“Telling the story of your sustainable transformation” – Talk Insights

In December 2024, The Editorialist organised its second Sustainability Talk, under the heading “Telling the story of your sustainable transformation”. Speakers included industry experts Anthime Caprioli (Schneider Electric), Sophie de Fontenay (Raise), Mariem Mhadhbi (ValueCo) and Thomas Sasportas (BFM Business), who shared their insights on a strategic issue: how companies can use sustainability storytelling to drive their transformation, performance and resilience.

Here are the main takeaways from an inspiring morning.

Build and structure a unifying story

A sustainable transformation will fuel corporate resilience and business performance. As such, it is now top of the agenda for executives and investors alike. In 2022, 20 million sustainability posts were recorded on social media, a 39% increase on 2021. In 2023, 30% of CEO messages on LinkedIn addressed sustainability topics. Sustainability storytelling is no longer optional – it has become a strategic necessity. At the meeting point between strategy and communication, it is a key tool in taking on the twin challenges of adaptation, i.e. how the company is readying itself for the consequences of climate change, and mitigation, i.e. how the firm’s business model enables it to stay within planetary boundaries.

Thomas Sasportas, a journalist at BFM Business and presenter of the show BFM Climat, has watched sustainable transformation become an everyday reality for business leaders. In fact the idea for his show was born of the realisation that business owners were looking for spaces to talk with peers and tap into others’ experiences in tackling major strategic issues.

CEOs face a complex task. They have to lead the transformation of their company at a time of huge economic, social and technological changes, while also steering a course through an increasingly unpredictable environment.

A recent McKinsey report stressed this point, noting that CEOs manage twice as many issues today as they did a decade ago.

Getting stakeholders on board is a major challenge

Sustainability storytelling involves all stakeholders, from employees and investors to customers, non-profits, the media and the general public. But what is the best way to engage with such a diverse ecosystem, where not everyone prioritises the same information?

To be effective, the story has to be real. Getting employees on board is a long-term effort comprising major HR initiatives, such as linking wages to non-financial KPIs and training. The programme has to be relayed at every level and coordinated continuously. Possible actions include ambassador networks, in-house barometers, special campaigns for big events such as Sustainability Week or the COP summits, as well as regular communication.

Schneider Electric’s sustainability storytelling draws on more than 20 years of carefully structured initiatives. VP Corporate and Communication Anthime Caprioli underlined the step-by-step approach taken to the company’s transition, which included integrating sustainability criteria in manager remuneration and launching tools such as the Schneider Sustainability Impact Index. These measures helped to transform the company and get everyone involved around sustainability.

Global events such as the COP 15 summit held in Copenhagen or the COP 21 gathering in Paris acted as key milestones. Schneider Electric took part through communication initiatives that raised awareness within the group and anchored sustainability challenges in the collective consciousness.

The company also relies on a community of in-house ambassadors to spread a consistent message, tailoring it to local needs. This model, which is resolutely backed by Schneider’s leadership, shows how in-house mobilisation is a long-run effort but essential to transforming the organisation.

The importance of data for investors

PwC’s 2023 Global Investor Survey showed that investors want a better understanding of how companies manage crises and stay resilient. But 94% of them reckon that sustainability reports contain unsupported claims, up 7% on 2022.

Picking up on this point Mariem Mhadhbi, CEO of ValueCo, emphasised the need to provide reliable data and build credible stories. Investors want proof of the company’s ability to meet its commitments. The key is to share sound data and to present a clear trajectory, which should incorporate sustainability challenges and demonstrate how they are addressed through ESG actions, new initiatives or a business model pivot.

The urgent need for action

Firms have to take on planetary challenges while navigating an uncertain economic environment. Their story must be an effective compass, guiding the company by combining multiple aspects that underpin its vitality, performance and resilience.

With the entry into force of Europe’s Corporate Sustainability Reporting Directive (CSRD), companies are having to rethink their narratives. For Sophie de Fontenay of Raise, the new rules represent an opportunity to fuse regulatory compliance and value creation. Companies can use storytelling as a genuine driver of strategic differentiation.

Go deeper by downloading our Sustainability Storytelling Book, which talks about positioning your firm on planetary issues. Find out how we can support your storytelling projects.