b'WHAT CAN GO WRONGIts not just data that can be misleading. Firms can use misleading images or low-value certifications to indicate & HOW TO AVOIDhigh performance. They can unfairly borrow credentials COMMON MISTAKES throughassociationsuchasthroughsponsorshipsor partnershipswithcharitiesorsocialenterpriseswith Not understanding materiality.strong reputations. Choosing to report on sustainability issues that suit theUsing inaccurate informationfirms image but ignoring topics that are important to your stakeholders will not distract them from lookingFew firms would deliberately use incorrect information forinformationabouthigher-prioritysustainabilityinprovidinginternalorexternalreporting.However, issues.Itsimportanttounderstandwhichissuesareit is possible, without due careto make mistakes or material to your stakeholders and communicate themtopresentinaccurateorinconsistentinformation. in a transparent, balanced and accessible way. In theThe systems, checks and delegations used to collect simplest terms, a firm needs to clearly understand itsandreportafirmssustainabilityinformationshould stakeholder groups and what they care about. be similar in structure and rigour to financial or staff performance information.Overselling performanceCollecting data is a deliberate act and is often difficult Sustainability communication differs from a sales-basedto do retrospectively. It is best not to make claims about approach. Overconfidence, the use of jargon and vaguesustainability performance if your organisation doesnt representationofthesustainabilitycommitmentswillhave the ability or systems to capture the evidence to fail to meet scrutiny. Overselling can also be obvious andsupport them.attract attention. The simplest way to avoid overselling is by setting clear objectives and targets on materialFree riding on international commitmentsissues.Developingshort-andlong-termtargetsthat quantify planned progress enables clear reporting onSomeinternationalfirmshavesustainability the effectiveness of strategies and actions in achievingcommitmentsthatmaybeactivelyresourcedand planned change.implemented in their lead country but do not have equal mechanisms or resourcing to deploy these programs as Reporting against industry benchmarks is also one ofeffectively in the local jurisdictions. If communicating the best ways to avoid overselling performance. Thisglobal programs values and commitments, Australian provides stakeholders with a clear view of performancelaw firm offices should be able to separate their own against peersso long as the information is comparable.commitmentsandperformanceasitrelatestotheir own offices Using partial or misleading informationImbalanced future plansLies, more lies and statistics. It is possible to cherry-pick and filter available data to provide many differentReportingisnotalwaysretrospective.Stakeholders perspectivesofasinglereality,whichistrueofwanttoknowhowanorganisationisplanningto sustainabilitymetrics.Intheinterestoftellingtherespond to results. These disclosures include reporting most upbeat story, organisations should not choose toon firms policies, structures to ensure accountability ignore data that is trending in the wrong direction. Theyand performance, targets and actions planned, and the also need to be careful not to highlight only the mostresourcing allocated. The level of action planning and positive information or to choose subjective informationaccountability should reflect performance, progress and that relies too much upon interpretation.Like above,ambitions. The reporting process can often highlight structuring reporting against a set of material issues,imbalancesandthetemptationmaybetooversell with clear objectives and targets, will help avoid thewhere weaknesses in strategy are identified.tendency to cherry-pick.'