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Beyond the Badge: Turning Values into a Compelling Impact Report

Updated: 4 days ago

Event recap from our recent webinar co-hosted by Milk & Honey PR



Speakers: Helen Steiger, Meilin Wong, Kirsty Leighton, and Frantz Braha


Earlier this week, B Lab Singapore had the pleasure of co-hosting an expert panel exploring how the work behind B Corp certification can be translated into a compelling impact report. The session brought together Kirsty Leighton, Founder & CEO of Milk & Honey PR; Frantz Braha, Chief Growth Officer at SaladStop! Group; Helen Steiger, Lead Consultant at Junxion; and Meilin Wong, Partner and CEO APAC at Milk & Honey PR, each offering unique perspectives and experiences from their organisations.


As moderator, Meilin set the tone by highlighting the extensive effort that goes into achieving B Corp certification, and how, for many, it can feel like the job is done once the certification is achieved. However, this would be a missed opportunity. An impact report is a valuable tool to sustain momentum, showcase the hard work behind the certification, and build engagement and trust among stakeholders.


Kirsty emphasized that after reaching a major milestone such as B Corp certification, there should be a renewed drive to create a compelling impact report. Such a report articulates to stakeholders why a company exists and demonstrates its moral compass in action. During the certification process, there is often a heightened sense of purpose and a wealth of data that can readily be carried over into the report. An impact report can also be an indispensable tool for building brand recognition and recall, which is especially powerful when paired with the credibility of B Corp certification.


Helen added that companies now have a unique opportunity as they begin working toward certification under B Lab’s new standards. They can use this moment to communicate the new areas they are focusing on and share their strategies for continuous improvement.


Show progress, not perfection - Kirsty Leighton

The discussion then turned to shaping an impact report that can also serve as a business growth tool.


Frantz emphasised the importance of considering who will be reading the report, how they will access the information, and which details will be most relevant to them. For example, consumers visiting SaladStop! outlets or browsing its online platform often have limited time to engage, so concise and visually engaging formats work best. This might include sharing information about ingredient sourcing and a few key messages in-store or through a dedicated microsite online.


Consider communicating impact via a microsite - Frantz Braha

In contrast, investors may seek more comprehensive insights into the organisation’s overall performance and long-term strategies, while landlords could be particularly interested in net-zero targets, as these align with their own goals to reduce environmental impact.


The skillful presentation of data, combined with thoughtful storytelling, emerged as a key theme, highlighted by both Kirsty and Helen. Helen suggested taking a structured approach to crafting a compelling report, beginning with a strong demonstration of good governance. This could include sharing overall strategies and showing senior-level endorsement through a leadership foreword. Data should clearly communicate both targets and progress, while stories should build real-world connections relevant to stakeholders and the wider industry. A practical tip from Helen was to review impact reports from other companies to identify what resonates and what doesn’t.


Use the opportunity to communicate that you are working on meeting B Lab's new standards - Helen Steiger

Kirsty added that effective storytelling focuses on outputs, not inputs. In other words, not just what you did, but what those actions led to and the impact they created. Helen shared a simple four-point framework to help shape this narrative:

  1. Context: Ground your story in the areas of material impact for your business

  2. Purpose: Explain how your organisation is taking action.

  3. Innovation: Highlight the new ideas, products, services, or initiatives you’ve implemented.

  4. Impact: Demonstrate the outcomes and results achieved.


The speakers also shared practical ways to turn the impact report into a genuine driver of growth and engagement. Here are their top ten tips.


  1. Integrate reporting into your core strategy for people, planet, and profit.

  2. Start tracking and documenting everything your company does to create impact.

  3. Empower your team to use the impact report as a communication tool that tells your company’s story.

  4. Give your report personality through authentic, nuanced storytelling that reflects your industry context.

  5. Repurpose your report content into smaller sections for social media and visual storytelling.

  6. Share the report widely with stakeholders, including suppliers, to strengthen engagement and transparency.

  7. Celebrate with your employees. Use the report as a source of pride, motivation, and encouragement.

  8. Keep the report clear and balanced. Focus on authenticity rather than competing with others’ reports.

  9. Leverage the B Impact Assessment and B Impact App to access benchmarking data and track performance against the UN SDGs.

  10. Consider who will be reading the report and how they will access the information, when deciding on a format. 


Give your report personality through nuanced storytelling - Meilin Wong

We would like to thank the Milk & Honey PR team for co-hosting the event and making it a success, as well as our wonderful speakers, Kirsty, Frantz, and Helen, for their generous and insightful sharing, and Meilin for her skillful moderation in guiding the conversation.


We hope the session left the audience inspired to begin their own impact reports. To help get started, Milk & Honey PR has kindly put together an Impact Report Starter Kit.


We are always expanding our movement. If the above spoke to you, and you are part of a business that places impact at the heart of what you do, get in touch with us to be part of the B Corp community! Connect with us, subscribe to our newsletter, and attend our upcoming events.


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