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Practice what you preach

Jun 24

Investors, analysts and employees all appear to agree. The road to a good relationship between your company and your stakeholders is an aligned company purpose and business strategy.

Yes. We're still at it. We're busy analysing and crunching all the data from our latest research on Trends in Danish corporate reporting.

This time, our focus on key stakeholders sets the Trend Study 2.0 apart from the previous one. Here at Kontrapunkt and Simple revolution, the questions that draw readers into your annual and ESG reports fascinate us.

Which primary touchpoints are essential for analysts and investors? Which specific elements are tipping the investment decisions of private investors? And finally – but not least – is it possible that your organisation could foster stronger relationships and attract the best talent by producing engaging corporate reports?

We're already beginning to identify some exciting insights. Particularly regarding the importance of establishing alignment between the company' purpose' and its activities.

For the employees we spoke to, the company's purpose is fundamental.

They want the annual and ESG reports to shed light on how 'purpose' guides the company's value creation, business model, strategy and ESG priorities.

One employee told us: "Purpose and sustainability... There's something professional about a company's ability to express itself clearly in these areas."

Commenting on the strategy and outlook sections in annual reports, another employee said: "I'd like to see the outlook in the context of the company purpose. There should be a red thread connecting the core activities to the plans for the future."

Investors and analysts are more pragmatic regarding the unifying role of 'purpose' in a corporate report. There needs to be consistency. As one of the international investors we spoke to said: "When they (purpose and business model) are aligned, it's very powerful and creates the most stakeholder value."

The study will be released on the other side of summer, but we will make sure to send you a copy via email, if you enter your details below.

Sign up for the study here:


By signing up to the study, you also agree to receive webinar and event invitations from Kontrapunkt. Remember to check your spam or junk mail folder if you don’t receive anything within a couple of hours.

Want a meeting?

Want to learn more about the study? Or how we might help your company create clear and engaging corporate reports? We would be more than happy to meet up and share our thoughts. All you need to do is fill in your details, via the link below, – and we’ll get right back to you to schedule the meeting.

Kim Paulsen

Client Director & Partner

Reach out to Kim to learn more about this project or how we can help you.