The Digital Index assesses how effectively companies communicate across their digital channels. It evaluates:
Content quality and clarity
Stakeholder engagement across audiences (investors, employees, readers)
Adoption of digital best practices and innovation
We’ve applied the Index globally to the FTSE 100, the STI30 in Singapore, and other leading indices. Expanding the scope to a sample of the FTSE 250 allows us to better understand how mid-cap companies are embracing the challenges and opportunities of today’s digital environment.
Analysts say a poor website can dampen investment decisions
Say websites can be persuasive on investment decisions
Say websites are used to assess stock
Investors use LinkedIn weekly
Management of ESG important in investment decision making
Workforce expect their employer to be a force for good
Employees look for company values aligned to their own
Workforce expect their employer to be a force for good
The research highlights four forces reshaping how companies connect with stakeholders:
Artificial Intelligence
AI is now central to digital strategies - driving translation, video generation, summaries, personalisation, and chatbots. Critically, it is also a traffic driver: visits to corporate websites from AI tools have risen by 900%.
Shifts in Media Consumption
Stakeholders consume content differently. Some skim headlines, others want a balance of narrative and data, while many look into technical detail. Social channels and video are becoming increasingly important, while almost half of searches are expected to be “clickless” by 2025.
Regulatory Change
Disclosure requirements such as the CSRD are pushing companies towards web-first reporting and accessibility compliance, reinforcing the role of websites as the central repository for corporate information.
The Trust Deficit
Trust in institutions remains fragile. Businesses are now more trusted than governments and NGOs, but credibility depends not only on owned channels, but also on how content is surfaced by search engines and algorithms.
This year’s Index, under the theme “New Direction, New Realities”, offers a clear picture of where FTSE 250 companies are excelling, and where gaps remain. Six themes emerged:
1. Connected Narrative
A consistent corporate narrative is vital. While 77% of companies reference purpose, integration across sustainability, investor, and careers content is inconsistent. Leaders such as Burberry, Spectris, and Wood PLC stand out. Wood’s careers section, for example, introduces a compelling narrative supported by strong employee profiles that bring company culture to life.
FTSE250 are more purpose led
Purpose led narrative
Share stakeholder engagement content
But there is more to do to connect narrative through to audiences
Purpose led job seeker narrative
Anchor sustainability from purpose
2. Building Investor Confidence
Nearly 90% of companies report KPIs and highlights, but fewer articulate a clear investment case underpinned by narrative. Burberry and Hayes are among those setting a higher standard, though opportunities remain to strengthen design and consistency.
Realising the value of communications
FTSE100 perfromance
More narrative introduction
Provide an investment case
Introduce sustainability
Introduce sustainability
Publish and online report
Similar trends for the FTSE250, however slightly less narrative led than FTSE100
More narrative introduction
Provide an investment case
Introduce sustainability
Introduce sustainability
Publish and online report
3. Material Sustainability
Sustainability disclosures are improving, but only a subset of companies explain how they identify and prioritise material issues. Case studies and timely updates remain underused despite their value for engagement and search visibility. Breedon and Pennon are notable for transparent and well-structured sustainability communications.
Linking sustainability activity to material issues and outcomes
FTSE100 performance
Link to purpose
State material issues
Explain materiality process
FTSE250 don’t link sustainability as well from their purpose or provide information on how they have determined the material issues
Link to purpose
State material issues
Explain materiality process
Evidencing performance and outcomes
FTSE250 leaders communicate the outcomes of their sustainability activities
Share case studies
Publish sustainability specific news
4. People and Culture
The careers page is increasingly more than a job board. Companies are showcasing values, benefits, and employee experiences to attract talent. Again, Wood PLC demonstrates best practice in bringing its culture to life through storytelling and design.
To attract the best talent
Sharing culture & values
Increase in people profiles
Increase in promoting benefits
5. Leaders vs Laggards
The performance gap between leaders and laggards has grown significantly.
A widening gap...
Leaders
Laggards
Leaders
Strong in content & experience
Best practice content
Clear narratives
Interactive & engaging content
Laggards
Weak in content & experience
Minimal content
Lacking narrative
Dated designs
6. Harnessing Social Media
LinkedIn remains the dominant platform across both the FTSE 100 and FTSE 250. Usage of X (formerly Twitter) continues to decline, while video platforms like YouTube are growing. Emerging platforms such as TikTok and BlueSky are gaining traction but remain niche. The key is not to be everywhere, but to be effective: companies should focus on the platforms most relevant to their stakeholders and tailor narratives to each channel’s style.
FTSE 100: Coca-Cola HBC, Vodafone, and Centrica demonstrate excellence across narrative, investor, sustainability, and careers content.
FTSE 250: Burberry, Breedon, Hayes, Pennon, and Wood PLC stand out for their integrated narratives and effective use of digital channels.
The Index points to several clear actions for companies seeking to strengthen their digital communications:
Connect the dots between purpose, strategy, and sustainability
Use clear narratives, case studies, and people stories to build authenticity
Highlight key messages and data to support both human audiences and AI-driven tools
Ensure design and user experience reinforce clarity and accessibility
Focus resources on the digital channels that matter most, and excel there
Black Sun partners with clients to:
Benchmark against the Digital Index
Conduct content reviews with our specialists at Stratton Craig
Enhance site design and user experience
Provide data-led insights into stakeholder behaviour
Deliver AI and SEO strategies through our AI Authority Analysis tool
If you’d like to understand how your company measures up, or explore how we can strengthen your digital narrative, please get in touch with our team.
📩 Contact: Abbie Dixon
📧Email: adixon@blacksun-global.com
About Black Sun
Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world.
We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.
As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.
For more information, please visit: www.blacksun-global.com
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