With scrutiny over corporate sustainability information on the rise and stakeholder expectations rapidly shifting, companies are facing unprecedented challenges to communicate their efforts effectively, honestly and accurately. Download our guide where we’ve analysed some of the world’s leading businesses to uncover the key trends in digital sustainability communications today.

As sustainability communications are increasingly diverging into compliance-focused content and story-driven narrative, led by regulations such as the Corporate Sustainability Reporting Directive (CSRD), organisations are looking to their digital channels to reimagine how they build engagement and strengthen storytelling. What’s more, with ‘digital native’ generations wielding more consumer and business buying power, effective use of digital channels, like websites and social media, are increasingly essential to remain relevant, credible and impactful.

Digging into digital: Key findings from our research

To assess how well digital platforms are being used to drive audience connection around sustainability, we’ve analysed the website and social media channels of 100 of the largest companies in North America and Europe by market capitalisation and uncovered several key themes.

Sustainability remains a cornerstone of corporate communications

Organisations are dedicating prominent space to sustainability on their websites, reflecting its critical importance in building trust with stakeholders. This often includes expansive sustainability sections or standalone reporting microsites, with sustainability featured within the main navigation.

Key findings

Of the largest companies in North America and Europe:

100% have a dedicated sustainability section on their website

96% reported on sustainability in the last two years

82% have multiple web pages dedicated to sustainability

78% of sustainability pages/sections can be reached from the main website navigation

How to get it right

• Create a dedicated sustainability hub.
• Integrate sustainability throughout your website.
• Communicate on sustainability across channels.

Tailored communications for diverse audiences

By leveraging a mix of digital channels and incorporating digital elements such as interactivity, video and animation, most of the companies we reviewed have fine-tuned their sustainability communications to engage a wide spectrum of audiences, from casual skim-readers to in-depth topic experts.

Key findings

Of the largest companies in North America and Europe:

60% incorporate digital elements like video, animation or interactivity into their website sustainability communications

74% posted sustainability content on their corporate LinkedIn channel in the last 12 months

How to get it right

• Plan content around audience needs.
• Take advantage of different digital elements.
• Design a clear structure and intuitive navigation.

From words to action

While every surveyed company has at least one page dedicated to sustainability on its website, this doesn’t always ensure clear communication of strategy and commitments. To be seen as credible and avoid greenwashing pitfalls, companies must focus on telling an honest sustainability story, backed up by a robust strategy with credible data and evidence.

Key findings

Of the largest companies in North America and Europe:

93% have outlined their sustainability strategy on their websites, 66% in detail

How to get it right

• Set a robust strategy with clear, quantifiable goals and share progress against them.
• Acknowledge challenges and limitations to progress.
• Make progress updates accessible.

There’s no ‘one size fits all’ to impactful storytelling

In very different ways, over half of our surveyed companies are stepping beyond the data, connecting with digital audiences on a human level through powerful language and visuals.

Key findings

Of the largest companies in North America and Europe:

67% have published sustainability-related thought leadership content on their websites in the last 12 months

54% have utilised storytelling techniques, such as case studies or testimonials, in their sustainability website content

How to get it right

• Humanise the sustainability journey.
• Showcase tangible impact.
• Take advantage of your visual content.

In web accessibility, there’s still room for improvement

Sustainability content should be designed to ensure everyone, whoever and wherever they are, can access, understand and engage with it. Yet many of our surveyed company websites lack an accessibility statement.

Key findings

Of the largest companies in North America and Europe:

42% published no digital accessibility statement

35% specify the aim for WCAG AA according to their accessibility statements

How to get it right

• Embed accessibility in your digital strategy.
• Create an honest and transparent accessibility statement.
• Start small and grow.

Digital communications reimagined

As sustainability communications evolve, global organisations are rethinking how they use their online platforms to engage key audiences. Even in the face of shifting political landscapes, sustainability has remained a cornerstone of corporate messaging for major companies across North America and Europe. Yet, despite these advances, there’s still opportunity for strengthened sustainability communications that meet increasingly high expectations.

If you’re looking to elevate your sustainability communications and harness the full power of digital platforms, we’d love to support you on that journey. Contact us at info@flag.co.uk to learn more.