We’re delighted to be featured in The New Yorker’s latest piece, “New York Is a Pickle Kind of Town,” inspired by the themes of The Pickled City.

Read the 900 words counting article here: https://www.newyorker.com/magazine/2026/07/20/new-york-is-a-pickle-kind-of-town

Het bericht We’re in The New Yorker! verscheen eerst op Mattmo Creative - Amsterdam.

Annual reports have undergone a fundamental transformation in recent years. Whereas they used to be primarily a financial review, today they are a multi-layered strategic accountability document bringing together strategy, governance, sustainability, risks and financial performance. New regulations such as the CSRD have accelerated this development. For example, sustainability statements now account for an average of 25 per cent of the total content of AMX funds.

That is good news.

Greater transparency ultimately leads to better governance and better decision-making. But at the same time, a new problem is emerging.

Compliance wins. Communication loses.

Many organisations focus all their energy on complying with laws and regulations. And rightly so. But when a document runs to hundreds of pages, has dozens of authors and has to cater to an ever-increasing number of frameworks, the result is almost inevitably a report written primarily for auditors.

Not for investors. Not for staff. Not for customers. And ultimately, not for directors either. We see this reflected in many AMX annual reports. The technical quality and the ticking off of requirements are improving, but readability and communicative power often lag behind.

Why we developed the Annual Report Benchmark

At Mattmo, we have been helping organisations with corporate reporting since 1993. We kept seeing the same question come up: How good is our annual report, really, compared to other organisations?

Strikingly, there was hardly any objective answer to this question. That is why we developed the AMX 2025 Annual Report Benchmark.

We analysed the annual reports of 25 AMX companies for the 2025 financial year and assessed them against four key criteria:

• Language & readability: Is the strategic message understandable to a broad audience?
• Digital accessibility (WCAG): Is the document digitally inclusive (including alt text and correct tagging)?
• Accountability & reporting frameworks: Does the report comply with frameworks such as CSRD/ESRS and does it provide the appropriate assurance?
• Machine-readability and digital navigation: Is the data structured efficiently and provided with logical navigation (such as PDF bookmarks)?

Not just from a regulatory perspective. But rather by asking: How user-friendly is this report actually?

What stood out to us?

The results show a clear pattern:

• Compliance is the absolute comfort zone

Virtually all mid-cap funds comply fully with reporting requirements and incorporate frameworks such as CSRD/ESRS. InPost stands out in this regard.

• Language and human touch lag behind

Many texts contain formal and dry jargon. Construction firms such as Heijmans and BAM do a good job of translating their complex strategies into understandable language, but organisations such as Van Lanschot, Vopak and Theon produce documents that are difficult to grasp.

• Significant differences in digital inclusivity

Digital accessibility for screen readers, for example, shows marked contrasts. Aalberts, Arcadis, Corbion and Vopak score very highly in this regard, in contrast to organisations such as Air France-KLM, Allfunds, Fugro and WDP.

• Landscape format is the norm, but navigation is often lacking

More than 75 per cent of companies now opt for a landscape format tailored to on-screen reading. However, in documents running to hundreds of pages, robust navigation is crucial. Aalberts and BAM guide both readers and algorithms flawlessly via PDF bookmarks and internal links, whilst other organisations create a digital maze.

Heijmans shows how it should be done

Our benchmark reveals that Heijmans’ annual report is the top-scoring one (closely followed by Signify and Aalberts).

Not because it is the thinnest report – at 329 pages, plus a 125-page sustainability statement, it is a substantial document. But Heijmans makes sharp editorial choices. It articulates a clear strategic positioning based on five pillars, provides concrete reporting on sustainability, and makes use of powerful bold statements and real-world case studies.

This demonstrates that quality lies not in fewer pages, but in better information architecture and a clear narrative.

The next step in corporate reporting

Annual reports are unlikely to become any shorter in the coming years. ESG, digital tagging, AI, XBRL and European regulations mean that the volume of information will only continue to grow.

This means that organisations can no longer simply ask themselves:

Are we complying with the rules?

But also: can our target audience still find, understand and trust the story?

In our view, that is precisely where the next step in corporate reporting lies. Not even more information, but better communication.

Download the AMX 2025 Annual Report Benchmark

Curious to find out how the 25 AMX companies score on readability, accessibility, machine-readability and reporting quality?

