How to write a compelling impact report: Insights from Pollen & Company
Learn tips on how to write your next impact report
Impact reports are crucial for demonstrating a company’s commitment to sustainability and social responsibility. They serve as a tool for transparency, allowing stakeholders to see the tangible effects of an organisation’s initiatives. In this interview, Sammi Gower, one of the founding partners at the British consultancy Pollen & Company, shares her expertise on creating impactful sustainability reports that resonate with your key audiences.
Setting the Context of your Report
Starting your sustainability report with a clear context about who you are as a business is essential. This alignment ensures that sustainability is integrated into the core of your operations rather than being seen as an isolated effort.
“First off, you should always start with a bit about who you are as a business to set the context. Once the context is set, lead with a punchy executive summary - a concise overview highlighting the most important information, key metrics, and achievements from the reporting period. This allows readers to quickly grasp the main points and navigate to the sections of the report most relevant to them.” Sammi Gower
Below is an example of the introductory section of Adecco Group Annual report:
Emphasising Transparency and Authenticity
Once this first step is complete, the report should be written with two key elements in mind: transparency and authenticity.
“Transparency is crucial. Greenwashing can be incredibly damaging to your brand, so you've got to be upfront and honest. Your impact report should be your source of truth. It's okay to admit you're not perfect - in fact, it helps build trust with your stakeholders. Talk about the journey you're on and the lessons you're learning along the way.” Sammi Gower
Authenticity also ensures that the report reflects genuine efforts and commitments, making the narrative more relatable and trustworthy. One such example is Ace & Tate boldly sharing that they made several mistakes while getting their B Corp certification1 .
Storytelling and Branding
As shown in the previous examples, visuals and infographics play a significant role in creating your perfect sustainability report. They help tell your sustainability story in a compelling way, balancing the narrative with visual elements that can break down complex concepts.
“The goal is to make your report not just informative, but a genuinely engaging read. By cleverly using visuals and infographics, you can turn complex data into a story that really resonates with your readers.” Sammi Gower
Branding plays a crucial role in this process. It’s important to maintain alignment with your corporate brand while adding some distinctive touches to highlight your sustainability efforts. One example of a brand that did a great job at it is the beverage company DASH Water.
Balancing Transparency and Positivity
While storytelling and branding are key to captivating your audience, balancing transparency and positivity is also essential, especially when addressing areas where targets were not met or challenges were encountered.
“The key thing to remember is that everyone is still learning when it comes to sustainability, so what we’re aiming for is progress, not perfection. [...] Focus on what progress you have made, even if it wasn't enough to hit a target, and then outline your corrective actions.” Sammi Gower
In this example, the fashion brand Chloé explains why they haven’t achieved one of their objectives, the mistakes they made, and how they will do better next year.
So Where Should You Start?
Before even starting to write your impact report, it is important to ensure you have identified any mandatory or voluntary frameworks you plan to report against, and start collecting data for topics that are relevant to your company. Once you have gathered all this information, you can start compiling all the information you would like to include in your report including any relevant data points and existing visuals. One point you may also consider is whether to have a standalone impact report or integrate it as part of your annual report.
“When it comes to choosing between an integrated annual report or a standalone impact report, there's no clear-cut answer. It really depends on your company's specific situation. An integrated report certainly has its benefits: it can help to align sustainability with your core business strategy, giving stakeholders a complete picture of how you're doing across the board in one place. [...] On the other hand, standalone impact or sustainability reports - such as the report we recently published for Systemiq Capital - give you more room to dive deep into your sustainability efforts and tell your sustainability story in a way that is more likely to engage a wider audience.” Sammi Gower
Final Thoughts
As we navigate the complexities of sustainability, it's essential to remember that every step forward is progress. Your impact report is not just a document; it's a story of your commitment, challenges, and continuous journey towards a better future. Embrace transparency, authenticity, and creativity in your impact report. Let's make sustainability not just a goal, but a way of life, and together, we can build a more sustainable and resilient world.
If you would like to learn more about Pollen & Company, you can contact kate@wearepolllen.com with your availability for a call.
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https://www.voguebusiness.com/sustainability/brutal-honesty-the-new-look-sustainable-marketing-ace-and-tate