Five years, four reports, one ongoing story

This is our fourth reporting project with Karo Healthcare, and each year the brief has grown both in ambition and in the audiences it’s trying to reach.

What we’ve focused on building up over time in Karo’s sustainability reports is an ongoing value story about the company’s commitment to purpose and progress. The reports have become a series of thematic stepping stones, each one leading into the next. Line up the openings of Karo’s reports and you’ll see how this consumer healthcare company – focused on delivering smart choices for everyday healthcare – has evolved, year on year.

That continuity has always been the heart of what we do for them. Coming on board as strategic consultants, writers and editors, working closely with Karo’s in-house team and their long-term design partner, StudioC.

A bigger brief, a bolder format

This year’s report was a special one. Karo had defined an ambitious new corporate strategy – ‘Grow to top 5’ by 2030 – and welcomed KKR on board as their new majority owner. With those two shifts, the brief evolved too.

Karo no longer wanted a sustainability report alone, but they weren’t quite ready for a fully integrated one either. So together we created a richer, more integrated reporting experience in two parts. Part one is an accessible Annual Summary, designed to bring employees, future talent and customers into the company story. Part two is the Sustainability Statement, aligned more closely with the CSRD/ESRS framework.

Together, the two halves reflect Karo’s wider ambition: to embed sustainability more deeply into the business while telling a broader, more relatable story about where the company is heading.

Shaping the story together

Our process is entirely remote: Karo is located in Stockholm, but we’re not; neither is StudioC. The collaboration happens over Teams calls, so what matters is the deep expertise, dedication and trust from all of us, not the postcode.

Content production for the report kicks off with Alice and Lisa on the Karo team giving us a rundown of what the year has been about. Pulling all this insight together, we come back with the routes we believe this year’s value story can take, picking up where last year’s story left off. Karo chooses the one they prefer, we fine-tune it together, and the narrative for the year unfolds inside that frame.

‘Growth’ was the driver for this year’s story. Karo is growing commercially. They’re growing through new ownership. And internally, they’re growing a new mindset through their employee-focused ‘Everything Counts’ programme. Three kinds of growth, one connecting thread.

A report designed to do more

Karo’s 2025 Annual Summary and Sustainability Statement is a more integrated, more accessible report. One designed to do more, for more people. By broadening the audience and tweaking the format, this report becomes more than a publication; it becomes a content platform that can be repurposed across internal and external channels, extending its value well beyond publication. That’s been a long-standing problem with annual reports across many organisations – that the brilliant thinking inside them tends to be used once and then disappears. This one is designed not to. This report opens up the story to new audiences in a new chapter for the business. And it stays true to the longer narrative we’ve been building together for half a decade.

Words from our client:

“Simple Revolution has been with us across four reports now, and what we value most is how they’ve helped us shape a clear, evolving narrative for Karo year after year. They understand where we’ve come from, where we’re heading, and help us communicate that journey in a way that feels authentic to Karo.” – Alice Devine, Head of Sustainability, Karo Healthcare