Download the Mattmo AMX 2025 Annual Report Benchmark or contact us for an objective review of your own annual report.

Het bericht AMX annual reports are ballooning to 287 pages: compliance feels comfortable, readability gets left behind verscheen eerst op Mattmo Creative - Amsterdam.

An organization can grow by adding new activities. By entering new markets. By reinventing itself time and again. But do people still recognize the organization as a single brand?

That was the challenge facing KVSA.

For more than 150 years, KVSA has played an important role in the maritime development of IJmuiden. What began as a stevedoring company grew into an organization with ferry and cruise terminals, real estate activities, and new forms of maritime services. Each activity developed successfully, but together they made the brand less recognizable.

At the same time, something striking occurred. Two of the most visible parts of the organization had borne the same name for years: Felison. A name that was more familiar to many travelers, customers, and partners than KVSA itself. Moreover, Felison refers to the Roman name of Velsen, making the brand deeply rooted in the history of the region.

That insight formed the starting point for the new brand strategy.

In plaats van een nieuw merk te introduceren, besloten we de bestaande merkwaarde te benutten, door het een logische volgende stap te geven. KVSA gaat verder als Felison.

To this end, we also developed a new visual identity that connects the organization’s maritime origins with a contemporary look. From the logo to the website, from signage to presentations and corporate communication, every touchpoint now conveys the same feeling.

The strongest rebranding does not start with inventing something new, but with recognizing what already has value.

The introduction of Felison subsequently called for a carefully constructed transition. Internal communication, stakeholder management, the launch of the new website, and the introduction campaign ensured that employees, customers, and partners experienced the change as a logical continuation of an organization that has been in motion for a century and a half.

Today, Felison has a single recognizable brand that accommodates new activities and future growth, without distancing itself from its history.

Het bericht One brand for 150 years of maritime entrepreneurship verscheen eerst op Mattmo Creative - Amsterdam.

With mandatory digital filing from financial year 2025 onwards and the requirements from CSRD and VSME, a fragmented reporting process is no longer sustainable. Our collaboration brings technology and design together in one integrated approach, where compliance and communicative power go hand in hand.

We sealed the partnership with the signing of the agreement by Monique Mulder of Mattmo and Marcel Rosenbrand, founder of F19.

Curious how we do it? Read more about our collaboration with F19.

Het bericht We are joining forces with F19 verscheen eerst op Mattmo Creative - Amsterdam.

Het bericht Design as a catalyst for social impact verscheen eerst op Mattmo Creative - Amsterdam.

Het bericht Fresh from Mattmo verscheen eerst op Mattmo Creative - Amsterdam.

Case: Winters Bouw en Ontwikkeling
Winters creëert en koestert waardevolle plekken met een positieve impact op milieu, mens en dier.

For Winters, sustainable action isn’t a checkbox – it’s second nature. Their sustainability vision is deeply rooted in who they are and what they do, and that’s reflected in every project.

When Winters asked Mattmo to help articulate their vision, it wasn’t about producing a mandatory ESG report. It was about crafting a story that rings true – grounded in their intrinsic values, expressed in their own tone, and focused on the future.

Together, we brought their impact to life – from tangible project results to inspiring underlying motivations – in a clear, engaging, and tangible vision booklet. This transformed their vision into a positioning that’s closely aligned with their day-to-day actions and decisions. A connection you can see in the integrity of their projects and the ambitions they continue to realise.

Not a dry report, but a compelling, powerful story about meaningful places.
A relevant narrative that inspires pride and momentum. One that connects and visualises. Internally and externally.

Their 175th anniversary celebration was the perfect moment to show:
This is what we stand for. This is how we build the future. And we do it together.

‘Don’t let changing rules be an excuse to stand still – because sustainability is a team sport, an endurance sport, a long game.’

Peter Bakker, Alderman for Climate & Energy, Municipality of Breda

Companies that embed their sustainability story in their brand essence today will strengthen their reputation, build trust, and show leadership – even when it’s not (yet) required.

Want to communicate your sustainability efforts authentically, grow pride in your company, and make your impact visible?
Get in touch – and let’s explore how we can translate your vision into a powerful narrative.

Het bericht Sustainability is more than legislation – it’s your story, your pride, your future. verscheen eerst op Mattmo Creative - Amsterdam.

