What makes a first sustainability report convincing?

Build the public report from the organisation's existing ESG information, rather than developing a sustainability narrative separately from its supporting detail. When Dematic sought to develop its first sustainability report, the process used its rigorous internal ESG reporting function as the foundation. The practical lesson is to make internal reporting the starting point for the account of sustainability commitments and progress. Sustainability reporting can also involve knowledge from across the business: PwC's 2025 findings showed that companies reporting or planning to report under CSRD or ISSB involved an average of 10 separate business functions, both in the US and in the global comparison group outside the US.

Draw on business leaders' expertise to explain the work behind the reported figures. For Dematic's first sustainability report, its business leaders' knowledge helped turn rigorous internal ESG reporting into stories behind the numbers. The resulting report told the story of Dematic's sustainability pledges honestly and humanely. The practice to adopt is to use the numbers as a foundation, then explain the commitments and work they represent. Honest storytelling also makes room for difficulty: wins and failures both offer learning moments. A convincing account should therefore explain setbacks and lessons alongside achievements, rather than treating sustainability reporting as a collection of successes.