Bladonmore reviewed the corporate website of every company in the STOXX All Europe 100 index during August 2020, to analyse how effectively they communicate their social responsibility stories – outside of CSR reports. The index provides a blue-chip representation of some of the largest companies across Europe, irrespective of sector.
The report specifically examines the corporate websites of these businesses, excluding country-specific sites, microsites or social media channels.
Content across each site was reviewed against seven categories:
- Company purpose
- Visibility of targets and objectives
- Alignment and integration with global goals (UN SDGs)
- Leadership presence
- Employee voice
- Use of film
- Human storytelling
The review takes into consideration both a thorough analysis of the company’s performance in each individual category, as well as considering how well content across these areas is structured and interlinked to develop a comprehensive narrative.
Quantitative and qualitative approach
Our approach is more detailed than a simple tick-box survey, combining both numerical data on the type and frequency of content used with expert analysis from across the consultancy. At every stage of the review, the report draws on Bladonmore’s own advisory and creative expertise to provide a reasoned judgement on the effectiveness of the content produced in each category and how it all works together.
While a number of companies listed on the index are existing clients, those involved with the analysis have remained distanced from these companies’ ESG messaging to ensure consistency and impartially throughout the review.