Hoewel de implementatie van duurzaamheidswetgeving in Europa met uitdagingen te maken heeft blijven bedrijven hun duurzaamheidskoers uitzetten. Dit betekent dat de focus op het integreren van Environmental, Social & Governance (ESG)-factoren in strategie, besluitvorming, risicomanagement en operatie cruciaal blijft voor concurrentiekracht, vertrouwen en langetermijnwaardecreatie.

Bovendien leidt het verbinden van ESG met merkidentiteit tot authentieke verhalen die resoneren bij zowel consumenten als partners en zo de marktpositie versterken. Maar hier ligt een uitdaging: ambitieuze ESG-claims zonder actie leiden tot greenwashing, terwijl impactvolle initiatieven verzwijgen uit angst voor kritiek resulteert in greenhushing.

Geïntegreerd denken = geïntegreerde strategieën en mindsets

Duurzaamheid is geen afvinklijstje, maar een manier van denken, opereren en innoveren. Een koploper hierin is Schneider Electric. Zij laten zien dat wanneer ESG diep in de organisatie is verankerd, dit zowel impact als prestaties versterkt. Hun sterke financiële gezondheid en groeistrategieën bewijzen dat duurzaam ondernemen en winstgevendheid hand in hand kunnen gaan.

Wat maakt hen uniek? Schneider Electric herdefinieert de digitale energietransitie door het optimaliseren van de levenscyclus van assets, versnellen de mondiale net-zero transitie. Ze verkopen niet alleen duurzaamheid – ze leven het. Zo wordt de prestatiebeloning van het management gekoppeld aan duurzaamheidsresultaten, waardoor ESG-doelen verankerd worden in de kern van de bedrijfsvoering.

Met hun Schneider Sustainability Impact-programma gaan ze verder dan enkel het aanbieden van duurzame oplossingen aan klanten. Ze zetten zich in voor:

• Het bereiken van net-zero in de gehele waardeketen.
• Het naleven van de hoogste ethische, sociale en governance-normen.
• Het creëren van een inclusieve en diverse werkomgeving.
• Het upskillen en versterken van talent op alle niveaus.

Het resultaat? Duurzaamheid wordt niet slechts een beleidsdoel, maar een mind-set, een vaardigheid en bedrijfscultuur.

Duurzaamheid is een continu bewegend doel

Duurzaamheidsstrategieën evolueren voortdurend. In Europa worden ESG-prestaties steeds verder geprofessionaliseerd en gestandaardiseerd met initiatieven zoals CSRD, CSDDD, de EU Taxonomie en de Green Claims Directive.

Deze ontwikkelingen dagen bedrijven uit om verder te kijken dan ‘business as usual’ en een waardegedreven benadering te omarmen. Authenticiteit speelt hierin een sleutelrol: duurzaamheidsinitiatieven moeten aansluiten bij de kernwaarden en actief stakeholders betrekken om geloofwaardigheid en vertrouwen op te bouwen. ESG-prioriteiten kunnen ook de merkpositionering (gedrag en houding van je mensen) verfijnen of zelfs opnieuw definiëren. Dit vraagt om een bredere, inclusieve duurzaamheidsstrategie en communicatie.

Hoe voorkom je greenwashing of greenhushing? Zorg dat duurzaamheid en merkpositionering samenkomen op basis van:

• Purpose (waarom bestaat je organisatie?)
• Waarden (wat drijft je?)
• Cultuur (hoe werkt je organisatie intern?)
• ESG-doelstellingen (welke impact wil je realiseren?)
• Strategie (hoe vertaal je dit naar concrete acties?)

In een notendop

Succesvolle duurzaamheidsstrategieën en merkcommunicatie kenmerken zich door:

1. Authenticiteit en consistentie: ESG moet verankerd zijn in de kern en mentaliteit van de organisatie, niet alleen in marketing.
2. Storytelling die integraal is: duurzaamheid moet naadloos integreren in het merkverhaal en bedrijfscultuur.
3. Transparantie en geloofwaardigheid: Communicatie moet gebaseerd zijn op meetbare impact en heldere rapportages.
4. Betrokkenheid en dialoog: echte interactie met stakeholders versterkt impact en draagvlak; vergeet niet dat het over mensen gaat.
5. Visuele en emotionele impact: verhalen en beelden maken ESG tastbaar en relevant.

