We’re getting ready to publish results of our analysis of sustainability communications in Switzerland and teamed up with the Zurich-based Center for Corporate Reporting to give a preview of the situation.
Our take may seem a little harsh but we think it’s supported by the facts: too many of the largest 60 Swiss companies miss the mark in terms of a structured and transparent approach to non-financial topics. That totally undermines credibility in stakeholders’ eyes and reduces the impact of storytelling or social media campaigns.
We rated more than half of the Swiss companies as “Sleepers”, meaning they provide insufficient ESG information on their websites, much more than in our benchmark study of Europe’s biggest companies (see chart).
There is also a fair number of “Traditionalists” taking a broadly standard approach to communications. In the Swiss sample there are more “Glitterati” companies with a glitzier approach to websites and social media channels than “Explainers” (companies that give more priority to information). Only a handful of companies make the “Narrators” category and manage to pull off the combination of engaging content about material topics as well as concrete social and environmental information.
We’re releasing details of which companies are in which categories very soon.
In the meantime, read our article for CCR.