Once the targets and KPIs are defined through a double materiality analysis, we start working on a sustainable narrative; i.e. the main storyline of the CSRD report. We do so during a workshop, where we take a close look at the sustainability objectives and broader communication goals. At this stage, it is best to include both your sustainability manager and your communications manager.
Together, we determine which audience(s) we want to reach: Banks and investors? Customers? Suppliers? Future employees? And what do these people want to know? We decide on a main theme based on the target groups and communication objectives. Depending on that storyline, we select the people to whom centre stage is given, and which projects to highlight. Will there be a quote from the board members or from the people on the work floor? Do we talk about the new water treatment plant or about that project on preventing food waste?
By pinning down your sustainable narrative at this early stage, everyone heads in the same direction throughout the process. That allows editors and graphic designers to work in a more focused way. Moreover, the narrative determines how we market the report when it is published. The sustainable narrative sets the stage for communication about the report: highlights, extra blog posts, etc., all with the aim of attracting more readers. After all, finalising your sustainability strategy is a huge achievement, one that you are allowed to celebrate and broadcast widely!
