A majority of companies, 98%, provide an overview of their sustainability strategy, and 85% go further by outlining their key priorities for action. However, fewer companies, 59%, take the additional step of illustrating their progress through articles or case studies that showcase real-life examples of their strategy in practice. This gap highlights an opportunity for companies to enhance transparency and credibility by integrating storytelling into their sustainability communications.
Providing tangible examples is particularly valuable for investors and other stakeholders. In Comprend’s Capital Market Survey 2024, 84% of respondents identified real-world case studies as an important factor in evaluating a company’s sustainability efforts. This preference reflects a broader demand for authenticity and measurable impact rather than high-level commitments alone.
Case studies and storytelling allow companies to bridge the gap between strategy and action, demonstrating how their commitments translate into meaningful outcomes. Whether through project-specific narratives or supply chain improvements, such examples provide stakeholders with concrete evidence of progress. This approach can also help build trust, as it moves sustainability communications beyond abstract targets and towards verifiable impact.
Arcadis describe their projects related to climate resilience and sustainability with visuals, data and stories to engage their audience and effectively communicate examples of their sustainability approach.
of comanies asked provide an overview of their sustainability strategy
go further by outlining their key priorities for action
of comanies asked describe how ESG considerations influence decision-making and corporate direction
of stakeholders consider it important to understand how ESG factors shape corporate strategy
Beyond outlining a sustainability strategy, many companies go further by explaining how integrating environmental, social, and governance (ESG) factors relates to their broader business strategy – 91% clearly describe how ESG considerations influence decision-making and corporate direction. Husqvarna is one of these companies, as they describe sustainability focus areas that integrate into their business strategy.
This alignment is valued by stakeholders, with 85% considering it important to understand how ESG factors shape corporate strategy. Investors, analysts, and other key audiences expect companies to demonstrate that sustainability is embedded in their operations rather than treated as a separate initiative. A clear connection between sustainability and business strategy strengthens credibility and helps companies meet growing expectations for transparency and accountability.
While companies generally perform well in communicating environmental sustainability, the focus on social sustainability lags significantly. For example, 74% of companies present environmental targets in measurable terms extending to at least 2024, but only 47% do so for social sustainability. This gap suggests that social issues, such as diversity, equity, and inclusion, are receiving less attention by being communicated less effectively.
This disparity is further evident in how the companies report on past target achievements. While 31% of companies report on past environmental targets, only 20% do so for past social targets. These figures indicate a need for companies to prioritise and measure social sustainability initiatives more robustly to keep pace with stakeholder expectations. Interestingly, when asked to rank the importance of sustainability data, stakeholders place a high value on both fields, with 88% prioritising social sustainability data and 86% valuing environmental data. This reinforces the need for companies to balance their focus and reporting efforts across both dimensions.
Assa Abloy is one of the companies that provide website visitors with a comprehensive social sustainability section, including past targets and data.
stakeholders place a high value on social sustainability data
of companies present social sustainability targets in measurable terms
of stakeholders consider it important to include leadership quotes
of companies include a quote from their CEO, Head of Sustainability or another senior executive
Despite the importance of leadership engagement in corporate communications, few companies integrate executive perspectives into their sustainability messaging. Only 32% include a quote from their CEO, Head of Sustainability, or another senior executive, and just 9% fully meet the Webranking criterion for complementing their business strategy with executive commentary. This is notable given that stakeholder expectations point in the opposite direction.
According to Comprend’s Capital Market Survey 2024, 69% of respondents consider it important to include leadership quotes in sustainability strategy presentations, while 75% value them in the context of broader business strategy. A statement from the CEO or Head of Sustainability can provide clarity on long-term goals, reinforce accountability, and build trust among investors and other stakeholders.
A good example of this are Intesa Sanpaolo, since they include a quote from their Chief Sustainability Officer, which reinforces their strategy.
83%
of companies consider summaries of both code of conduct, however only
35%
of companies provide an online summary of their code of conduct
Providing clear, accessible summaries of key corporate policies is valuable for creating transparency and trust. This is evident when researching stakeholders (including journalists, investors, and analysts) who prioritise easily accessible information to assess a company's commitment to ethical business practices.
According to our Webranking research, 83% consider summaries of both the code of conduct and anti-corruption policy important. However, only 35% of companies provide an online summary of their code of conduct, and just 33% offer a summary of their anti-corruption policy. By making these policies available online, companies can both demonstrate accountability and, at the same time, present information in more accessible formats.
Unicredit summarise their policies in an online format and also offers the complete documents in PDF.
Strengthening sustainability communication requires a strategic approach that aligns with stakeholder expectations. We can support companies in bridging communication gaps, from enhancing storytelling with real-world examples to integrating leadership voices and balancing environmental and social sustainability communication. We help companies improve their digital presence with data-driven insights and tailored recommendations, ensuring transparency and engagement.