Impact Storytelling

At Evolution Marketing our business model is very different than other marketing communications agencies operating in Wisconsin, or even the US.  First and foremost we provide holistic sustainability consulting services (e.g. learn more about green consulting), as well as consulting and business advising services within a variety of fields that fall under the environment, social, and governance (ESG) umbrella.  Including but not limited to: organic/natural food, sustainable and regenerative agriculture, supply chain management and transparency, green and healthy buildings and the built environment,  renewable energy/energy efficiency, and innovations within the energy sector.  Our team members are experienced practitioners of sustainability initiatives and have helped our clients to obtain third-party responsible business certifications.

After we have helped our clients (in many cases working directly with c-suite, operations, risk, legal/compliance, and sustainability depts) to adopt holistic sustainability practices and strategies;  we are then able to interface with their marketing communications team, providing ESG education, resources and best practices which could be leveraged to tell the company’s impact story.

Put simply we are Sustainability Consultants + Marketing Communications Professionals who have operated in this niche (intersection of sustainability systems, operations, HR, marketing, sales, communications, and public policy) for well over a decade.  

Examples of different types of Impact Reports

Click on the images below to see examples of Evolution Marketing impact reports

FAQ’s on Impact Storytelling

Why do people want companies to create an impact report?

Consumers and the public want honest, transparent, and authentic communications from brands. Consumer research shows people are committed to taking steps towards leading more sustainable lives, but they want the companies they purchase from to take the lead, so their decisions will have a bigger impact. They hear brands talk about the great sustainability initiatives they’ve done, but consumers want to know what the impact is. They want to know what you as a business are doing about social and environmental issues. 

How do we incorporate “purpose” into our impact storytelling? What are good examples of this…?

The public loves transparent stories that showcase how a business and its people (i.e. employees, nonprofits, and community partners) are taking action to address social problems. Telling real-life stories in a simple and straightforward manner can make a big difference in how people connect with your business and/or brand.  When companies are able to measure their efforts and share their impacts with consumers, and stakeholders using easily understood metrics that can be shared year-over-year, those impact stories help to strengthen the entire brand/organization. 

According to a recent article by the New Hope Network in their Monitor, brands need to have simple messages in order to sell environmental or social claims.

How are impact reports connected to an organization’s sustainability / ESG action?

Impact storytelling is typically tied to how a business chooses to disclose its sustainability or environment, social, and governance (ESG) actions.  When done effectively, these reports DO NOT occur in a vacuum, but as part of a larger grouping of actions, projects, protocols, or programs adopted within an organization.  

Below is a list (not comprehensive) of other environmental stewardship, corporate social responsibility and ESG actions that can occur in tandem with impact reporting/storytelling: 

• Adoption of sustainability strategies, practices, processes 

• Financial disclosures and yearly reports to third parties (CDP, GRI, SASB)

• Adoption of third-party certifications, re-certifications, and third-party (ISO) audits for processes and systems.

• Formalized giving program for employees, tied to sales of products (i.e. buy a bottle and the company will plant a tree for each purchase),  and/or at the organizational level (i.e. we donate at least 1% of our sales a year to environmental nonprofits via 1% for the Planet.) 

• Internal reporting for supply chain surveys, product reporting tied to third-party certifications (Environmental Product Declaration, Health Product Declaration, Leaping Bunny, USDA Organic Certification, Non-GMO Project Verified)  

• Creation of internal employee engagement teams (i.e. green, wellness, and/or giving teams) 

• Planning and aligning business actions with the United Nations Sustainable Development Goals (SDGs)

• Participation in state/regional level business, and government programs (i.e. Wisconsin Green Masters Program, WI Department of Natural Resources Green Tier Program).  

• Adoption of strategies and development of governance structures that will help an organization build a culture of continuous improvement, and transparency (i.e. completing the B Impact Assessment and becoming a Certified B Corporation™)

Want to learn more, and hear from marketers and Certified B Corps working in the “Impact Storytelling Space,” check out the B Corp Marketers Network Impact Storytelling Webinar below. Hear from a distinguished panel of speakers: Kendra Peavy at Bold Co, Lisa Geason-Bauer at Evolution Marketing, Rochelle Guastella at Artisan Dental, and August Ball at Cream City Conservation, who shared their knowledge and insights about how credible, authentic impact storytelling can be used to elevate the Certified B Corp™ community of companies.