Data Reddy: On sustainability reporting

How do you handle a data-driven story? As with any piece of content, the primary message, story structure, and considerations about audience come into play. But data stories beg for visualization. Choosing the right lenses to parse the data, the best order in which to present charts in support of the prose, and the most effective visual format can make the difference between an average and excellent piece. This blog will highlight examples of great data storytelling, along with my thoughts on what makes them work well.

This post discusses issues related to environmental, social, and governance (ESG) data and provides examples of visualizations that shift potentially confusing data out of text and tables into more-accessible charts and illustrations.

 

With the convening of the 28th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP28), held from November 30 to December 12, 2023; the US Securities and Exchange Commission’s (SEC) new mandatory regulation on sustainability reporting; and the ongoing rollout of the EU’s Corporate Sustainability Reporting Directive (CSRD), company leaders are increasingly aware of the need to make—and measure—progress on ESG issues. ESG reporting requires companies to disclose information on an organization’s operations across a broad range of issues, including the climate crisis, DEI (diversity, equity, and inclusion), worker fairness, transparency, stakeholder engagement, and accountability.

The ESG reporting process remains relatively unstructured, with a huge variety in outputs. But it has become a fact of life: two-thirds of respondents to a recent Wall Street Journal survey said their company was disclosing ESG information, up from 56 percent in the prior year. Companies also feel pressure from consumers and investors to be transparent and accountable. Moving beyond spreadsheets and tables, companies will want to draw on well-designed visualizations to share their sustainability stories. Clearly reporting the current state of play and progress against goals will go far in avoiding the appearance of greenwashing.

The remainder of this blog post highlights five visualizations that do a good job of circumventing common issues. In doing so, these visualizations illustrate three important principles for great data storytelling, including that related to ESG: help readers understand the data challenge, simplify complexity, and favor showing over telling.

Help readers understand the data challenge

PwC’s “Building a Sustainable Path to Cleaner ESG data” lays out the challenges US companies may encounter in conforming to SEC rules for climate disclosures. Acknowledging that no one size fits all, the article summarizes potential issues in aggregating data that may come from multiple or unknown sources or that may be subject to human error. Midway through the page is a simple visual guideline describing five steps for ensuring high-quality ESG data. Step-by-step visuals can be helpful when addressing a complex and potentially problematic process. This one provides a high-level structure for leaders who are newly considering their methodology for ESG reporting.

Simplify complexity

One can find a plethora of CSRD timelines online—many containing lengthy, fine-print descriptions dotted with acronyms (EFRAG, ESRS, NFRD). Diving into a lengthy description of the impetus behind the new standards and how they improve on existing regulations is fodder for many an article. But ahead of that dive, readers can benefit from a good visual summary. S&P Global caught my eye for using plain language to explain the CSRD. Pairing the affected categories of companies with the years in which they must comply, the visual is a short and sweet introduction to what is truly a complex rollout.

Show, don’t tell

Organizations will likely reach for tables or spreadsheets to conform with reporting standards. But sharing progress with stakeholders cries out for the support of a good chart. Many corporate ESG reports reach for short data statements (e.g., 30 percent reduction in Scope 1 emissions) in a visual format, bumping up the size of the number for graphic effect. But a little of these goes a long way; too many covering a wide range of contexts encourages a reader to bypass them.

Charting the current status, what’s at play, and what needs to change is a more engaging approach. In Apple’s 2022 Environmental Progress Report, a segmented column chart (page 13) delivers a comprehensive picture of both corporate- and product-related carbon emissions, along with a further elucidation of Scope 1, 2, and 3 emissions (see Figure 1). This kind of information is too often conveyed in lengthy prose. Apple’s chart, in contrast, is comprehensive yet easy to follow.

The Google Environmental Report 2023 uses a simple donut chart (page 35) to convey the proportional share of emissions by scope. A table below the chart serves as a legend while listing metric details. This combination allows for a quick visual assessment of emissions per scope, along with a breakout of the organization’s Scope 3 emissions sources (see Figure 2). Relying on the strength of both formats is a smart solution. (Want to understand Scope 1, 2, and 3 better? See Deloitte’s straightforward coverage of what you need to know.)

Describing the current status and naming targets builds trust in the company’s commitment to ESG standards. In McKinsey’s 2022 ESG report, in the chapter on sustainability, a full-page infographic (page 11) describes the company’s baseline by scope, the 2025 targets, and how they intend to achieve them (see Figure 3). Again, it’s the simplicity of the visual and the brief, direct statements that make this infographic effective. Unlike multiple data statements sprinkled throughout the report, a well-written and -designed infographic pulls the relevant data together, making the factors at play more apparent. Ideally, as companies continue to track and assess ESG data over the coming years, stakeholders will gain confidence as they see significant progress being made.

In the end, the aim of data visualization within sustainability reporting is the same as in other types of content and thought leadership: when done well, it can ensure that important insights on technical topics don’t get buried in mountains of text.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.