Give the content a business purpose
A sustainability content strategy should bring together business drivers, sustainability goals and marketing insight. A beautifully designed report may communicate commitments clearly without explaining the challenging work involved in meeting them. Give customers an account of that work, rather than relying on the presentation of ambitious targets to sustain their interest.
Treat sustainability as part of business resilience, not as a separate communications subject. Customers expect companies to engage with sustainability, and a lack of action can affect a company's ability to maintain its customer base and grow sales. Content should therefore explain how the business is taking sustainability seriously, connecting its goals and actions with its commercial priorities and the concerns that matter to customers.
Sources: Credibility in ESG Means Showing Your Work, Building resilient businesses