{"id":69961,"date":"2024-10-22T16:11:57","date_gmt":"2024-10-22T15:11:57","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/sustainability-narratives-what-works-and-what-doesnt\/"},"modified":"2025-03-07T16:52:47","modified_gmt":"2025-03-07T16:52:47","slug":"sustainability-narratives-what-works-and-what-doesnt","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/sustainability-narratives-what-works-and-what-doesnt\/","title":{"rendered":"Sustainability narratives \u2013 what works and what doesn\u2019t"},"content":{"rendered":"

\u201cWe do so much.\u201d It\u2019s a sentence so many clients tell us when we begin a sustainability reporting<\/a> project. And it\u2019s a sentence that carries with it a sense of pride \u2013 but also the propensity to overwhelm.<\/p>\n

\u2018Sustainability\u2019 is often viewed as a single business area, but in reality it\u2019s an all-encompassing topic that touches almost every part of a business. And while a sustainability report or dedicated section on a website is a chance to bring all this work together, covering all the different elements can read like a list of unrelated activities that underplays the strategic thinking behind your efforts.<\/p>\n

To build credibility in your sustainability strategy<\/a>, it\u2019s important to take the time to shape a story that makes sense. One that explains what you want to achieve and why, and that helps to win buy-in from stakeholders by linking your activities to your company\u2019s vision, mission and values.<\/p>\n

The green light \u2013 what works in sustainability narratives<\/h2>\n

When we\u2019re helping clients pin down their efforts through a sustainability narrative, there are some essential ingredients that we\u2019re always looking to get right.<\/p>\n

Set up the structure<\/h4>\n

Sustainability efforts can often feel too far reaching and complex to set out in a clear, simple way, so creating structure is vital for clarity. The aim is to explain why you\u2019ve prioritised certain activities.<\/p>\n

If you have a materiality matrix (which sets out the topics that are most important to your stakeholders and business success), you can use this to highlight your priorities. Or you can group activities into categories to show how goals are interlinked and contribute to the bigger picture.<\/p>\n

It\u2019s helpful to include visuals to present the strategy in an uncluttered way. In doing so, your written content can go into more detail on explaining your strategic thinking and demonstrating impact.<\/p>\n

Add evidence and metrics<\/h4>\n

Even the most trusting of readers won\u2019t always simply take your word for it. Including targets and clear metrics to demonstrate progress (or even a setback) will show you are taking accountability for your sustainability ambitions. Graphs and infographics can present the numbers clearly and help you engage with audiences who aren\u2019t big readers. Alternatively, if your progress isn\u2019t numbers driven then case studies can be an effective way to convey meaningful impact.<\/p>\n

Find the golden thread<\/h4>\n

A theme that links different activities shows that everything is adding up to a greater whole. De Beers, for example, produces a report titled \u2018Building Forever<\/a>\u2019, telling a story of lasting sustainable impact long beyond diamond discovery.<\/p>\n

The golden thread can also come through in individual reports to tie together a year\u2019s efforts. It could hint at investment, forward-thinking, growth, opportunity \u2013 any sentiment or unifying theme that captures the mood of the year. Marketing brains getting together are brilliant at finding and finessing this theme.<\/p>\n

Expand your reach<\/h4>\n

A single document, typically a report, brings everything into one place. But it may not be the only place that people are looking for information on your sustainability efforts. By broadening the perimeters of your sustainability communications, you\u2019ll be able to reach more stakeholders.<\/p>\n

For instance, a sustainability narrative is an effective way of outlining your vision in a digestible way. By bringing the key pillars of your sustainability strategy together under a coherent statement, you can convey the most important information about your work in just a few sentences, making it ideal for your corporate and sustainability websites.<\/p>\n

Lifting stories from the report onto the website or to social media is another simple way of telling more people about the work you\u2019re doing. Regular news updates published across multiple platforms can show you\u2019re constantly working on your efforts before the next report lands.<\/p>\n

We see corporate sites evolving in the years ahead, from a place where select stakeholders can find relevant company information to a platform that engages everyone from customers to colleagues.<\/p>\n

The cautionary tales<\/h2>\n

When so much great work is happening in an organisation, it\u2019s very easy for a sustainability narrative to feel grandiose or sentimental. After all, businesses invest a great deal of resources into these efforts \u2013 why wouldn\u2019t they want to present them in their best light? But the danger of too much glitter is that people question whether it\u2019s covering up for a not-so-golden truth.<\/p>\n

Watch out for greenwashing<\/h4>\n

And for overclaiming or overstating the truth. Clear language, owning up to challenges and transparent metrics can help you to stay honest \u2013 and nothing instils trust like honesty.<\/p>\n

Know the boundaries of a report<\/h4>\n

Trying to squeeze too much into one document can make it unwieldy for a reader (and to manage rounds of internal review!). It\u2019s fine to link to more details elsewhere online.<\/p>\n

Keep it concise<\/h4>\n

Not all of your efforts will fall neatly into a pillar or theme and trying to make it all fit risks diluting the clarity of your narrative. Exercise discipline to make sure it makes sense to your audience and not just internal teams.<\/p>\n

Move away from the clich\u00e9s<\/h4>\n

When a topic is difficult to explain, there\u2019s a tendency to lean into language that\u2019s familiar to us. But using overused phrases and buzzwords can undermine the credibility of your work. Allow time for a ruthless edit to keep your narrative authentic.<\/p>\n

Get support to get it right<\/h4>\n

An external perspective can offer invaluable guidance for helping your sustainability narrative land well. They can bring insights on your different stakeholders\u2019 perspectives and highlight where more clarity is needed. An expert can also share best practice in sustainability narratives so that yours stands up to well to the competition and diverts your content away from the clich\u00e9s.<\/p>\n

 <\/p>\n

Want to talk to the experts? Get in touch<\/a> with our team today.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cWe do so much.\u201d It\u2019s a sentence so many clients tell us when we begin a sustainability reporting project. And it\u2019s a sentence that carries with it a sense of pride \u2013 but also the propensity to overwhelm. \u2018Sustainability\u2019 is often viewed as a single business area, but in reality it\u2019s an all-encompassing topic that […]<\/p>\n","protected":false},"author":2,"featured_media":69430,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[322],"tags":[446],"class_list":["post-69961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability-report-writing-us","tag-sustainability-us"],"acf":[],"yoast_head":"\nSustainability narratives \u2013 what works and what doesn\u2019t - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"To build credibility in your sustainability strategy, it\u2019s important to take the time to shape a story that makes sense. 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