The Collective - 2022 impact report review

This week I've been looking at The Collective UK's impact report. Here are three things I like and three questions it raises...

đŸ‘đŸ» 3 things I like...

1. IMPACT STORY

I always say that your impact report should tell a story. What’s the difference you want to make? How are you doing that? How’s your journey going? 

So I was very happy when I saw The Collective refer to their impact report as their ‘2021-22 impact story’ 😊 

2. CLEAR ON STAKEHOLDERS

They spell out who their stakeholders are so it’s clear who they’re thinking about. Though I did wonder why the farmers and cows weren’t listed?

3. HOW THEY WORK WITH RETAILERS

I loved the detail about how they work with retail partners. These are such key stakeholders and yet a lot of businesses don’t mention them to this extent in their impact report. What they said made me want to work with them!

❓3 questions it raises

1. WHAT’S THE IMPACT THEY WANT TO HAVE? 

I wasn’t completely clear on the difference they want to make in the world and why this matters. 

There’s a massive imperative to change our whole food system and so I’d have loved to hear more about what they mean by ‘an extraordinary yoghurt with unbeatable taste’. What does ‘extraordinary’ mean to them? How does this link with the impact they want to have?

2. HOW DID THEY DECIDE WHAT TO FOCUS ON?

They’ve done lots of work on environmental sustainability and made some innovative stuff. How did they decide what to priortise? 

Full disclosure here
 I’ve spoken to the team and so I know their activities were 100% driven by data and materiality – I’d have loved to have seen that in their impact report.

3. HOW DO THEY DECIDE WHICH CHARITIES TO SUPPORT? 

Is it linked with the impact they want to have? The communities where they operate? Causes that are important to their employees? Something else?

***

You can read the report for yourself here and let me know what you think.


If you’re preparing to write your own impact report, you might find my FREE Impact Reporting Roadmap helpful:

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