Corporate websites show more focus on purpose and sustainability, report finds - Black Sun Global

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Corporate websites show more focus on purpose and sustainability, report finds

This article was first published in Informed Magazine, via The Investor Relations Society

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.

This years results 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 – that’s why this year our theme is “Lifeforce or lifeless: Hpw well does your website serve your purpose?”


Key takeaways

Purpose led communications

The upward trend in companies articulating their purpose has continued this year – rising to 79% of FTSE100 companies compared with 71% last year. Companies are shifting from boilerplate purpose statements – with purpose making its way to centre-stage, clearly linked to strategy, and reinforced through thought leadership. We are seeing 52% of FTSE100 sharing their purpose on their homepage or a dedicated page, with 47% communicating how their purpose is linked to their corporate strategy.

Strategically connected

A major theme for corporate websites in 2021 is a much greater focus on a connected corporate narrative, with more companies enhancing the connectivity between their strategy and other disclosures across their sites such as purpose, business model and other KPIs.

We are also seeing companies using strategy in-action case studies, resonating well with audiences as they evidence what the company is doing on a day-to-day basis and consequently helping to build trust.

Sustainability focused

Black Sun’s analysis sees continued advances in ESG disclosure, which has grown 41% this year compared with 34% last year and only 13% the year previous. Accompanying this rise in ESG discussions, other enriching content such as webcasts, presentations, reports and other supporting documentation is also being further explored among the FTSE100.

Companies are bringing their ESG approaches to life through visual elements, creating ESG investor packs, providing pull-out sustainability statistics, sustainability-specific news and disclosing how they report in line with SASB and TCFD frameworks.

Our Lifeforce or Lifeless research analysis is live and available via our website and will be presented over a series of targeted webinars. The analysis will also play a part in developing innovative digital strategics within the agency to support clients on their corporate websites, sustainability and investor sections.

For more information, please get in touch with our Marketing Manager, Matilda Paterson

To further information on the Investor Relations Society, check out their website


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.