The Secret to Transforming Your ESG Report into a Best-Seller

Writing an ESG report requires a large investment of time and money, but few people find it interesting to read. To derive more value from the resources invested in preparing the report, it is useful to change the approach and see it not as a final product of a process but as raw material for a new process: a treasure chest of contents.

The new approach I suggest here does not consider the report a single piece, a "publication" but a cluster of many information items, each relevant to different stakeholders.

If we provide each stakeholder with only the information that interests them, make it accessible in an interesting way, use the principles of storytelling, and choose the appropriate format and relevant platform for that stakeholder, there is a great chance they will consume our content.

To get the best out of the report, we must create a communication plan that will answer the following questions:

1. Who?

Who are the stakeholders \ target audiences that it is important for us to read the report or parts of it? ("The general public" is not an exact definition of a stakeholder.)

You should make a segmented list by categories and subcategories.

2. Why?

Why is it important that each of the stakeholders we defined read the information? What exactly do we want to achieve as a result of this, and how will we measure that we have achieved this?

No less than that, it is important to understand why these stakeholders would be interested in reading this. In what way is the information relevant to them? What's in it for them?

3. What?

What information is important for our stakeholders?

To answer this question, we must have a preliminary dialogue with them. The GRI methodology (based on the AA1000 standard Stakeholders Engagement standard by AccountAbility) encourages engaging stakeholders to understand their material issues and concerns and then communicating to them in the report the answers to the questions that interest them (if these are also material issues from the company's point of view).

The report is a treasure chest of information, and it is possible to produce a variety of content items that are adapted to the various stakeholders. Not everyone is interested in everything. It is better to distill the specific relevant content.

4. How?

What format should the information be transferred in? Depending on considerations (the type of information, the industry, the brand language, and most importantly, the stakeholder's preferences), it is advisable to use a variety of formats for transmitting information within the report itself: graphs and infographics (which enable the quick absorption of a set of data), texts, stories (such as case studies), and, as much as possible, images and video.

Where this is possible (for example, in policy documents that do not change from year to year or in very long case studies), it is better to present a concise text in the report and attach a link to the extension on the company's website.

It is important to use brand language to strengthen the identification between the report's content and the company \ brand.

It is always recommended that a summary accompany the full report. The summary can be an abbreviated file, one web page, or a visual infographic that concentrates on the main issues and data.

As mentioned, it is recommended that specific content from the report be communicated to the relevant stakeholders—not as part of the report but as separate and dedicated content.

Lego's 2023 first half-year sustainability highlights are on the company's website. The colorful Lego bricks are part of the design of the information.

5. Where?

Which channels and platforms should we use to distribute the information? It depends on where our stakeholders prefer to get their information from.

The more accurate we are in choosing the right platform and channel access for each stakeholder category, the greater the chance the stakeholders will be attentive to our communication.

Communicating this information is not a one-way task but a process of engagement and dialogue, which also includes listening to feedback and building trust with the stakeholders.

Think creatively about unconventional platforms and channels in order to surprise and capture attention at the most unexpected (but still appropriate) moments.

Examples of information dissemination channels:

Physical: personal meetings, conferences, round tables to discuss content, posters, and brochures.

Digital: e-mail signatures, newsletter, website, WhatsApp, social media, webinar, podcast.

You can create dedicated campaigns around the content, engage the employees and encourage them to be the storytellers of the company's ESG story, use trivia quizzes that will increase engagement, and more.

So, when you begin working on the next ESG report, consider the communication plan and budget and engage the PR, marcom, and HR teams in the planning process.