Greenhushing: elke stap telt

Veel bedrijven aarzelen om over duurzaamheid te communiceren, uit angst voor kritiek of omdat hun vooruitgang klein lijkt. Maar elke stap draagt bij. Transparantie hierover is cruciaal voor geloofwaardigheid en inspiratie. Duurzaamheid is geen alles-of-niets-verhaal, maar een proces van continue verbetering.

Bedrijven opereren binnen complexe systemen en zijn afhankelijk van prijsontwikkelingen, technologische innovatie en infrastructuur. Dit geldt ook voor CSRD en ESG: strategie, doelen en rapportage groeien in samenhang. Impact wordt zichtbaar in stappen—het draait om richting en intentie.

Zodra een bedrijf het tipping point bereikt, kan verduurzaming versnellen. Voorlopers lopen soms tegen externe beperkingen aan, maar door open te blijven over voortgang en uitdagingen, versterken ze hun marktpositie en bouwen ze vertrouwen op.

Vooruitblik

In het volgende artikel gaan we dieper in op het balanceren van ESG binnen merkstrategieën, met antwoorden op vragen als:

• Hoe zorg je voor een sterke synergie tussen merk en duurzaamheidsstrategie?
• Hoe kun je alle ESG-elementen in branding balanceren en effectief communiceren?
• Hoe maak je abstracte ESG-doelen concreet en relevant voor stakeholders?

Blijf ons volgen voor praktische inzichten over duurzame transformatie en het versterken van merkwaarde met gebalanceerde ESG-aanpakken.

Lees ook 

Artikel 1 in de reeks: Van morele keuze naar concurrentievoordeel

Artikel 3 in de reeks: Voorbij de buzzwords: authentieke duurzaamheidsverhalen vormgeven

Auteurs: Monique Mulder, oprichter en directeur Mattmo Creative en Darina Elencheva, Founder & Sustainable Business Transformation Strategist, the sustainable link & co.

Het bericht Crafting Impactful Strategies and Brand Narratives in a Constantly Shifting Landscape verscheen eerst op Mattmo Creative - Amsterdam.

Het bericht We are B Corp certified. verscheen eerst op Mattmo Creative - Amsterdam.

Through sports stimulation, she also contributes to a healthy lifestyle and an active environment. Over the next four years, Mattmo will serve as a strategic communications partner, focusing on implementing the comprehensive marketing and communications plan and executing the recruitment campaign strategy that we have developed collaboratively to support their organizational objectives. SRO has the potential to help solve major social issues through their real estate activities. The refined positioning sets the stage for a strategic transformation, evolving the organization from a traditional real estate management firm to a dynamic, impact-driven partner that collaborates with municipalities to drive meaningful change and create thriving communities. Through their innovative approach, the organization goes beyond merely enhancing the sustainability of real estate properties; they actively contribute to the achievement of municipal climate goals, foster social sustainability initiatives, and promote the adoption of healthy lifestyles within the communities they serve. To commemorate the milestone of SRO’s 25th anniversary, a specially designed jubilee logo will be prominently featured across nearly all communication channels throughout the year, ensuring that this momentous occasion is celebrated and recognized by stakeholders, partners, and the wider community. Changes made:

With a rich history spanning 30 years, Mattmo has established itself as a purpose-driven design and communication agency, consistently demonstrating unwavering commitment to crafting impactful solutions that resonate with clients and their audiences.

At our core, we are a multifaceted team of visionary concept thinkers, innovative developers, creative designers, insightful consultants, and passionate creators, all united by an inherent spirit of exploration that drives us to push boundaries and uncover groundbreaking solutions. Our curiosity drives us to explore and push the boundaries of what is possible in our pursuit of innovation and transformative solutions. Driven by our curiosity, we are always on the lookout for new inspiration and ideas that can help us innovate and improve the solutions we provide to our clients. Because that’s where the opportunities lie. In these times of rapid change and boundless potential, it is crucial to have faith in the power of innovative solutions born from the synergy of talent, creativity, openness, perseverance, and experience. Through a combination of critical thinking and a keen understanding of societal sentiments, we help you effectively communicate the unique story behind your brand to your target audience. In today’s landscape, relevance, authenticity, and non-financial values have taken on unprecedented importance, playing a crucial role in how brands connect with their audience and establish lasting relationships. – –

Lees meer in onze krantofneem contact op met een van onze specialisten

Het bericht SRO gets people moving verscheen eerst op Mattmo Creative - Amsterdam.