What are the most effective channels and formats for stakeholder communication in sustainability reporting?

The most effective channel for communicating with stakeholders is the one they will engage with and this will be different for each type of stakeholder. It's a good idea to segment them and then engage with them to understand their habits and preferences. Generally speaking, 'a picture speaks a thousand words' so do use graphics and pictures in addition to long text. You also need to use a combination of 'push' and 'pull' channels. Email marketing is an example of 'push' communication. while websites and blogs are examples of 'pull' communication. Language and format are other key considerations. The language for investors will be more formal than that for customers and investors are also likely to require more detailed communication.

The most effective communication channel for sustainability reporting is the one that the company's key stakeholders can readily access. Ideally, this channel should also enhance the company's branding and reputation, allowing it to leverage its responsible and sustainable actions for greater benefit.

Segmenting your audience is a good way to start. To do so, you can consider groups (I.e. investors, suppliers, customers...), demographics (age, location...) and other factors that might correlate to a preferred channel. For instance, newer generations tend to consume short form content on social media and a long report on your website might not be appropriate for them.

Before selecting communication channels, conducting stakeholder segmentation is a critical step in sustainability reporting. Understanding the diverse interests, concerns, and preferences of different stakeholder groups allows organizations to tailor their communication strategies effectively. By segmenting stakeholders, organizations can prioritize communication efforts and deliver targeted messages through appropriate channels. This ensures that messages resonate with each stakeholder group, fostering deeper engagement and building stronger relationships.

When producing your sustainability report, ensure you have your target audiences in mind from the beginning of the process. Ask yourself - is your reporting predominantly aimed at investors and improving your ESG rating scores, or do you want to share your commitments and progress with customers and employees too? This will help determine not only what frameworks and measurements you include, but also the balance of quantitative and qualitative data, the design and opportunity for storytelling. Map out key channels based on where your audiences are e.g. 77% use investors are on linkedin, 68% consume social media and 50% trade publications and create a tactical comms plan for launch and ongoing distribution

In the past, there has been considerable variability and flexibility in sustainability reporting for companies subject to or formerly subject to the NFRD. However, with the mandatory integration of sustainability information into the annual report as part of non-financial reporting under the CSRD, reporting companies now face a more stringent regulatory framework. Nevertheless, this framework may not necessarily be easily accessible to specific target audiences. Innovative solutions are therefore imperative to ensure that sustainability information remains tailored to the needs of stakeholders. One solution is the supplementary provision of pertinent sustainability information in a dedicated sustainability section on the company's website.

One time I wanted to communicate a traffic safety procedure via signage in a factory. After due consultation and assessment, I realised that the composition of visitors, drivers and external stakeholders who ply the roads is diverse in culture, language and literacy levels. To ensure adequate communication the signage inscription was translated into four languages to capture everyone. So designing your sustainability report requires choosing a language and mode of access that suits your identified stakeholders.

When selecting formats for sustainability reporting, it's essential to cater to the preferences of diverse stakeholders. Here's how different formats can be utilized effectively: Annual Reports: Provide detailed insights into performance and initiatives. Infographics: Condense complex data into visually appealing graphics for easy understanding. Videos: Showcase initiatives and engage stakeholders through multimedia storytelling. Interactive Presentations: Allow stakeholders to explore data at their own pace. Seminars/Webinars: Foster interactive discussions and knowledge-sharing on topics. Public Endorsement: Gain credibility and support for efforts from key stakeholders.

What I found helpful is exploring innovative ways to communicate sustainability reports, similar to Apple's approach. By using a mockumentary video format featuring humorous dialogue and compelling visuals, Apple effectively conveys complex topics while maintaining viewer engagement. This method sets Apple apart from traditional approaches like lengthy online statements or generic infographic videos, adding a unique touch to their communication strategy.

5. Email Newsletters: Sending regular email newsletters with updates on sustainability progress, achievements, and upcoming initiatives can keep stakeholders informed and engaged. 6. Sustainability Dashboards: Providing stakeholders with access to real-time sustainability performance data through interactive dashboards can offer transparency and accountability. Remember, it's essential to tailor your communication strategy to suit the preferences of your stakeholders and ensure that the information is presented in a clear, transparent, and engaging manner.

Interactive maps provide invaluable visibility into sustainability programs spanning diverse geographies and communities. Stakeholders can zoom in to explore solar and wind installations powering facilities in specific cities. They can view conservation efforts protecting wetlands and forests in various watersheds. Maps convey the breadth and local impacts of sustainability in an intuitive visual way. Clickable infographics empower stakeholders to tailor sustainability information to their interests. Want a deeper look at emissions reduction progress? Curious about water usage for a particular product line? Filter the charts to isolate relevant metrics. Interactive infographics allow customizable exploration of sustainability KPIs.

People engage with stories. Often sustainability can be complex and technical. Data can be dry and difficult to understand. Within a report, it's important to demonstrate the quantitative data, but also be able to turn that data into compelling content which brings to life and showcases the impact being made. What affect are you initiatives achieving for people and planet? Use QR codes in your reports to link to short videos and case studies, include testimonials and interviews with employees or beneficiaries on the ground, consider infographics to hero your highlights and spend time working on the visual design to ensure your report is as appealing, accessible, inclusive and engaging as possible.

Craft compelling sustainability content for your business by simplifying language, weaving narratives, visualizing data, and integrating multimedia. Steer clear of technical terms, share impactful stories, present data visually, and enhance with images/videos and accessible captions.

As is so regularly said, when data and anecdotes differ it is likely the anecdotes are right. As such ensure you are gathering both qualitative and quantitative feedback to give you the most complete view. Also get feedback again a week or month or quarter later. This is a fast moving topic and what may have had one impact when shared initially may resonate differently a while later.

Effectively communicating sustainability efforts through reporting involves selecting appropriate channels and formats that cater to diverse stakeholder needs. In this sense, feedback is key to tailoring your communication strategy to the preferences and expectations of your specific stakeholder groups.

Given the speed things are changing in this space even a "perfect" comms can fall short a year later. Therefore, as well as the usual attention to how the communication lands when it is first shared it is important to review in in the light of the changed environment ahead of the next update - monthly, quarterly, annually etc. This can obviously be done by the team authoring it but value comes from the opinions of others as long as they will be totally honest and you are comfortable embracing their feedback

Continuing 2. Interactive Web Platforms: Creating a dedicated interactive website or platform for sharing sustainability information can engage stakeholders with interactive elements such as data visualizations, videos, and infographics. 3. Social Media: Leveraging social media platforms such as LinkedIn, Twitter, and Instagram can help you reach a broader audience and spark conversations around sustainability topics. 4. Stakeholder Engagement Events: Hosting stakeholder engagement events such as webinars, workshops, and town hall meetings can facilitate direct interactions and feedback from stakeholders.

Effective communication of sustainability reports involves using diverse channels and formats to reach and engage various stakeholders. The suggested channels and formats are: - Sustainability website shows interactive reports through email newsletters or webinars, - Some small printed reports, - Excutive summary that highlights key achievements, challenges and future goals, - Discussing sustainability report in details in an organized direct meeting with stakeholders The communication strategy have to fit the needs and preferences of the stakeholders. Employ a multi-channel and multi-format approach to ensure that your sustainability report is seen by a broad audience and effectively communicates your dedication to sustainable practices.

This is a topic where human examples are important. It can be very easy to find this all overwhelming and decide to ignore the whole topic because the challenge is too big. Where you can show how actions improve the lives of one person, one family, one village, etc then it helps people engage and see why they should read and act rather than simply give up.