The stakes are high with corporate sustainability reports. What makes those stakes even higher is that they must build trust, inspire action and enhance your brand’s reputation – all while speaking to two (or more!) different audiences. Designing an environmental, social and governance (ESG) report that resonates with multiple audiences with differing priorities is certainly a challenge, but it can be done with the right strategy.
Here are some tips to help you design a sustainability report that meets the analytical needs of investors while also engaging the values-driven interests of consumers.
What Investors Want from an ESG Report
Investors are tuned into the numbers. When reviewing your report, they’re looking for hard data and metrics that:
- Demonstrate financial viability alongside ESG performance
- Show risk mitigation strategies tied to ESG factors
- Highlight progress over time with quantifiable results and benchmarks
Investors want transparency, accountability and clear links between sustainability initiatives and financial outcomes. Show them the money, and they’ll return the favor in kind.
What Consumers Want from an ESG Report
The people who walk into your store, engage your services or buy your products are motivated by stories and values. They’re looking for content that takes on the following purposes:
- Demonstrates how your brand aligns with their personal beliefs
- Shows real-world impact through relatable examples and stories
- Inspires action and engagement through approachable, visually appealing content
Consumers want to know that your company is making a difference in ways that feel authentic and meaningful to their daily lives (think Patagonia).
How to Design a Sustainability Report That Resonates with Both Audiences
Now the real challenge begins. To create an ESG report that speaks to everyone’s needs and priorities, you must strike a balance. Here are some tips:
Balance Data and Storytelling
Including detailed ESG metrics, charts and graphs can satisfy an investor’s need for data-driven insights, while inserting stories, photos and testimonials can make your impact feel real and relatable. For example, try pairing a data point with a real-world example to highlight the human side of your initiatives.
Design for Visual Impact
Use infographics to simplify complex data for consumers while maintaining accuracy for investors. Throughout your entire report, remain consistent with branding to reinforce your identity with both audiences.
Emphasize Transparency and Authenticity
Authenticity builds trust no matter the audience. Be upfront about challenges or areas where you’ve fallen short and use consistent messaging to bridge the gap between investor concerns and consumer interests (e.g., sustainability is both a growth opportunity and a moral responsibility).
Contact Us at The Found Gen for Help with Your Sustainability Report
Investors and consumers may have different priorities, but they share one thing in common – they want to see that your sustainability efforts are genuine, impactful and aligned with your business strategy. By thoughtfully designing your sustainability report to address both audiences, you can turn it into a powerful branding asset.If you’re ready to elevate your sustainability report design and turn your core ESG components into compelling narratives that resonate with all types of readers, contact us at The Found Gen today. We’ve partnered with globally ranked corporations to transform their sustainability reports into effective marketing tools and are ready to do the same with yours.