Improving Sustainability Reporting to Influence Behavioral Change

Abstract

The study looks into how people aged 18-25 react to various ways of presenting corporate sustainability data, trying to solve the main issue of communicating with stakeholders through sustainability reports. Responses to a set of paired statements from BMW, Samsung, Novo Nordisk, and Nordic Semiconductor were studied using semi-structured interviews with seven people to see how accessible versions compared with the technical ones. Extensive findings were obtained by performing qualitative thematic analysis on these three questions: what helps young readers engage, how pictures and comparisons improve understanding, and which stories inspire young people to act differently. People wanted companies to use simple language to be understood, but they also believed that detailed information showed the company was dedicated and trustworthy. Providing proportions and comparisons was more effective than just showing the numbers alone, particularly when familiar scale references or fractions like “1 in 3” were used. Being human-focused and communicating in a way people would was valued more than writing for a corporation, yet participants were doubtful about green claims. A notable result was that there was a large difference between how interested and engaged people were and how willing they said they were to act differently. It was necessary to provide clear personal rewards and clear action steps in addition to a good presentation for behavioral influence. It advances sustainability communication theory and gives useful ideas for organizations trying to involve young people. Successful sustainability reporting for young audiences means using ways that are easy for them to understand, believable, transparent, engaging and motivate them to take positive actions.