Sustainability storytelling for the Nordics’ leading leisure travel operator

Celebrating Nordic Leisure Travel Group’s people, culture and sustainability achievements in their sustainability reporting

‘Cut the clutter’ has long been the trend that many reporting teams have rallied round. And for good reason. But you need know what you call clutter. And, in our view, case stories are not what you want to be cutting from your report. They’re rich, emotive demonstrations of what your organisation can achieve when operating at its best.

Nearly every company talk about their employees as their ‘greatest asset’. And refer to their culture as ‘unique’. All of which might be true.

But the purpose of your report is to document. To prove. Ultimately to persuade. And claims of this nature – including references to figures like Net Promoter Scores – won’t do these claims justice. You need stories and evidence to back them up.

Bringing the company culture to life

Since 2021, we’ve worked closely with the editorial team at Nordic Leisure Travel Group (NLTG), the largest leisure travel operator in the Nordic region, to refine the format of the traditional case story for their sustainability report.

Each year, we showcase the company’s ESG efforts through a powerful suite of case stories highlighting how people drive NLTG’s sustainability initiatives. These stories bring the company culture to life, demonstrating to investors, potential employees, and customers what ‘most valuable asset’ and ‘unique culture’ truly mean.

Beyond the sustainability report

For NLTG and our other clients, case stories have created value beyond the report as well. By being repurposed as standalone stories in other media and across other platforms, in print as well as live interviews.

Real life stories resonate with readers – your stakeholders – helping them engage at more emotional level with what your business is all about. They work to build trust. This is why they are not the clutter you want to cut in your report.

• Some big benefits to why you should (still) use case stories in your report:
• Show your purpose and values in action
• Demonstate the value of your company culture to investors and other stakeholders
• Bring data to life with real-life examples
• Show your progress in a context that people can relate to
• Boost employee engagement
• Create communication assets for re-use in other media