People don’t read corporate sustainability reports because they are not a good communications mechanism.
That much should be obvious by now.
We all know this to be true.
CSR/Sustainability reports are for internal purposes almost exclusively.
They should sit on the web as an accountability tool, open to everyone.
But mailing them to stakeholders is pointless.
Because we have newspapers, real reports and books to read.
We don’t have time to be engaged in 25-50 pages of PR.
So why do companies still mail them out?
Laziness. Lack of resources, lack of innovation.
Today I threw another three reports in the recycling bin without even opening them.
If companies can’t be bothered to engage us as intelligent, time-poor readers, then why should we even open the envelopes?
The future is not mailing out CSR reports.
The future is tailoring clever, credible communications to different stakeholder groups.
This has been discussed for years, so why do only a few companies actually do it?
Did I miss a meeting?