With 94% of investors reporting to PWC in 2024 that they suspect sustainability reports are in part misleading or false, there is a shortage of trust. And in the absence of trust, businesses that are genuinely pushing hard with sustainability initiatives are not getting credit. And their incentive dwindles. And policymakers step back. And our long-term imperatives go unanswered.

So how do we make people believe in – and value - the work companies are pushing ahead for the sake of people and the planet? First, think about credibility of the comms. The credibility of the reporting always relies on two factors: data and demonstrable adherence to strict standards. 

The standards are coming/have come. The reporting rigour of finance teams has never been in question because of the age-old assurance practices – the auditors keep them honest. So, its good news that CFOs are now taking on the new demands of reporting ESG progress as new requirements are imposed from UK, EU and US authorities. And data collection and processing are being ramped up by a range of new platforms and heavyweight professional advisors. 

So, with the data and standards in place, what could be the problem with convincing stakeholders about credibility? We argue it’s an absence of awareness and appreciation of the data and the rigour of how things are being done. 

The fact is most stakeholders find it all rather impenetrable: 100 page sustainability reports and a mountain of metrics don’t make our sustainability story accessible.

So, this is a communications challenge – a task in telling people clearly the full facts, and nothing more - or less - than the full facts. For this our comms must achieve data density. The metrics that matter. The sources set out. The comparisons made clear. Further examination and exploration of the evidence easily available.

But that’s not enough. We need people to care about the evidence, about the progress.

And for that we need compelling story-telling. Not dry reports that no one wants to read. For this comms must achieve emotional intensity. In a video age, we must meet expectations of quality content. That means delivering arcs of imagery and information that build belief, and go beyond belief: we must secure the support of our stakeholders by showing them the values in action in a way that makes them emotionally engaged. 

We need data density AND emotional intensity.

The trick is to strike the balance. Too heavy on the data and we lose attention. Too light and we lose credibility. All story and no substantiation, and we stray into greenwashing. 

Success depends on the right blend of experts, a record of experience, and regular testing exercises.