Black Sun is a stakeholder engagement agency that delivers an integrated approach combining digital engagement, strategic disclosure, and reporting that goes beyond compliance, as well as expert ESG advisory. As part of the Positive Change Group, Black Sun works alongside partner agencies such as People Made, which focuses on culture and brand, and Stratton Craig, which specialises in content strategy. Together, they help organisations align their internal culture with their external reputation, offering holistic communications support.
The digital reporting environment is transforming rapidly. Five major trends are reshaping the field:
Stakeholder-centricity is now essential in corporate communication, as today’s stakeholders are increasingly diverse, well-informed, and expect more meaningful engagement. Organisations must strike a balance between meeting compliance requirements and delivering clear, compelling storytelling. This also involves ensuring consistency between internal and external messaging, while crafting content that resonates with human audiences and is optimised for machine readability.
AI is fundamentally reshaping how content is discovered and consumed. With 60% of search results now “clickless,” organisations must optimise their content not just for traditional SEO but for AI-generated responses. Generative AI is also becoming a key player in content creation, analysis, and reporting automation. Tools like ChatGPT are transforming how users search for and interact with information, making structured data and well-crafted metadata more important than ever for visibility and relevance.
Media consumption is evolving rapidly, with predictions suggesting that by 2030, 70% of website interactions could occur through AI-driven chat interfaces. As voice search becomes more prevalent, and multimedia storytelling—including video and audio—gains popularity, especially among retail investors, organisations must adapt their content formats to remain relevant and accessible.
Advances in technology are making it easier than ever to deliver consistent messaging across platforms. Tools now support “write once, publish everywhere” workflows that streamline content deployment across PDFs, websites, and social media. Leading examples such as ABF and Santander showcase the benefits of a digital-first approach, offering tiered experiences for different user needs and ensuring their content is optimised for AI discovery.
Corporate communications must be firmly rooted in stakeholder priorities to ensure relevance and impact. This begins with crafting purposeful messaging tailored to distinct audiences. Organisations must go beyond basic disclosures to tell authentic stories that reflect their values and aspirations, while using multi-channel strategies to deliver content in the most engaging and accessible formats.
AI is reshaping content visibility. Structured data, metadata, and summary boxes to help AI systems understand and index content effectively, is very important. Ensuring both PDFs and web content are machine-readable and maintaining consistency in data points, like dates and figures, builds credibility and boosts performance across both human and AI-driven search environments.
Social media is increasingly able to extend the reach of corporate reporting. By repurposing annual report content into snackable formats such as videos, animations, and infographics, companies can drive higher engagement. Leveraging leadership voices further enhances credibility, while campaign tracking allows for ongoing optimisation. One campaign example demonstrated this success with 86,000 impressions, over 50% engagement, and a 30% report download rate.
Importantly, companies must design digital experiences that cater to different user preferences. These include skimmers who seek quick highlights, waders who prefer short summaries or multimedia, and divers who want in-depth information like full reports. Enhancing accessibility through audio and video versions of executive content, as demonstrated by Santander, can significantly broaden reach and engagement.
Technology continues to improve the efficiency and impact of corporate reporting. AI tools now support a range of tasks, including translation, content personalisation, and data analysis. Platforms like Workiva allow centralised content creation with automated distribution across print, PDF, and web formats. Meanwhile, analytics tools are increasingly capable of tracking user journeys and providing insights into emerging channels like AI search.
Legislative changes, particularly the EU Accessibility Act, are driving improvements in digital accessibility. Companies are responding by publishing formal accessibility statements, integrating assistive navigation tools, and using web scanners to identify and fix accessibility issues. These efforts not only support compliance but also align with broader diversity and inclusion commitments.
Companies need to take a strategic approach to digital engagement, beginning with a value chain model that spans planning, reach, experience, and technology. Embracing continuous, AI-friendly reporting and prioritising accessibility, discoverability, and authentic storytelling will be key to future success.
We are looking forward to our upcoming event, our Digital Index Launch, which will assess corporate website performance. To find out more details and sign up click here.
For organisations seeking to enhance their digital reporting strategies, Black Sun offers expert support—from SEO and geo-targeting to content strategy and performance analytics. If you would like to speak to our team further about this, please get in touch.
To watch the full webianr please contact Bob Crosbie-Dawson, Senior Growth Manager.
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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