INSIGHT

Communicating sustainability is a challenge for organizations and companies. Often, however, the risk is to be far too technical. The solution? To think circularly and strategize for inclusion and not exclusion.

CSR reports, if they’re only read by 0.25% of Italians, may not be useful tools. But they can’t be done away with. And so, these strategic documents need to be re-envisioned in a way that integrates facts with thoughtfulness, emotion and passion to help reach broader audiences.

IDEA

For the San Pellegrino Group, Edelman developed their 2018 CSR report with a website dedicated to the company's purpose and its brands, born from the Group's need to tell strategies and actions for the Creation of Shared Value, in favour of the communities and territories in which it operates. The CSR Report and company page both represent a journey through the Sanpellegrino Group's life cycle, starting from the sources and the territory, with production and bottling, continuing with logistics and transport, and arriving at consumption and closing with the reuse of packaging. To better illustrate this, Edelman developed a reporting model that is consistent with the platform, content and target audience.

Edelman also developed a dedicated LinkedIn page to generate interactive feedback; the perfect place to share accessible content with experts and non; a constant, real-time update of Sanpellegrino’s own journey built with the contribution of engaged internal and external stakeholders. The posts thus become the core of the annual CSR report, which is then transformed into a website. To then reignite the process. Step by step.