The Future of Sustainability Reports

You know when you’re in awards season in the film industry. Everyone seems to be handing out trophies, statuettes and gongs. Paparazzi snap away at gleaming white teeth while fashionistas obsess over the width of stars’ shoulder straps.

After a while the endless cycle of red carpets and acceptance speeches starts to get a little draining and you can end up wishing that Hollywood would crawl back under its habitual rock on the other side of the pond.

Sustainability Reporting is starting to establish a similar annual love in.
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Institute of Social and Ethical Accountability AA1000 Series — A Brief Overview

Isn’t it wonderful how punnets of soft fruit appear on the shelves every summer? Ready for the eager user to take hope and lovingly smother with cream before gobbling them up in a slightly guilty display of hedonistic decadence.

But think back before the grocer’s shelves and there has to be a way in which the fruit got there in the first place. A method which ensured not only that the fruit got from field to the shelf, but did so without bruising or any other misfortune occurring to such delicate foodstuffs.

This, broadly speaking, is what the Institute for Social and Ethical Accountability’s AA1000 series is all about. It’s not concerned with the fruit of sustainability reporting, the actual metrics.

Rather, it concentrates upon how those metrics are brought about and how appropriate they are to the organisation reporting them. The quality of the reporting process in other words, not the metrics of the report itself.
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A Quibble of Acronyms

It’s an odd existence to follow. First everyone says “Eh? What’s that then?” Then they fall in love with you and can’t get enough.

Later there’s the inevitable falling out, typified by arguments over what it was all about to start with. Lastly, the final stage is a grudging acceptance that no matter what, this is how things are set to remain for evermore.

Yep, life as a TLA* is tough. Only the most successful reach the heights of HTTP, the JK Rowling of acronym-land, used and translated the world over.

Most of the others fall by the wayside, the discarded betamaxes of their generation.
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And The Winner Is….

Excited, hands trembling through agitation rather than caffeine, I typed the web address into my trusty browser. Up came the site… but there was nothing there about Sustainability Reporting.

Puzzled I checked out the URL and let out a small, frustrated sigh on finding I’d been automatically redirected to the UK website. So I got myself over to the company’s home site in the USA and checked that out.

But still there was nothing about Sustainability Reporting. Not even under the Investor Relations section, which is where large corporations tend to display their green credentials.

What was going on?
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Branding in the Spotlight - What is Branding?

The role of branding in business and marketing has grown significantly in terms of prioritization across the corporate and small business worlds, particularly with the advent of positions such as chief brand officer and chief imagination officer. The question remains: what is branding?

Despite branding’s move to the spotlight, the vast majority of businesspeople still don’t have a firm grasp of what branding truly is. In fact, I dare say that many businesspeople view branding as another funnel of expenditures by the marketing team that does little in terms of generating ROI.
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