Sustainability Reporting Enhances Brand Reputation - New Report
Thursday, 22nd May 2008 at 2:07 pm
Sustainability reporting enhances brand reputation according to a new survey released by the Global Reporting Initiative (GRI)
Ninety percent of people who read sustainability reports agreed that their views of a company had been influenced by the report – of these, 85% reported a more positive perception of the company.
Count me in: The readers’ take on sustainability reporting, commissioned by GRI and
undertaken by KPMG Netherlands and UK-based SustainAbility, finds that publishing information on sustainability performance has a strong positive impact on readers’ perceptions of a company and adds value to the brand.
The report is based on the findings of the largest-ever global survey of the readers and non-readers of sustainability reports and providing insight into their views and opinions including, if, how and why they are using reports.
Wim Bartels of KPMG Sustainability, who along with Judy Kuszewski of London-based SustainAbility authored the report, said they found the clarity and consistency of these findings surprising. They suggest that not only do audiences for sustainability information exist, but that they are keen to understand and are open to being influenced by reports.
Bartels adds that most surprisingly, readers’ opinions were generally consistent across all groups.
Respondents, who identified themselves as individuals or members of the business, Not for Profits, and investment communities all agreed on the elements that should be presented in a report.
Readers cited that a company’s ability to establish a link between its sustainability strategy and its overall business strategy in the report of top importance.
Readers viewed adherence to sustainability reporting standards and telling a balanced story – reporting on the good and the not-so-good news – as vital to building trust and credibility.
Ernst Ligteringen, Chief Executive of the Global Reporting Initiative says as more companies use sustainability reporting to provide information on how they are responding to pressing concerns like climate change and supply chain issues, it’s important for companies to create these reports with the readers in mind.
Count me in: The readers’ take on sustainability reporting, was released at the GRI Amsterdam Global Conference on Sustainability and Transparency.
For a copy of the report, visit: www.globalreporting.org/Survey