability reporting presentations based on audience interests and knowledge. 2. Highlight strategic impacts and financial benefits for executive leadership and board members. 3. Emphasize individual contributions and cultural alignment for employees and internal stakeholders. 4. Provide financial metrics and ESG factors for investors and financial analysts. 5. Focus on product sustainability and ethical practices for customers; collaborate with suppliers on shared sustainability goals.

Local communities and NGOs are particularly interested in understanding how a company's sustainability efforts directly benefit their surroundings. To engage these stakeholders effectively, it's essential to highlight the company's contributions to community development, job creation, and environmental protection. Sharing social impact stories through storytelling can help showcase the real-world benefits of sustainability initiatives, such as specific community projects or partnerships with NGOs that have a tangible positive effect on society. Additionally, inviting feedback from these groups fosters a collaborative relationship, strengthens trust, and demonstrates a commitment to transparency and active community engagement.

Complementar el informe de sostenibilidad con un reporte de avances hacia los Objetivos de Desarrollo Sostenible (ODS) es fundamental para cualquier organización comprometida con el impacto global positivo. Aunque los progresos no siempre cumplan con las expectativas de velocidad o magnitud, cada paso adelante contribuye significativamente a la consecución de estos objetivos universales. Este enfoque no solo evidencia un compromiso con metas globales clave sino que también ofrece una perspectiva clara sobre cómo las acciones específicas de la empresa alinean con esfuerzos mayores para enfrentar desafíos como la pobreza, el cambio climático y la desigualdad.