From PDF to page-turner: Creative ways to launch your sustainability report

Have you ever noticed how most sustainability report launches sound the same?

“We’re proud to announce…” “We’re excited to share…” “We’re happy to launch…” And then, silence. The PDF sits on a website, collecting virtual dust. Hardly anyone reads it, let alone talks about it.

But it doesn’t have to be this way. If you want your hard work to make an impact, your launch needs to be as creative and intentional as the report itself. Here’s how some of the best companies make their launches unmissable—and how you can, too.

Go Beyond the PDF: Multi-Channel Campaigns

Coordinate your launch across channels: press releases, social media teasers, landing pages, infographics, videos, and interactive content. Example: Apple’s 2023 launch replaced the usual press release with a short film starring Octavia Spencer as “Mother Nature,” grilling Tim Cook and team about climate targets. The film premiered at a major event and tied into product launches—result: buzz everywhere. (https://lnkd.in/g9zfUpTZ)

Make It Visual: Storytelling with Digital Assets

Bring your report to life with infographics, photos, and videos. Visuals break down complex data and make your story accessible. Example: Northland Power’s launch video made their sustainability story easy for everyone to understand (and share).

Bring Reports to Life: Live Events

Host an in-person or virtual launch event. Live presentations, Q&As, and stakeholder panels turn your report from a static document into a real conversation. Example: De Beers paired their 2023 report with a live event featuring presentations and open discussions.

Activate Your Best Advocates: Internal Launches

Don’t forget your employees—they’re your most important audience. Ideas: Host a company-wide launch event (think town hall, “Sustainability Day,” or lunch-and-learn).

Make it interactive

Let employees ask questions, give feedback, and see how their work contributed. Share highlights in internal newsletters, intranet posts, and dashboards.

Practical Tips for Any Budget

💡 Plan your launch like an event: Prep your press, social, and internal comms in advance. Get teams across the business involved to amplify your message.

💡 Make your LinkedIn posts work harder: Tease key findings with carousel posts or short clips, share behind-the-scenes stories, tag collaborators to expand reach, host a LinkedIn Live Q&A to invite questions and real conversation.

💡 Use real stories or testimonials to humanize your report—numbers are great, but stories stick. A video from your CSO or sustainability lead is also fairly easy to record and worth considering.

You don’t need Apple’s budget (or Octavia Spencer on speed dial) to make your report launch count. With a little planning, creativity, and genuine engagement, your sustainability story can stand out—and actually get read.

Ready to make your next report unmissable? Start planning today.