Completing a sustainability report is usually the culmination of months of work across an organisation. It requires the collection and assessment of information across areas such as waste management, water and energy consumption, emissions and social performance. Depending on the size of the organisation, this process may involve several departments and require considerable time to gather, verify and interpret the information.
The final report provides an important account of sustainability performance and allows the company to demonstrate progress against its commitments, and compare performance with previous years. Therefore, it can identify areas where performance has not progressed as expected and where further work is required. Once the report has been published, there is an opportunity to communicate these findings more widely.
The level of detail in a typical sustainability report is valuable for annual reporting purposes, but different stakeholders have different information needs. For example, employees may want to understand what the results mean for the company’s priorities in the coming year, while customers or business partners may be interested in progress against particular environmental commitments.
A communication programme following publication can make the findings more accessible to these different audiences.
Communicating the results internally
Employees would have most likely contributed directly or indirectly to the performance documented in a sustainability report. They may have also supplied information during the reporting process or participated in initiatives that influenced the results.
An internal newsletter provides an opportunity to report back to employees on what the company has achieved during the year and where improvement is still required. It can explain the most important findings and introduce the sustainability priorities for the next reporting period.
This communication should include areas of weaker performance. If water consumption has increased, for instance, employees should understand the reasons and what the company intends to do in response. This gives departments a better understanding of how their activities relate to sustainability objectives and where their contribution will be required during the coming year.
Providing an accessible summary for external stakeholders
Customers and suppliers might be interested in the company’s sustainability performance without requiring the level of detail contained in the complete report. An external newsletter can provide a concise account of the reporting period, highlighting the findings that are most relevant to these audiences and providing a link to the full report.
The newsletter can also provide important context around the figures. A reduction in energy consumption, for example, becomes more useful when stakeholders understand what contributed to it and whether the improvement forms part of a longer-term objective. The newsletter can therefore help stakeholders understand the company’s progress while allowing those who require more detailed information to consult the full report.
Hearing directly from leadership
Sustainability performance should also be communicated directly by company leadership. A message from the CEO or Chief Sustainability Officer can provide management’s perspective on the results and priorities for the coming year.
Video and other multimedia formats can make this message more accessible, particularly for stakeholders who are unlikely to engage with a lengthy report. Visuals, key figures and short explanations can be used to communicate the main findings while giving leadership a direct way to explain what the results mean for the company and its sustainability priorities.
Providing context through the media
An official media statement can highlight key findings and connect them to the company’s sustainability strategy and longer-term commitments. It also gives journalists a summary of the results. Importantly, it allows the company to explain the significance of its performance within the wider environmental, social and governance landscape relevant to the industry in which it operates. This can support more informed media coverage and contribute to broader conversations about sustainability within the company’s sector.
Keep the report working
A sustainability report captures a year of performance, but much of its value lies in what the company does with that information afterwards. The findings can inform conversations with employees, provide stakeholders with a better understanding of progress and keep sustainability priorities present throughout the year. When companies plan how the findings will be communicated after publication, the report can continue to inform stakeholder communication throughout the year and provide a reference point as the company works towards its sustainability objectives.
Keen to find out how our team can support you in communicating your sustainability performance? Get in touch with us: info@susco.co.za