Translating Your ESG Report into Effective Storytelling

Publishing an ESG report has become increasingly essential over the last few years due to the rising demand for corporate accountability and transparency. Investors, shareholders, and employees have shifted their focus to companies that keep their promise to operate responsibly and give back to their communities accordingly. Access to capital, in today’s markets, requires establishing and maintaining an ESG program, continual improvements and accurate reporting, even if things are challenging. Not only do you have to be conscious of the capital markets, the modern consumer is smart, aspires to be well informed, and seeks organizations that reflect positively on their own values.

In this blog, we will detail how you can tell an effective story with your ESG data, how to properly plan your next sustainability report, and why now is the best time to start this process. Please note: we use the term “ESG report” and “sustainability report” throughout this blog. They mean the same thing.

Background and Preparation

Before we dive into the details of starting your ESG report, we must first shine a light on the background and preparation required to produce an outstanding document. Firstly, establishing clear metrics for your enterprise based on the Global Reporting Initiative (GRI) or Sustainability Accounting Standards Board (SASB) standards allows you to have a high level view of your company’s data based on trusted standards. We have provided three helpful steps to effectively plan out your ESG report.

Translating your ESG report into effective storytelling

1. Gather feedback from colleagues.

When it comes to translating ESG strategy into effective storytelling, collaboration is your best friend. Critical details that may have been missed are more likely to be caught with more people reviewing the data and reporting metrics. Plus, working as a team to put together an effective ESG report opens up the opportunity to properly analyze the data to make sense of things.

2. Ensure you are following the reporting guidelines.

Both GRI and SASB have established detailed guidelines to ensure all information you publish is up to industry standards. Keeping a close eye on changes to these guidelines is highly important as industry proponents evaluate ESG reports. If key details are not in alignment with the reporting guidelines, there may be an opportunity for individuals to showcase your company in a negative light to the media. Avoiding ending up in this situation by spending the proper time on your report could very well save your organization from a messy run in with the press, and provide you with peace of mind. Just do it right the first time - you’ll sleep better.

Need more detail on how to get started with ESG regulatory guidelines? The SASB provides a free SICS® look-up tool that allows you to determine the primary SICS® industry for tens of thousands of companies listed around the world, enabling investors and corporations to determine which SASB Standard is applicable to that company. GRI standards also provide free resources on how to get started with your reporting process. Top tip for esg reporting

3. Connect your content through visual storytelling

Once you have completed your preparation, assembled all the data points, evaluated your performance metrics and written supporting text (that is understandable to the average reader) it is time to start connecting these various pieces of content. Much like a book, ESG reports need to be structured in order to tell a story that will connect with your audience.

We have compiled a list below of design elements to consider including in your ESG report to help keep readers interested in your ESG efforts and engaged with your Company’s unique story:

Make sure it’s on-brand
Such documents are an opportunity to express your brand in all its glory. You have visual standards - make sure to use them. Consistent use of visual standards builds brands and credibility. The reader should be able to identify your brand based on visuals alone.
Consistent page styles help readers digest content
Page styles need to be consistent. They help people consume content more readily. Having too many page styles frustrates readers as they don’t know where to start on each new page. Familiarity ensures readers get through the content quickly.
Allow your pages to breathe
There’s no doubt that ESG reports are jam packed with metrics, indicators, tables, graphs and footnoted text. The pages are rich with information. As such, ensure these precious details are not in the noise. White space on the page allows readers to focus on the salient points instead of being overwhelmed by a tidal wave of data.
Include devices to engage the reader
Pull quotes, testimonials, case studies placed in strategic document locations helps skim readers commit to content on the page. By placing a performance highlight as a stand-alone element will capture a reader’s glance. Once they consume that content, there’s a strong chance they will commit to reading other content on the page. These design devices help pace a report and make them more reader friendly.

Once all of the above elements are considered for translating your ESG strategy into an effective piece of writing, it is then time to consider working with an agency to execute the tactical aspects of creating your report. Choosing the right agency can be a daunting task, as there are many different kinds of agencies out there that boast a wide range of services.

The process of an esg report

Engaging the right design agency to complete your ESG report

Working with the right agency to complete your ESG report has the potential to take your ESG report from good to great. Ensure you follow the checklist below to partner with the right agency for your organization:

Good communication- communication is key, and agencies should be all star communicators. If your agency is not communicating with you in a timely manner and keeping you updated on the progress of your report, it may be time to look at making a switch.
Result oriented thinkers- does your design agency think about the results this report could achieve for your business? Consider striking up a conversation about expectations and deliverables.
Technical know-how- The right agency is experienced and knowledgeable. They should be able to provide you with expert input and possess the technical skills to deliver an exceptional ESG report.
On time delivery- the right digital marketing agency should stick with the initial deadlines they provide to you unless otherwise communicated. After all, your company is paying for a service to be delivered in a timely manner.

Delivering your message

Congratulations, you’ve made it to the finish line! Now it is time to deliver your message and make sure it lands in the right hands. When done correctly, a great ESG report that tells your company’s story authentically is an integral part of your marketing message and has the power to win over potential customers. Think of creative ways to deliver your report such as incorporating it within inbound marketing materials, displaying it at trade shows, or sending out paper copies to a select list of potential matches for your business. Remember, getting started is the first step of many in the right direction.