Sustainability Report
Client
McLaren Racing
Tags
sustainability, sport, long-form content, copywriting, B2B, copyediting
2022
Situation
McLaren Racing had a wealth of sustainability initiatives and achievements that it wanted to share in a comprehensive, accessible way that also allowed it to establish benchmarks for future sustainability efforts. The goal was to showcase its leadership in sustainability, strengthen values-based relationships with partners and fans, and highlight the role sports teams play in advancing the UN’s Sustainable Development Goals.
Solution
I led the creation of an 18,000-word sustainability report – the first report of its kind from a Formula 1 team – that cemented McLaren’s position as a sustainability leader in motorsport. The project involved reviewing a year’s worth of communications, interviewing senior stakeholders and writing the report in reference to key GRI standards on sustainability reporting.
I worked with McLaren’s sustainability analyst to translate complex data into accessible language, drafted letters from the team’s CEO and Sustainability Director, and ensured the report was consistent with McLaren’s tone and style guide.
The report provided a clear roadmap for McLaren’s ongoing commitment to sustainability and set the standard for other Formula 1 teams.
