Motion and meaning

We’ve commented a few times previously on the challenges of integrated reporting. In particular the need for companies to show the links they see between financial and non-financial performance and the long-term sustainability of their business.

If a company believes the links exist and have measures to demonstrate them, then they’ve more than broken the back of the challenge. But they’re nonetheless still faced with the difficulty of how they present these links to the outside world.

Reports (unfortunately) are entirely linear pieces of communication, whether they’re presented in print or html. Yes you can jump around them finding the bits you want but essentially they’re always put together as a progressive argument with each section dealing with a fairly singular aspect of the business. The cumulative effect of all sections is intended to be a complete view of the business.

When it comes to integrated reporting it’s a holistic view you have to convey, which is where a medium such as motion graphics might come in handy. On screen at the same time you can be communicating the subtleties of financial, social and environmental performance whilst also indicating the relationship between all three.

Imagine an analysis in motion graphics form, for example, of the mid- and long-term impacts a company has as a consequence of an increase in manufacturing output. They generate jobs but at the same time raise CO2 emissions. They increase revenue and maybe also profitability but also become subject to greater environmental taxes and negative reputational issues.

Motion graphics would be a fantastic means to illustrate the dilemmas involved in growth, helping demonstrate the reasons behind the choices that have been made and conveying a range of impacts over time.

Realistically, motion graphics are not going to get past the auditors as a formal report but communication in this form will likely ensure more people take an interest in the breadth of accountabilities a company has, and why we need them to address these responsibly for the greater good of people and planet as well as their profit.