A Motel trend report
From ESG to Evidence.
Nearly half the FTSE 100 restated its own sustainability numbers this cycle. Once every number has to be true, how you tell the story is the advantage that’s left. This is our study of the FY24/25 cycle, and where design takes it next.
What's inside
Narrative, design, and the digital story.
One ESG reporting cycle, analysed by a strategic creative studio. Written for the CSO, and for the Group Reporting, Public Affairs, Brand and Comms leaders alongside them, planning the next cycle.
01 · The evidence era
The quiet edit of a three-letter word, the restatements crisis, the credibility gap, and the new vocabulary replacing “ESG”: sustainability, responsible business, impact.
02 · Designed to be believed
Whether the standalone report is dead, why sustainability is moving to the spine, and twenty-seven standout reports grouped into five lessons any report can borrow. Plus the cover as thesis, and why a chart is a claim.
03 · Built for the next reader
The regulation in brief, what digital does for the story, the machine reader underneath the designed page, and the living report built once from one assured source.
It ends with six moves for the next report and four predictions for FY25/26
Who it's for
Group Reporting Directors, Heads of Investor Relations, Heads of Public Affairs, Heads of Brand and Communications, and the CFOs, CCOs and CSOs who sponsor the brief — at global companies thinking about their next reporting cycle.
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