Cisco impact report cover detail.

Fortune 500 Impact Reports Take Sustainable Approach to ESG Marketing

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Published on January 17, 2025

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Impact reports represent a safe harbor for marketers to discuss corporate social responsibility as a profitable business practice.

The public affairs conversation over environmental, social and governance (ESG) action is even more heated in 2025. Yet environment and workforce concerns animate many of the impact reports Purpose Brand reviewed from 27 Fortune 500 companies. 

Despite anti-ESG narratives and diversity blowback on social media, global enterprises still must meet stringent European Union and California disclosure standards. Impact reports help turn the emphasis from political requirements to risk management and profitability.

Impact reports in past years have tried to show the scale or benefit of charitable giving and volunteerism, but in recent years they have expanded their scope beyond philanthropy. For 2025, marketers may return to more traditional corporate social responsibility themes. But the 2024 emphasis on measurable returns will find a fertile field for growth.

Reports published in 2024 treat net-zero emissions and board diversity as urgent concerns. Impact reports allow investor relations specialists to tell vital ESG stories with less political baggage. Oracle was the most prominent company to back away from impact storytelling–its last social impact report was published in 2022.

To win over sustainability skeptics, companies put frameworks in place to show measurable progress. Stock analysts track environmental action, but they value the strategic and operational muscle that produces climate innovation. 

Fortune 500 Marketing

Ten of the largest corporations in the Fortune 500 use impact reports to show the results of their ESG ambitions, not only in its internal operations but its global effects.

McKesson employees.
McKesson’s impact report notes efforts to become the best place to work in healthcare.

McKesson: In its July 2024 impact report, CEO Brian Tyler notes the medical supplier’s community pharmacy services in underserved communities and diverse clinical trials, in line with its stated purpose of Advancing Health Outcomes for All. Cancer treatment and research get repeated coverage in the FY24 Impact Report, released in July 2024, featuring the McKesson Cause Network for employees and a role in the federal Cancer Moonshot. A digital assistant handles 35% of the organization’s human resources cases and resolves two-thirds of them. McKesson’s ESG framing covers People, Partners, Community and Planet. Reporting in the back third of the report follows sustainability and climate disclosure frameworks, giving the workforce less emphasis.

Comcast: The media company centers its June 2024 impact report on a $1 billion, decade-long digital equity commitment. Project Up encompasses internet adoption, career training and support for entrepreneurs and small businesses. An introduction from the CEO and chief diversity officer reaffirms Comcast’s goal of an “inclusive workplace where everyone feels valued and empowered to contribute.” Multiyear charts show executive diversity gains with little topline change in workforce representation, suggesting the challenge companies face in holding to diversity goals.

Humana: In its 2023 impact report, published in April 2024, CEO Bruce Broussard notes improved health outcomes for Black enrollees in its Medicare Advantage plans; for 2024, 94% of Medicare Advantage members enrolled in plans rated 4 stars and above on Medicare’s 5-star scale. Humana’s ESG materiality review gives high priority to access to care, member health and quality of care. But the environment is given its due, with the report noting a 7% reduction in Scope 1 and 2 greenhouse gas emissions was accepted by the Science Based Targets Initiative.

State Farm: What makes an employer a good neighbor? The insurer tries to quantify its commitments in its 2023 impact report, published in June 2024. CEO Jon Farney cites 155,000 volunteer hours in 2023 from over 65,000 employees, which averages out to 2 hours and 23 minutes each, though agent contractors no doubt are more active in the community. Diverse perspectives and respect are valued in the narrative; a bar graph shows backsliding in executive representation but progress elsewhere, and 86% of internal survey respondents like their work as State Farm employees.

Tesla: “ESG is the devil,” Elon Musk famously tweeted in 2023 when high tobacco company ratings hacked off the Tesla CEO. Yet ESG matters to Tesla: Its annual impact reports make a forceful case for the sustainability of electric cars, backed with the results of corporate responsibility audits and risk assessments for ESG factors. This year’s model, debuting in May 2024, addresses safety, security, privacy and even affordability concerns, often touting advancements that turn on accumulated driving data. Supply chain efforts range from cobalt and lithium sourcing to logistical use of Tesla’s Semi electric truck.

HCA Healthcare: CEO Samuel N. Hazen gives a clear statement of purpose: “We exist to give people a healthier tomorrow.” The hospital chain’s annual impact, published in March 2024, report ties technology efficiencies to patient safety and outcomes, such as a virtual nurse to assist with administrative tasks and prompt nurses to follow bedside protocols. HCA-owned Galen College of Nursing is establishing campuses in 21 cities, and a $10 million pledge extends grants and scholarships to support Historically Black Colleges and Universities (HBCUs) and Hispanic Serving Institutions (HSIs).

Nike impact report cover.
An athlete advisory panel is credited with influencing product innovation in Nike’s impact report.

Nike: The March 2024 impact report tracks progress toward goals for 2025, achieving minority workforce and leadership targets among the 29 objectives. Charts mark progress (as with renewable energy, waste reduction and recycling) and backsliding (in inclusive leadership training). An athlete panel is credited with spurring research into period-leakproof performance wear and gear for pregnant and post-partum athletes.

3M. The commercial and consumer product manufacturer highlighted sustainability initiatives in its March 2024 Global Impact report. Bar graphics representing progress toward completing 2025 goals for a circular economy, climate solutions and community support. A detailed materiality assessment marks a shift in stakeholder priorities toward product innovation to address climate change. Carbon reduction projects and products included a Scotc recycled paper alternative to bubble wrapThe 3M Environmental Justice Summit was framed as “one of the first times a corporation brought together private companies, public entities, and community organizations to share insight and perspective.”

Salesforce:  With its massive use of energy, water, and resources, sustainable AI emerged as a critical focus in the FY24 Stakeholder Impact report from March 2024. Development of its Einstein platform also prioritized AI safety measures such as model testing, bias and toxicity tests and a Trust Layer to protect customer data. A 49-page appendix makes detailed ESG disclosures.

Duke Energy: A 125-page impact report published in April 2024 aims to show progress toward 2050 clean energy goals. “Although our path will not be linear as we retire coal and bring new generation resources online, we remain on target to achieve 50% reduction by 2030, 80% by 2040 and net zero by 2050,” states Chair and Chief Executive Officer Lynn Good. Duke Energy is also cutting methane emissions and investing in renewable natural gas.

Large public companies with impact reports also include Hewlett Packard,  McDonald’s, Land O’Lakes, Estée Lauder, Guardian Life, Hormel Foods, Expedia Group, S&P Global, eBay, Darden Restaurants, KLA Corp., Foot Locker, Williams-Sonoma, Lululemon Athletica, J.M. Smucker and Skechers USA.

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