In a survey conducted by BBC Global News, 80% of people agree that clearly demonstrating a commitment to sustainability adds value to a brand. An impact report has the potential to be a brand’s most powerful piece of communication, yet many become dull and dry. Impact reports can often feel like a tick-box exercise that doesn’t engage anyone. We think this is a massive shame, as a big challenge in sustainability is getting people to care and take action.
In this blog, we ask what makes a good impact report. We caught up with our Sustainability Strategist Jo Balchin and Senior Creative, who shared their insight on the importance of impact reports and tips on creating yours.
What is an Impact report?
Simply put, an impact report is what it says it is: a report detailing your business’s impact on people and the planet. Some reports include financial reporting as well. It can be anything from a punchy one-pager to a more in-depth 30+ pager, depending on the organisation’s size and where they are on their sustainability journey.
In our opinion, all businesses should report their impact. Why? Two reasons: it proves that the business is doing something about sustainability and makes companies consider their actions.
Businesses should create impact reports annually to identify and measure impact, build plans, and take action.
A page from Bristol Beer Factory‘s recent Impact Report
What makes a good impact report?
Looks good, sounds good, does good
If you want people to read your impact report, you have to give them a reason to. Whether you write the report with personality, design it in a way where the information is digestible, or use gorgeous imagery that connects with the audience. On top of this, the actual content has to be good, and by good, we mean real, tangible, and substantiated so that the readers can get behind your brand and support it.
Give it the time and money it deserves
As mentioned above, great reports are well-considered from a design, messaging, and content perspective. Reports take time and effort to gather all the information and build a cohesive story. It also requires a budget.
Teamwork makes the best work
No person is an island, and no person creating a report should be stranded to take on this mammoth task alone. Build a team internally that brings different skills and expertise. Consider partnering with external people who understand you but can also challenge you.
Build it from the roots of your business
Root your sustainability actions from the roots of your business, building it from the reason you exist as a business.
Balance simplicity and detail
Sustainability can be complex, but a great impact report should be simple and accessible. Be creative and strategic in its design to ensure that information is clear and easy to understand. For example, data visualisation helps readers digest.
Have the courage to be candid
True growth only happens when you get out of your comfort zone. The mission and vision of a business should be included within the first few pages of an impact report. If you are committed to these pledges, truthfulness should take centre stage. Sharing your achievements, failures and ambitions with honesty shows that you are willing to be held accountable for your impact. Not only does it create a precedent for others in your industry, but it also aligns with your values and grows your reputation. Let’s do good for the planet and push the boundaries of the industry!
A page from QSRP‘s recent Impact Report
Make it more than just a report
In an impact report, there is so much brilliant stuff about what a business is doing. Yet, often, the report is only read in depth by a few people and then sits on a company’s website, metaphorically gathering dust. But what if it was considered more than just a report? What if you use it as a toolkit for your communications, using pieces of it as multimedia communications across different channels throughout the year? Well, it becomes a masterclass in communicating your purpose to the world.
A page from Targus‘s recent Impact Report
Make it more than just a report
In an impact report, there is so much brilliant stuff about what a business does. Yet, often, the report is only read in depth by a few people and then sits on a company’s website, metaphorically gathering dust. But what if it was considered more than just a report? What if you use it as a toolkit for your communications, using pieces of it as multimedia communications across different channels throughout the year? Well, it becomes a masterclass in communicating your purpose to the world.
We caught up with Senior Designer Eva Gilder-Hodgson and Sustainability Strategist Jo Balchin on why your Impact Report is important and how it can be used as a tool for communicating your commitments to your social and environmental goals. Check out the video below.
Are you thinking of creating an impact report? Our team of creatives and strategists at Enviral are here to help. Feel free to reach out to Jo, our Sustainability Strategist, who helps businesses build engaging and credible sustainability strategies, communicating their impact beyond just a report. All you need to do is email joanne@enviral.co.uk with the subject line ‘Impact Report 2024’, and we’ll be happy to set up a call. We look forward to hearing from you!