Fresh trigger to read Heineken’s Sustainability Report 2015

Today I’m sharing with you this great video I came across with on many online media. Heineken thought of a very creative way to draw attention to their 2015 Sustainability Report. It was the Dutch rapper Kevin “Blaxtar” de Randamie’s task to tell us to “Get Frank”. Here’s my favorite part: “His story was now filing the glass he was handing me. I looked at the golden fluid and for the first time became aware of its transparency!” I bet this has made the target group really curious.

The actual target group of Sustainability Reports are the stakeholders. As the guardian mentioned a while ago, stakeholders are finding new sources of information including social media. Not surprisingly enough, that’s exactly the way Heineken chose to do through Youtube, Twitter and Facebook earlier this month.

Screen Shot Twitter Post Heineken

As we might know, Sustainability Reports are often found to be dull and way too long.

www.2degreesnetwork.com

Does anyone ever really read those? As Inc. states: “Why no one’s reading your boring sustainability reports“, we invest time and money making a report that often times is not even read by our employees. In fact, sustainability reports are great materials that make the basis of good storytelling. There are ways to actually get people to read your report!

Read the Sustainly Trend Briefing, if you’re interested in more examples of creative and catching triggers that get you curious to read sustainability reports. Companies like Apple, Adobe and Nike are creative with animations, maps etc.