We created belief...
by communicating Microsoft’s progress & challenges in reaching their bold 2030 targets
Leading through transparency
Microsoft were one of the first to set themselves big, bold environmental goals, committing to become carbon negative, water positive, zero waste, and protect more land than they use by 2030. The last few years have seen major changes in the technology sector; new technologies hold promise for new innovations that can help get to the pace and scale needed to address the climate crisis, but implementing these technologies can have an environmental impact. While Microsoft is on track in some areas, it is falling behind in others.
Communicating this effectively is a challenge in its own right. Catastrophizing the climate crisis can risk stifling action, while only focussing on the positives is tantamount to greenwashing. Microsoft’s 2024 Environmental Sustainability Report needed to celebrate the progress they are making whilst being transparent and honest about the challenges.
Shifting from pledges to progress
To maximise the reach of the report, we created some accompanying digital assets. Animations brought key infographics featured in the report to life and a short film distilled the essence of Microsoft’s approach to sustainability. Our insight was centred around informed, yet impatient, optimism. Striking a balance between acknowledging the challenges Microsoft are facing and celebrating the progress they are already making. This led us to the creative concept of ‘the journey’ – showcasing Microsoft’s path to advancing sustainability.
Engaging audiences through visual storytelling
We leaned into visual storytelling, throughout the report. External feedback has praised the consumable nature of the report. And highlighted the clear tone that is demonstrated across both the text and the visuals.
Response to the report has acknowledged Microsoft’s overall emissions growth but noting Microsoft’s transparency, their ongoing commitment to their 2030 goals and celebrating the continued efforts to meet targets. Successfully communicating this nuance is a continual challenge, but one that this report has managed to achieve.
