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.
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.
This process is called EPIC, an acronym that stands for:
- Evocative: using images and video that appeals to the decision-making part of the brain.
- Proximity: leveraging information close to the common person’s daily experience and routine.
- Indicator: sharing clear and objective data and other figures.
- Co-creation: incentivizing citizens to take on actions with tangible results.
In the first year, the LinkedIn page primarily grew organically and has been able to involve the network, achieving an engagement rate of over 5% through 3,450 followers and 2,600 average views per content. By the end of 2019, the page had grown even further with over 4,000 followers and an average engagement per post increased to 7%.
- 2019 Assorel Prize Awards, "Best Innovative Sustainability Report"