Green and not heard?

“I can’t wait to read this year’s ESG report!”

Said no one. Ever.

It’s an unfortunate reality that most ESG reports feel like a waiting room: sterile, functional, and endured rather than enjoyed. Thousands spent on data and design, all for a document that often lives and dies in the ‘Downloads’ folder.

But ESG isn’t just compliance. It’s communication. And if the words don't work, the impact doesn't land.

1.     Be brief

A recent Harvard Law study shows that the average ESG report has ballooned to 83 pages – up 20% in just four years. As in most modern communication, brevity is undervalued. Ask yourself: what's the one thing you want a reader to walk away with? Then focus your efforts there.

1.     Be honest

Readers are sophisticated. Acknowledging what you haven't achieved yet, alongside what you have, might feel counterintuitive. But authenticity builds far more trust than a string of polished pledges. (And it’s certainly a better alternative to greenwashing.)

2.     Be specific

Don't claim it. Show it. Vague, values-heavy language might signal intent, but it doesn’t tell anyone about real impact. What changed? Where? By how much? Concrete examples carry weight in a way general claims never quite do.

3.     Be human

People respond to people, not corporations. Behind every data point are real employees, suppliers and customers. Let them tell the story of the decision and the change. One well-chosen case study does more heavy lifting than five pages of KPIs. The same goes for language – keeping it conversational will add authenticity.

4.     Be consistent

The CEO message is often the most considered part of an ESG report. The trouble is, it shows. When the tone shifts to corporate-speak on page two, there’s often a real disconnect. Not just in credibility, but your reader’s interest.

We're a B Corp with a specialism in ESG copywriting – which means we care about getting this right. If your reporting could be working harder for you, we'd love to help