ESG Report

 

 Creating an ESG report is not just about meeting regulatory requirements or corporate obligations. It is a strategic tool that helps organizations communicate their values and sustainability commitments to all stakeholders. The HORNBACH case study demonstrates how an effective ESG report can not only enhance brand perception but also strengthen relationships with key stakeholders and contribute to the company’s long-term success.

 

Challenge

HORNBACH had access to a wealth of sustainability data but lacked the internal capacity to process and communicate it effectively. That’s why the company turned to PRAM, requesting the creation of an ESG report that would present key achievements—particularly in the area of Scope 3—and showcase all of HORNBACH’s sustainability efforts in an engaging way.

PRAM came up with a unique concept: structuring the report into three chapters based on the pillars of ESG. Each section was filled not only with relevant data but also with compelling storytelling designed to capture attention. The agency built the narrative around HORNBACH’s 25 years on the Czech market, incorporating stories of long-term employees and authentic interviews with key members of the management team.

These texts were brought to life in a new visual layout that broke away from HORNBACH’s global design standards. After the report was published, PRAM delivered a comprehensive communication package, combining content, interviews, and social media posts—targeted across business, economic, and even lifestyle media.

 

Cooperation

The first step for the agency was to organize the structure of the report—defining the chapters and the flow of information. This was followed by several weeks of data collection, which required a dedicated contact on HORNBACH’s side to source the necessary information. Once the groundwork was laid, the writing process progressed smoothly, involving a multi-member team that drafted, reviewed, and refined the content.

Throughout the entire process, PRAM worked closely with the graphic studio Sans & Serif, which was responsible for designing the final layout of the report.

Immediately after the report’s release, PRAM issued a press release and arranged interviews for major newspapers and economic media outlets. To maximize public reach, the agency developed a tailored native format in collaboration with Seznam.cz. This content linked the ESG report to the broader topic of water scarcity in the Czech Republic, complemented by stories of long-standing HORNBACH employees and sustainability initiatives the brand had not yet communicated publicly.

The final pillar of the campaign was a youth survey focusing on sustainability and DIY projects, further amplifying the brand’s relevance and social engagement.

 

Results

The report has already been downloaded by over 1,500 people in the Czech and Slovak markets. A brand awareness survey showed that recognition of HORNBACH is growing twice as fast as before. HORNBACH also became the most preferred brand, with 65% of respondents perceiving it as sustainable—an increase of 10% compared to the previous year.

HORNBACH had a wealth of sustainability-related data but lacked the internal resources to analyze and communicate it effectively. That’s why the company turned to PRAM with the task of creating an ESG report in an engaging and accessible format. PRAM developed a new layout under the title “Our Steps Towards Sustainable Business”, and enriched the content with interviews, employee stories, and insights from brand ambassadors.

Whole ESG Report