Simplifying sustainability data: translating numbers into human stories
As sustainability becomes a critical focus for businesses, effectively communicating environmental impact is key to driving change. The first in a three-part series on the topic, this article explores how businesses can transform complex sustainability data into engaging, human-centered stories that resonate with customers, employees, and stakeholders. Featuring insights from sustainability experts, we highlight the importance of accurate, relatable messaging and the power of visual storytelling to make sustainability efforts both meaningful and memorable.
More than ever, it’s essential for organisations to commit to an environmental agenda that aligns with their business strategy. According to the latest UK government statistics, small-to-medium sized enterprises (SMEs) make up 99.8% of all businesses in the UK. They have a significant impact on the UK’s economy and environment, producing an estimated £2.8 trillion in turnover at the start of 2024, and an average 15m tonnes of CO2 annually.
But what does 15m tonnes of CO2 actually mean in practice? To provide a framework for comparison, the average UK household uses roughly eight tonnes of CO2 a year. Suddenly, with a relatable metric to compare to, 15m tonnes goes from being an abstract amount to a concerning figure that needs attention. This is just one example of how raw numbers alone often fail to spark the response necessary to drive real change, or emotional or financial investment in the business landscape.
Creating a communications strategy that showcases a company’s sustainable impact on customers, clients, stakeholders and employees is no easy task. However, organisations can shift the focus from abstract numbers to real-world consequences by relating this data back to human experience, driving deeper and more meaningful engagement from their audience.
With increasing demand for sustainability communications, Speak spoke to business sustainability consultants Thil Sathyamoorthy and Adrian Segens. Both experts are well-versed in advising corporate firms on environmental comms strategies and explained why translating numbers into human stories can benefit your business’ bottom line.
Bring your people to the front of your narrative
When it comes to developing a powerful sustainability narrative, companies can make meaningful strides by adopting a variety of environmental practices. Carbon offsetting programmes, for example, help businesses to balance their emissions, while investing in energy efficiency measures helps reduce overall environmental footprint and operational costs. However, time spent engaging in these practices, which are often costly, is wasted if you’re not accurately measuring and presenting this data in a way that’s compelling to your audience.
The power of bringing human-focused sustainability data to the forefront of comms is exemplified by some well-known businesses in the fashion sector, one of the worst industries for the environment due to its resource-intensive processes. Sustainable retail pioneers such as Eileen Fisher and Reformation are leading the way in this industry by highlighting not only their eco-conscious supply chains but the people this impacts. These companies understand that telling the human stories around their data resonates more deeply with audiences.
When presenting sustainability data, companies have to make sure that their findings resonate on a personal level with individuals. It's not enough for comms teams to only share the facts; the real challenge is connecting the data to people's everyday lives, emotions, and values to inspire engagement.
Thil Sathyamoorthy is a Sustainability Transformation Lead who has worked for companies across the finance and tech industries, such as BlackRock and Baringa Partners. He believes that bringing people to the forefront is essential to crafting a powerful sustainability narrative – and for many businesses, their own employees are the most important people to spotlight. Showcasing a specific company project or initiative is a strong starting point for bringing data to life in sustainability comms, Sathyamoorthy says: “You could choose to focus on a team or specific person who came up with an effective idea to make an office or manufacturing process more eco-efficient by 10%, for example. Finding those stories that are a win for sustainability, the company, and employees are brilliant for making your data more human.”
Image: Eileen Fisher
Eileen Fisher’s regenerative wool farmers showcasing their commitment to sustainable practices and ethical farming methods
Ensure accuracy isn’t lost in the process
Companies should take care, however, when translating data into human stories. This is a process that could result in information being lost, exaggerated or diminished when not followed correctly. Backing up your sustainability claims is an essential part of the storytelling journey, and ensures that data won’t be misinterpreted or warped whilst being passed between teams.
Not being truthful about your sustainability agenda – whether accidental or not – can have serious consequences. Inaccurate environmental comms can generate a backlash from customers or provoke accusations of greenwashing – the practice of misleading consumers about your impact through deceptive marketing or exaggerated claims.
Adrian Segens is a Sustainability Consultant and the founder of Leveller Tech. He specialises in using data technology to drive corporate sustainability – in his opinion, companies can avoid these risks by making sure that sustainability is addressed at product level: “Most consumers don’t read a company’s big, glossy environmental report when they make a purchase. What consumers relate to is the product itself – we want to know that the product we are buying is more environmentally sound than alternatives.”
Accuracy, he adds, is also fundamental to a successful sustainability narrative: “As a business, you need to be able to accurately say what your impact is, and that’s how you avoid greenwashing. Without accuracy, you don’t have a story to tell, and you don’t have something that’s challengeable. If you want to avoid greenwashing, you just need to be able to back-up your stories and claims.”
Make the complex accessible to your audience
To make your data resonate with your audience, it's essential to make it easy to understand. Simplifying complex information often comes down to effective presentation, and this is where visual aids can help to improve clarity and engagement.
Given the potential complexity around sustainability frameworks and the data itself, businesses should opt to present this information in as simple and digestible a way as possible. “There are lots of sustainability frameworks and reporting standards, such as the upcoming SRS in the UK and the EU Taxonomy, that organisations can use to define which metrics they should be using in line with the rest of their industry,” Sathyamoorthy explains. This also prevents any misleading information from slipping through, he adds: “By following this approach, they're not in danger of coming up with something new that can be misinterpreted by a wider audience.”
It's crucial to understand how to present data effectively in sustainability comms, as the right format can significantly impact understanding. Visual aids like diagrams, infographics and tables can be incredibly helpful in conveying a complex story, Sathyamoorthy says: “When getting the ‘story’ across, businesses then need to think creatively. I personally always love a diagram over a table. Companies should always question which visual would best represent the story behind the data. This can be really important when trying to distill complex information.”
Image: Meta 2021 Sustainability Report
An infographic from Meta’s 2021 Sustainability Report
The bottom line
Transforming sustainability data into relatable narratives is key to connecting with customers and stakeholders. For businesses with significant carbon footprints, making data emotionally resonant and accessible is essential, and this is where visual storytelling can really help simplify complex information and boost engagement. By combining human stories with clear visuals, companies not only inspire action but also drive growth, making data-backed sustainability communications a strategic advantage in today’s competitive landscape.