Finding your sustainability story’s seat at the table

I recently attended the most beautiful garden party to celebrate a friend’s birthday.

It was the epitome of a midsummer night’s dream: the sun was setting as we arrived, casting the garden in a warm golden glow. Twinkling fairy lights created a magical canopy above us as soft music drifted through the evening breeze.

To kick off the festivities, my friend introduced a fun twist: each place setting at the table featured a card with six adjectives to describe a guest. Our task? To guess which descriptors were meant for us before flipping the card to reveal whose seat it was.

This clever game reminded me of a discussion I had earlier that day with a client. You see, one of the first questions I ask my writing clients is, "What three words would you use to describe how you want your sustainability report to sound?"

Because, just as those adjectives at the party offered insight into how our friend viewed us, your sustainability report should clearly demonstrate your company’s identity and values in the way it is written.

Consider three companies in the same industry reporting on identical topics, yet each sounds completely different (*disclaimer: written off the top of my head in five minutes. These is not finished copy):

Company A: "Our comprehensive carbon reduction strategy, aligned with the Paris Agreement, has resulted in a 15% decrease in Scope 1 and 2 emissions over the past year through energy efficiency measures and renewable energy procurement."

Company B: "Our employees are the driving force behind our carbon reduction success. Through our 'Green Team' initiative, staff-led projects have contributed to a 15% drop in our carbon footprint, from bike-to-work schemes to office composting."

Company C: "Meet Sarah, a production line worker who suggested switching our factory lights to motion sensors. Her simple idea sparked a chain reaction, inspiring colleagues across the company. The result? A 15% cut in our carbon emissions and a workforce energized to find more innovative green solutions."

Same achievement, three distinct voices—each one resonating differently.

Just like at that birthday party, recognizing and embracing what makes your company unique can help you take the right seat at the table.

So here’s my challenge to you: If your sustainability report were a guest at that party, what adjectives would be on its place card?

And more importantly, would your readers guess them correctly?