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Leading companies are setting a new standard for corporate sustainability reporting. Increasingly, they are using their websites to better communicate with their stakeholders and engage them in sustainability efforts. For these companies, websites have become community-building tools that keep stakeholders up-to-date and involved. In this study, we evaluated the websites of sixty companies recognized as sustainability leaders and distilled eight essential attributes common to effective online communication and engagement. Many of the company websites we reviewed succeeded in presenting basic information about sustainability efforts, offering improved visibility and access to data traditionally contained in a stand-alone, annual sustainability report. But most companies are not yet using the Web to its full potential—as a channel for bidirectional communication and delivery of information in a more complete and timely fashion. In this analysis, we present the attributes of leading practice and methods for evaluating and improving online communications. We conclude with practical advice and detailed examples of ways leading companies are addressing sustainability through their corporate Web presence.
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