Sustainability reports have become essential tools companies use to communicate their environmental, social, and governance (ESG) efforts to stakeholders. While a sustainability report contains important data and facts, it’s vital that it also engages readers in more subtle ways that will keep them turning the page and wanting to know more.
Too often we read reports that are heavy in jargon and the latest buzz words. They have long, off-putting paragraphs, and uninspiring visuals, failing to engage readers effectively. These all create friction in our subconscious, leading to a loss of interest and consequent disengagement.
When crafting your report, you want to transform it from a factual report into a compelling narrative that not only informs but leaves the reader inspired to take action, whether that be signing up to follow the company’s progress, or deciding they’re a worthy recipient of their investment.
Below, we’ll explore strategies for creating reports that take the reader on a journey, telling the company’s story in a way that allows the audience to understand exactly what matters to the company and why, and guiding them through the content with clarity and ease.
(1) Understand the target audience: This is your number one priority. Tailoring your sustainability report to the interests of your audience is paramount. You have to know who you’re talking to and what they want to know. Give them the answers – don’t leave them guessing and don’t make them work to understand the information.
Consider their interests, knowledge level, and concerns so you can ensure the content is relevant and engaging. Whether your readers are investors, consumers, or community members, understanding their perspectives is essential for crafting a report that speaks to their interests and values.
(2) Incorporate storytelling elements: Humans are hard-wired for stories – we just can’t resist them. This is why we love good movies and books so much. If you’ve ever been in a presentation that involves facts and figures, plus just one story, it will be the story you remember long after.
Storytelling is a powerful tool for making sustainability reports more relatable and for drawing your readers in. Include case studies and examples that illustrate the heart of your organization’s sustainability efforts, and their impact on the people, communities, and environment you care so much about.
By weaving narratives into your report, you create a deeper connection with readers and your story comes to life. You’re no longer a faceless business but a company that cares about what it does and how that affects people in their day-to-day lives. Incorporating that human element into the Letter from the CEO, for example, is an ideal opportunity to show your company values right from the start, and connect with your readers on a truly human level.
(3) Avoid complicated language – simplicity rules! Effective sustainability reports offer clarity and accessibility to all. Avoid corporate jargon that may alienate some readers. Instead, strive for clear, straightforward language that is easy for readers to understand.
Break down complex concepts into easy-to-understand bites and use everyday language to explain technical information without oversimplifying or misleading readers. This doesn’t mean dumbing down the information. It means using plain language that everyone can understand. Studies show that the best leaders use simple communication.
(4) Active vs passive voice: An active voice moves the reader forward whereas a passive voice removes that momentum. For example:
“We conducted a survey to uncover the key concerns” (Active)
“A survey was conducted to uncover the key concerns” (Passive)
Can you feel the difference? Whenever possible, use an active voice to bring energy to your words.
(5) Use white space: White space is a powerful element that allows the reader’s eyes to rest between paragraphs. As I’m doing here when I start the next sentence on a new line.
By doing so, your readers will continue to glide down the page with ease, focusing on the message you’re conveying.
(6) Minimize friction: Dense paragraphs or complicated language can disrupt the flow of your sustainability report and discourage readers from fully engaging with the content.
Forget the old rules of paragraph structure where everything relating to one idea had to be contained within one (long) paragraph. Just as language rules change, so do those for writing.
Break up text into short sentences and short paragraphs where possible. Use bullet points or subheadings to organize information logically, and choose clear visuals to make complex information easier to understand at a glance.
An inspired graphic designer will start with an eye-catching visual that sparks curiosity and sets the stage for the story you’re about to tell. Incorporating relevant graphics, charts, and images breaks up text-heavy sections and makes the report more visually engaging.
Eliminating friction will keep your audience engaged and eager to learn more.
(7) Know your grammar, punctuation, and spelling: Be alert here! Did you know that the type of quotation marks differs between the UK and North America? That the placement of a period with quotation marks varies too?
The same with spelling. Always be aware of the origin country of your report. Is it from the US, UK, Canada, Australia? Spelling will differ. Is it Labour or Labor? Is it Specialise or Specialize?
With these in mind, it’s a good idea to have a professional copyeditor review your report for consistency. They have a trained eye to catch and correct any grammatical errors, thereby upholding your professional reputation.
(8) Tone and voice: Be sure to consider these elements of a company’s brand. The voice is the overall personality of the company. Is it traditional or young? Serious or playful? The report should reflect this.
The tone, on the other hand, varies according to the context and the audience. What is the message conveying – something exciting (an accomplishment), or something with gravitas (less than positive news)? Be careful to capture these nuances.
Incorporating the tone and voice is essential for consistency across all the brand’s communications, allowing you to convey the information in an appropriate and professional manner.
(9) Accessibility: Accessibility is often overlooked but is a crucial aspect of sustainability reporting. Design your report with accessibility in mind, ensuring that it is usable by people with disabilities.
For example, for readers with visual impairments, use clear and legible fonts, and ensure sufficient colour contrast. For those who rely on screen reading software, be sure to provide alternative text (Alt text) for images so their software can read that text and describe what a picture or graphic is conveying.
Offering multiple formats for accessing the report, such as HTML or plain text versions, ensures all readers can access the information easily.
(10) Transparency builds credibility: Transparency is foundational to effective sustainability reports. Be transparent about your organization’s performance, successes, and challenges, even when the news is less than favourable. Real life is not all wins, and neither is the journey to sustainability success.
Be careful not to use greenwashing language, making claims of the wonderful work you’re undertaking but with no evidence or examples to back it up. Reporting only the good news can leave your readers wondering what you’re not revealing, sowing seeds of doubt in their minds and potentially damaging your reputation.
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The above 10 elements demonstrate that an engaging sustainability report requires a thoughtful blend of storytelling, design, and content strategies woven together carefully with the substance of the report.
By understanding who your audience is and providing a report that flows well, you’ll foster engagement and inspire your readers to join you on the journey towards a more sustainable future.