Writing the Report — Tone, Style, and Clarity

Writing a sustainability or impact report isn't just about what you say — it's how you say it. The tone you use affects whether your report feels credible, understandable, and valuable to your audience. The best reports are readable without being simplistic, transparent without being defensive, and aligned in voice even when built by multiple teams.

This article offers practical guidance to help your report communicate with clarity and integrity — and avoid common missteps that confuse or alienate readers.

Be Clear and Accessible

Not everyone reading your report is an expert in ESG or impact measurement. Use straightforward language that doesn't assume deep technical knowledge.

Tips:

• Avoid jargon unless it's essential — and define it on first use (e.g., "Scope 3 emissions (indirect emissions from our supply chain)")
• Use short sentences and paragraphs — 3–5 lines is a good target
• Replace abstract terms with concrete examples or outcomes (Instead of "community investment programs," say, "we provided 15 local youth scholarships in 2024.”)

Instead of this:

"Our organization continues to prioritize synergistic stakeholder alignment across verticals to optimize triple bottom line outcomes."

Say this:

"We worked with local partners to improve community outcomes while also reducing costs and emissions in our operations."

Avoid Greenwashing Traps

Tone matters. If your report sounds like a marketing brochure — full of vague claims and only good news — readers may not trust it.

Watch for these red flags:

• Superlatives with no evidence: "industry-leading," "most sustainable," "unparalleled."
• Overly polished success stories without data or nuance
• Ignoring or glossing over missed targets or challenges

Be honest. Stakeholders expect you to be making progress — not to be perfect.

Example of balanced transparency:

"While we reduced total waste by 18%, we did not meet our 202x goal for renewable energy adoption due to construction delays at two sites. We're adjusting our strategy and expect to recover in 202x."

Acknowledge Successes and Challenges

Trust is built when you don't just report the highlights. The best reports show how you're learning, adapting, and improving.

What to include:

• Missed goals or targets — with context
• Setbacks or implementation delays — and how you responded
• Areas for improvement — openly named

Avoid overly polished language when describing lessons or challenges. Plain, neutral phrasing is often strongest:

"We received employee feedback about the inconsistent application of our DEI policy across departments. In response, we launched mandatory training and created an internal escalation channel."

This kind of clarity builds confidence in your processes and intent.

Keep a Consistent Voice

Most sustainability reports are built by teams — but they should read like they came from one organization.

Tips for maintaining voice:

• Decide early on how you'll refer to the organization (e.g., "we" vs. "the company" — then stick with it)
• Use consistent verb tenses (present or past — don't jump between)
• Avoid mixing formal and informal styles from section to section
• Have one editor or small team review the entire report for tone alignment

Use a voice that is:

• Professional but not bureaucratic
• Engaging but not casual
• Confident but not overly promotional

Test it: Read it aloud. You're in a good range if it sounds natural and flows well.

Match Style to Your Brand and Audience

Every report is different — but your tone should still feel like "you."

A B Corp or nonprofit might adopt a more personal, mission-forward voice. A listed company reporting to investors might be more formal and data-driven. But in both cases, readers appreciate direct, human, and sincere language.

Adapt for your audience without losing authenticity.

Quick Checklist: Tone and Style

✔️ Do This

Use plain, specific language

Explain missed targets honestly

Define acronyms or terms once

Keep a consistent voice

Credit your people and partners

Use real examples

❌ Avoid This

Use buzzwords or ESG clichés

Omit or obscure problems

Assume everyone knows your shorthand

Let different sections read differently

Speak in passive, generic terms

Speak in vague generalities

The takeaway

Your tone is part of your credibility. Clear writing signals clear thinking. Honest writing signals real accountability. And when done right, your report won't just share information — it will build trust and invite engagement.