How can you develop a sustainability report that stands out from competitors?

1 Define your goals and scope

Before you start writing your report, you need to have a clear idea of what you want to achieve and what you want to cover. What are the main sustainability issues and opportunities that relate to your work and your clients? What are the standards and frameworks that guide your reporting, such as the Global Reporting Initiative (GRI), the Sustainability Accounting Standards Board (SASB), or the Task Force on Climate-related Financial Disclosures (TCFD)? How will you measure and report your performance, impact, and progress? How will you align your report with your vision, mission, and values?

2 Know your audience and tailor your message

Your report should not be a one-size-fits-all document that tries to please everyone. Instead, you should identify your primary and secondary audiences and tailor your message accordingly. Who are the people who will read your report and what are their interests, needs, and expectations? How will you communicate your sustainability story in a way that resonates with them and showcases your value proposition? How will you use language, tone, and style that are appropriate for your audience and consistent with your brand identity?

3 Use data and stories to support your claims

Your report should not only present facts and figures, but also stories and narratives that illustrate your impact and achievements. Data and stories are complementary ways of conveying your sustainability message and engaging your audience. Data can provide evidence, credibility, and transparency, while stories can provide context, meaning, and emotion. How will you use data and stories to support your claims and highlight your challenges, successes, and learnings? How will you use visuals, such as charts, graphs, photos, and infographics, to make your data and stories more appealing and accessible?

5 Seek feedback and collaboration

Your report should not be a solo project that you do in isolation, but a collaborative effort that involves feedback and input from various stakeholders. Feedback and collaboration can help you improve the quality, relevance, and credibility of your report. How will you seek feedback and collaboration from your internal and external stakeholders, such as your staff, clients, partners, suppliers, regulators, and peers? How will you incorporate their perspectives, suggestions, and expectations into your report? How will you acknowledge their contributions and recognize their roles?

6 Promote and distribute your report

Your report should not be a static document that sits on your website or shelf, but a dynamic tool that you use to promote and distribute your sustainability message and impact. Promotion and distribution can help you increase the visibility, reach, and influence of your report. How will you promote and distribute your report to your target audiences and beyond? How will you use different channels and formats, such as social media, newsletters, webinars, podcasts, or events, to share your report and invite feedback? How will you leverage your report to generate leads, opportunities, and partnerships?