I’ve been writing and reviewing ESG and sustainability reports since 2018, and let me tell you: most ESG reports read like they were written by a robot trying to win an award for most industry jargon or corporate buzzword in a single sentence.
Phrases such as “commitment to sustainable stakeholder value creation” or “empowering inclusive ecosystems” might sound impressive at first (even if you can’t fully grasp what they mean!). But once you spot these phrases across different reports, they all start to mix together and disappear into some kind of corporate “word salad.”
The problem isn’t the intention behind these reports. Many companies genuinely want to make a positive impact on the world and stay transparent about the reality of their sustainability journeys. However, the way some ESG reports are written and presented sometimes betrays the good intentions behind them.
Far too often, ESG reports are overly complex, difficult to read, and laden with abstract language. They might tick the necessary regulatory boxes, but they rarely inspire confidence or engagement. Worse, they risk coming across as greenwashing if they lack concrete evidence, clarity, or story.
That’s where content design and storytelling come in. While I’ve seen firsthand how even well-intentioned reports can fall flat, I’ve also seen what works.
What we’ve learned from writing ESG reports
I’ve written ESG reports for companies in highly regulated, high-impact industries, including consulting, renewable energy, mining, and oil and gas, among others. In some cases, our job was to make a 150-page report more engaging and skimmable for investors. In others, it was to help a traditional industrial company modernise its brand voice through its sustainability storytelling.
One professional services firm, for instance, required our assistance in translating highly technical, framework-based disclosures into more accessible language. We employed storytelling techniques to create mini-case studies that showcased their real-world impact, without sacrificing technical details.
In another case, we collaborated with an energy and lubricants brand that sought to refresh its inaugural ESG report to better reflect its increasing commitment to sustainability. Beyond rewording their achievements, we overhauled the report structure, made it modular for web-first viewing, and added graphic elements that highlighted data points and key performance indicators (KPIs).
In both instances, the result wasn’t just a better-looking document but a more credible and engaging story.
Storytelling frameworks that work for ESG content
You don’t need to stretch the facts or abandon ESG standards to tell a good story. In fact, ESG reporting frameworks, such as the Global Reporting Initiative (GRI), Integrated Reporting (IR), and Science-Based Targets Initiative (SBTi), offer a solid foundation for storytelling. You just need to connect the dots. For example:
The next step is to translate these frameworks into a method for creating a structured, easy-to-follow narrative, paired with effective information design.
1. Define your storyline using the “goal-action-impact” structure.
Every ESG report should have a core message and a clear storyline: a beginning (your goals), middle (your actions), and end (your impact). This helps readers understand what you did and why it matters.
Ask yourself: What’s the key theme or transformation in your report? It could be a recent shift in strategy, such as embedding sustainability into your procurement process, or a key milestone, like achieving net-zero emissions across your operations. One consulting agency we worked with sought to highlight their company’s cultural shift from a focus on regulatory compliance to climate leadership.
2. Highlight human stories through interviews and the “problem-action-result” structure.
Data is essential, but it’s the human impact that leaves a mark. Highlight how your ESG initiatives affect real people, communities, and employees.
To enrich your human stories, make it a habit to interview team members or community partners involved in your ESG initiatives. Share testimonials, quotes, or short case studies to bring your impact to life. Include photos or QR codes that link to visual content, such as videos and interactive data visualisations.
3. Use thematic framing, not checklist reporting.
Instead of presenting your achievements as a compliance checklist, group your ESG content around big-picture themes or “content buckets” that reflect your strategy. For example, you might have themes on climate action, inclusive growth, responsible sourcing, and innovation.
Create dedicated sections for each theme, then link them back to their corresponding ESG framework elements (e.g., GRI Standards or SBTi indicators). As a visual shorthand, use theme-based icons, colours, and navigation panels to help guide your readers along.
Thematic frames in KPMG Singapore’s 2024 Impact Plan report: Governance, People, Planet, Prosperity
These thematic frames help your readers make sense of the report. They also add cohesion to your narrative, especially when ESG efforts span multiple business units.
4. Connect your ESG narrative to business strategy and value creation.
It’s not enough to say you’ve taken action. Stakeholders want to see how your ESG efforts align with your overall business strategy and create value. The Integrated Reporting (IR) framework, for one, emphasises the interconnectedness of various aspects of your business and how they influence value creation.
Use visuals such as flowcharts, infographics, or annotated models to establish these interconnections. A visual strategy map or timeline can illustrate how initiatives align with business goals. Include short explainers on how you integrate ESG into decision-making, such as product development, supply chain, or human resources.
Tailor your ESG content for different audiences
Not everyone reads an ESG report the same way, so a one-size-fits-all approach can miss the mark for your key stakeholders. Keep these in mind:
- Investors want to see material risk disclosures, forward-looking strategy, and quantifiable impact. They value transparency and comparability, so it’s best to align with established reporting frameworks and key performance indicators (KPIs).
- Employees want to know how your ESG commitments impact their work, well-being, and career prospects. Use storytelling to spotlight internal champions and real-world examples of culture change.
- Media and public audiences look for credibility, simplicity, and clarity. Write clear headlines and frontload data-backed claims that are easy to share with the press or on social media.
For example:
- A summary landing page with downloadable assets
- A highlights reel with your top 10 achievements
- A deeper dive for analysts and regulators
Rethinking ESG writing as content marketing
More than a compliance exercise, ESG report writing is also a way to build consumer trust, show your industry leadership, and differentiate your brand. As such, treat your ESG content with the same care you would any public-facing brand message—with clarity, strategy, and an eye for your readers’ experience.
At With Content, we’re helping enterprises across Asia Pacific move beyond cookie-cutter ESG reports. Whether it’s shaping your core narrative or designing for different audiences, we’re here to help! Contact us for a quick, free consultation.
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