What should you do once you hit publish?

This week, we want to talk about what happens once you hit publish and your sustainability report is live. The data is validated, the design is slick, and everyone has signed off. But if you think your job is done when the report hits the website, think again.

Reports don’t speak for themselves. You need to socialize them strategically and relentlessly. Here are 4 ideas to do so:

1. Distill it down to digestible content. Your 100-page report won’t go viral, but your highlights might. Create short-form content that resonates (videos, posts for social media, infographics, factsheets). These materials should take less than 5 minutes to go through.
2. Align the message with your equity story. Weave ESG highlights into earnings scripts, roadshows, and all your IR materials. Discuss metrics that link sustainability to financial performance and risk mitigation often. Train your spokespeople to connect sustainability to market outcomes.
3. Equip your C-suite with 1-pagers to speak confidently about the report. Offer FAQs once feedback is received through any channel.
4. Measure your impact to see what is working. Track IR site downloads, media coverage, social media likes and shares, investor questions, internal questions. Then you can iterate what worked best.

Bottom line? Publishing is the starting line, not the finish. If you want your report to drive investor confidence, stakeholder trust, and long-term positioning, make sure it lives beyond the launch.

Let’s take a look at some good examples we’ve come across from around the world…

• Apple. It is not new, but in 1 year this video has been watched 5.4 million times. This had to make the list. And to show it is not a one hit wonder, this other video on their carbon neutral commitment is also great.
• Nestlé is also an amazing communicator. Check out their social media pages to find very summarized position content and testimonials. All in simple language that is easily understood by all stakeholders.
• Johnson & Johnson has a very good reporting hub, including a chart generator and a video with key data they want to share.
• Nike. Another great website with punchy data and their famous video with their Bloom over Doom motto. They take this a step further offering resources for consumers directly (calling for recycling and donations).

As you can see, all these companies approach the topic very differently. Yet, all of them are quite effective, we think. The question is: how can you extend the shelf life of your own report’s data and insights?

I hope you found this interesting. As usual, if there is anything we can help you with, or if there is an ESG topic you would like to know more about, please let us know.

Best,

Marimar

CEO, Miranda ESG