Nike : Presenting sustainability targets online

A colour-coded targets summary helps visitors see at a glance whether the company is on track with its sustainability goals.

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The feature

Nike, the US-based shoe and sportswear manufacturer, has a '2020 Targets Performance Summary' on its 'Purpose' microsite.

Several categories are covered, including community investment, factory conditions, carbon production, and energy and waste consumption.

The data goes back five years to 2015, which is defined as the baseline year. The unit of measurement (percentage, kilograms of CO2, etc) is also noted. Changes from the baseline year and targets for 2020 are included in right columns. In the changes column, green or red arrows describe whether the change has been 'unfavorable' or 'favorable'. For example, an increase in energy consumption by 4% is marked with a red 'up' arrow (unfavorable), while an increase in landfill diversion is marked with a green 'up' arrow (favorable).

The takeaway

The targets table is compact and well-presented in general, but the presentation of targets is particularly innovative, and designed so that visitors can see at a glance whether the company's performance has been good or poor.

The introduction of 'unfavorable' and 'favorable' arrows in green and red is simple but effective.

It is not always easy to understand whether a percentage increase or decrease in a particular metric has a positive or negative effect on sustainability overall, but Nike's table makes this clear and transparent.
First published 13 January, 2021
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