It’s been two years since we launched our DonnersTALK series – an event format we’ve created to get people together in the same room to discuss and reflect on the latest developments in the industry. A simple concept with powerful impact. After tackling the broader topic of sustainability communications in fall 2024, our first event of 2025 saw us explore the strategic potential of sustainability reports …
NFRD, CSRD, ESRS or VSME? Who’s required to report on what? And when? And how? And … Omnibus?! Ever-evolving sustainability reporting requirements indubitably led to a lot of head-scratching this reporting season. But at our latest DonnersTALK, the keynote speaker Lotte Schmidt, director of sustainability consulting at SAIM, encouraged attendees to look beyond the bureaucracy to radically reframe reporting as a strategic opportunity. Here’s what we learned.
Report now, resilience later
Sustainability reporting seems to have earned the unfortunate reputation of being just another onerous exercise in bureaucracy. Right from the start, Lotte deems it crucial for businesses to review and fully grasp the broader context into which stricter standards were introduced. The Corporate Sustainability Reporting Directive (CSRD) entered into force in 2023 as a vital pillar of the European Green Deal: a set of policy initiatives from the European Commission with the overarching aim of making the European Union (EU) climate neutral in 2050. For the good of the planet and for the sake of the future, sustainability is now non-negotiable for businesses operating across the EU, and the CSRD represents just one step along the road of demanding more transparency, accountability, and, ultimately, action from businesses to mitigate the environmental, social, and governmental (ESG) crises of our time. Developing robust reporting processes now will provide businesses with the overview of their operations that they’ll need to make informed decisions ahead of stricter future legislation.
Real change for real claims
If the CSRD is in, then fluffy, feel-good sustainability slogans are officially out. (A note to any greenwashers: You’re going to have to rethink your strategy – quick-time.) The CSRD demands that any public claims made about sustainability be backed up by verifiable, traceable figures in reports, and this will massively shake up the kind of sustainability communications we’re going to see getting released. Lotte illustrated this change with the graphs below:
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The two graphs show the landscape of sustainability communications before and after the implementation of the CSRD. As you can see, it’s now a lot harder for businesses to position themselves in the Best Mover category. A Best Mover is characterized as those businesses doing the most for sustainability and who, since they have rigorous reporting processes in place to back their claims up, are able to proudly proclaim it in their comms. By creating more visibility about their commitment to sustainability, these businesses will enhance their reputation, making them more attractive to clients and investors who are increasingly prioritizing sustainability. A quote from Lotte’s keynote encapsulated this well:
Reporting is the basis for authentic communications and strategic added-value.
Omnibus as opportunity
With the above in mind, Lotte urges businesses to take the Omnibus, the legislative package (and pause) adopted by the EU in April 2025, as an opportunity to take a breath, rethink, and lay down solid reporting foundations for the next reporting season. She explained that, with reporting processes firmly in place, businesses will be able to funnel their findings into their sustainability communication campaigns, helping them secure the Best Mover category touched on above. What shape should these campaigns take? It depends on the stakeholders you’re trying to reach. Social media campaigns, impact pages dedicated to sustainability achievements, product marketing … get creative but keep it strategic.
… a nod to the next DonnersTALK
If this iteration of DonnersTALK allowed us to delve into the ways successful sustainability reporting will form the backbone of sustainability communications going forward, the next logical step is to start thinking about how to use language in these campaigns in a way that really speaks to stakeholders. Different demographics respond to sustainability communication differently. For businesses operating in various countries, it’s crucial to consider the role of language and culture in ensuring your intended message gets across. Join us later this year for our DonnersTALK event centered on internationalization. Details to come!
Editorial Team Leinhäuser
Languages are our passion.
That's why we regularly take a close look at the latest developments and new tools that are impacting the world of communication.
In various blog posts, our in-house experts share their knowledge and insights on specific areas of our portfolio and shed light on important future trends for our industry.
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