The challenge
Australian-based global automotive leather manufacturer, Howe Leather, asked us to help them produce a concise, engaging sustainability report to refine their sustainability strategy and communicate that strategy to their customers. The company wanted to show customers, including leading car manufacturers Jaguar, Land Rover, Mercedes Benz, Audi, Porsche, Nissan and Ford, that it is well-placed to compete in the market for sustainable leather.
We have worked with Howe on several projects including Life Cycle Assessments (LCA) and training their in-house team. We knew they were genuine about building a more sustainable business and had a credible story to tell.
What we did
Setting the scene
We ran a workshop with members of Howe Leather’s management, sales and operations teams. In this session we confirmed the purpose of the report and its audience. We also agreed the report’s scope and discussed the reporting formats available, including the Global Reporting Initiative (GRI) and Integrated Reporting <IR>.
Confirming the report’s contents
We asked workshop participants to identify which of the UN’s 17 Sustainable Development Goals (SDGs) were most relevant to their business.
We then prompted the team to think about the questions their customers would expect the report to answer.
- Do you have a clear, achievable sustainability strategy?
- Is sustainability core to your business or an ‘add-on’?
- What are your sustainability values, goals and targets?
- How are you involving your stakeholders to achieve your strategy?
- What progress are you making?
- Where do you face risks and challenges?
With content ideas in hand, we drew up a structure for the report and grouped content into themes: Product, Planet and People. Using these guidelines, Howe provided the detailed technical information for the report. As this was Howe’s first sustainability report, the structure was a general one, not the structure for a GRI or integrated report.
Writing and designing the report
Our Communications team edited the draft content for structure (the order and flow of information, including signposting like headers and break-out boxes). We also edited for Plain English (e.g. simple words and phrases), identified concrete examples to highlight activities and progress, and ensured the report avoided vague or misleading statements that could constitute ‘greenwash’.
Our Creative team then went to work, mocking up a layout and visual language that reflects Howe’s values, brand and product quality. With the design approach approved, we laid out the copy. We used infographics to strip out complex information and highlight what mattered most. Design features like icons, colour-coding and timelines kept wordcount down and guided the audience through the document.
The result: a concise report that clearly highlighted Howe’s sustainability strategy and progress.
How our work is helping Howe succeed sustainably
Refining their sustainability strategy
Our work helped the Howe Leather team refine their sustainability strategy. The SDG assessment prompted them to confirm what their strategy should include (and exclude). It also helped the team understand the links between their ‘sustainability pillars’: Product, Planet, People.
At the writing stage, committing goals and targets ‘to paper’ (the report is an online document) encouraged team members to think carefully about the intent of their strategy and the wording they used to communicate it.
Marketing its products with customers
The report provides the information Howe Leather’s customers have asked for, in a simple format. It will help the leather manufacturer market its products and secure supply agreements without risking ‘greenwash’.
Building relationships with other stakeholders
The report will help Howe educate other stakeholders like suppliers about the company’s sustainability programme. Awareness and understanding contribute to strong relationships.
Engaging and retaining employees
By showing employees that the company is acting on its sustainability values, acknowledging their work and featuring their photos, the report tells employees: sustainability is important to our business’ success and you’re playing your part. This is an engaging message for employees.
Continuing to improve
Our report provides a base for Howe Leather to continue to improve its strategy and reporting in future years.