Effective investor relations communication: insights from Webranking 2024-2025

Key findings

• Strong communication of business goals and strategies: 90% of companies present their overall business goals, and 77% outline their strategies, but only 55% provide specific execution steps.
• Limited leadership communication: Only 9% of companies include a CEO or executive quote alongside their strategy, missing an opportunity to reinforce credibility.
• Gaps in market trend analysis: While 62% of companies mention macroeconomic trends, just 22% provide a dedicated, in-depth analysis of market expectations.
• Growing digital access to annual reports: 40% of companies offer an online summary of their latest annual report, but only 7% provide a full online version.
• Weak forward-looking financial disclosures: Only 11% present a market outlook, 17% disclose financial projections, and just 12% provide financial targets with clear execution plans.

Strengths

Clear business goals and strategies

A majority of the ranked companies effectively communicate their overall business goals (90%) and outline their strategies for achieving them (77%). However, fewer companies (55%) provide specific actions detailing how these strategies will be executed.

In an environment where financial markets are shaped by rapid technological advancements, shifting regulatory landscapes, and economic volatility, investors are looking for more than just broad ambitions. They want clear, measurable steps that outline how companies will achieve growth, manage risks, and adapt to market dynamics. Without these details, strategic plans may appear aspirational rather than actionable.

Furthermore, only 9% of companies complement their strategy presentation with a quote from the CEO or another executive. This is a missed opportunity, as leadership perspectives add credibility and reinforce accountability. Investors value direct communication from top executives, particularly when it comes to long-term vision and financial commitments. A well-placed CEO statement can provide context on the company’s strategic direction, market positioning, and confidence in execution.

Givaudan set a strong example by outlining not just their business goals but also the concrete actions to achieve them, supported by executive insights.

Verbund clearly link their vision to concrete actions, market trends, and leadership insights. The information is also complemented by an interactive illustration which illustrates the strategy in a good way.

Online summaries of annual reports

Annual reports are important for investor decision-making, and it is positive that 40% of companies now provide an online summary of their latest report. This reflects a growing recognition of the need for accessible financial information. However, full transparency remains a challenge, as only 7% offer a complete online version. Limited accessibility can hinder engagement, particularly as digital-first investors increasingly rely on online platforms for financial insights.

This aligns with findings from the 2024 Edelman Trust Barometer, which highlights the importance of trustworthy and accessible corporate information in maintaining investor confidence. Expanding access to full reports in a user-friendly format would further enhance transparency and engagement.

Centrica offer a well-designed summary of their annual report, including separate downloads. A quote from the group chief executive is also presented to support the message.

Overview of market and industry trends

Macroeconomic trends and market expectations play a crucial role in investment decisions, as they help investors assess risks, opportunities, and long-term growth potential. While 62% of companies provide at least a brief explanation of these trends, only 22% dedicate a separate section or page to a clear, in-depth analysis. This gap highlights a missed opportunity for companies to strengthen investor confidence by demonstrating their ability to navigate external forces.

Investors are not just looking for broad statements about industry trends - they want well-structured insights that detail how, for example, inflation, interest rates, regulatory changes, supply chain disruptions, and geopolitical factors impact the company's financial performance, competitive positioning and strategic direction.

Lonza clearly explain the external factors and megatrends influencing the business, providing stakeholders with insights into how they adapt their strategy to global challenges and opportunities.

Siemens provide an in-depth analysis of global shifts and their strategic impact, providing clear insights into how technological advancements, demographic changes and sustainability demands shape the company's future direction.

Challenges

Gaps in forward-looking financial and market information

Despite strong communication of strategic goals, many companies provide limited forward-looking financial and market data. Only 11% present a market outlook for 2024, including competition and expected growth rates. Just 17% disclose financial projections for 2024, such as revenue, costs, and profit forecasts - additionally, only 12% present financial targets with clear descriptions of how they plan to achieve them.

Lack of market outlook

Only 11% of companies present a market outlook for 2024, including factors such as competition, growth rates, and industry trends. Without this information, investors are left guessing how external forces - such as economic fluctuations, regulatory changes, and technological disruptions - might impact a company’s operations and strategic positioning. A lack of clarity in market expectations can make it difficult for analysts and stakeholders to evaluate long-term resilience and competitive strength.

SSAB combine a clear analysis of current market conditions with forward-looking insights, giving stakeholders a comprehensive understanding of industry trends and the company’s expectations.

Missing financial targets achievements

While 44% present their financial targets, a mere 12% of companies provide financial targets with clear explanations of how they plan to achieve them. Investors are not just looking for numbers; they want to understand the assumptions, key drivers, and initiatives that will enable a company to reach their financial goals. Without this context, targets may appear aspirational rather than actionable, which could lead to scepticism about a company’s ability to deliver on their promises.

Fortum set a strong example in financial communication by clearly outlining measurable financial targets, tracking progress against these goals, and presenting the information in a structured, accessible format.

Limited financial outlook

Just 17% of companies disclose financial projections for 2024, covering key figures such as revenue growth, cost structure, profitability, and capital expenditures. Without these data points, investors can struggle to assess financial stability, investment potential, and risk management capabilities. Transparent financial forecasts help stakeholders understand whether a company is on track to meet their strategic goals and whether it has the resources to navigate potential challenges.

BASF provide detailed projections, clear assumptions, and a strong link between financial targets and strategy.

Bridging the gap

Providing structured, forward-looking insights - beyond broad strategic statements - can help companies strengthen investor trust and demonstrate their ability to achieve growth, manage costs, and navigate market uncertainties. Transparent financial and market outlooks not only support informed investment decisions but also enhance corporate credibility in an increasingly data-driven business environment.

The Webranking 2024-2025 report highlights best practices and areas for improvement in corporate transparency, offering valuable benchmarks for companies looking to improve their digital corporate communication strategies. By leveraging these insights, companies can identify gaps and enhance the clarity, accessibility, and depth of the information they provide.