Corporate websites become purpose led, Black Sun Insight shows - Black Sun Global

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Corporate websites become purpose led, Black Sun Insight shows

Black Sun has launched their latest analysis of corporate websites and how they have evolved over the past year. The result is a real shift in how companies are communicating how they deliver value – more purpose led, much more strategically connected and a significantly greater focus on sustainability.

The analysis of over 200 different metrics provides an in-depth assessment of corporate websites across content and the user experience. With this being the 7th year of analysis we are able to see the latest trends, features and content shifts in how companies are meeting the needs of their different stakeholders.

Richard Dixon, Black Sun’s Chief Digital Officer said, “We are seeing a significant transformation of corporate websites as they become much more purpose led, and companies are striving to evidence the positive contribution they make to their stakeholders and wider society”

“Our purpose is to make businesses more valued by their stakeholders, and this analysis reinforces our commitment to delivering highly effective digital communications solutions that help our clients better engage with all their stakeholders.”

Key takeaways

Purpose led communications

Purpose is taking centre-stage. Out of the 79 who state their purpose, 52 share their purpose on either the homepage or a dedicated homepage and 47 communicate how their purpose is linked to their corporate strategy.

Strategically connected

The second major theme for websites in 2021 is a much greater focus on a connected corporate narrative with 47% of companies relating strategy to purpose.

Sustainability focussed

In 2020 sustainability saw one of the most significant changes, this has continued into 2021 with significantly improved sustainability narratives. Today 69% of companies are describing the impact of their sustainability activity, and now 60% are mentioning carbon reduction as part of their sustainability mix, and 53% are providing sustainability specific news or stories.

This sustainability is of course amplified by the investor community’s focus on sustainability through ESG, which now almost half of companies reference in their investor pages.

This research shows how corporate websites can be a real ‘lifeforce’ in articulating and communicating the value companies deliver and can serve a real purpose in engaging stakeholder communities. Our research helps Black Sun and our clients deliver ever-improving digital communications and better experiences to better engage stakeholders and improve how business are valued.


For more information, contact our Marketing Manager, Matilda Paterson

About Black Sun

Black Sun is a global stakeholder communications company with offices in London and Singapore. We are united by a common purpose of making businesses more valued by their stakeholders. We are powered by a unique mix of strategic insight, creative inspiration and technology advantage, and help businesses communicate authentically how they deliver value to their stakeholders. We believe that inspiring strategic communications can spark positive change and drive long-term, sustainable performance.