ASX 100 Leadership Voice Study 2025
What the most effective Chair and CEO messages do that the rest don't
We read 149 leadership messages in the ASX 100's FY2025 annual reports and assessed each one against the relevant parts of our Communication Effectiveness Framework.
The study shows what the most effective messages do differently.
- Key findings across voice, transparency, readability and tone
- Sector comparison table
- Your own report scorecard
What's inside
The research
How we score a leadership message against our Communication Effectiveness Framework.
The findings
Key findings from reading grade to use of hedging words and a sector comparison table showing how your peers structure theirs.
What this means for your report
A scorecard, a workflow example and how to make the case for change to your Chair, CEO or internal owners.
Who it's for
Anyone who has to get the Chair's and CEO's messages written, reviewed and signed off. Usually last, and usually in a hurry.
- Heads of corporate affairs and communications
- Investor relations and company secretariat teams
- Annual report managers and project leads
ASX 100 Annual Report Study 2025
The companion study. It assesses the whole annual report against all six categories of the framework, not just the leadership message.
How we help
If the study raised questions about your own report, these are the places to start.
Report review
An independent, scored assessment of your report against our six category framework, benchmarked against your peers.
Read more →Report writing and production
An experienced external writer, editor and proofreader to take the pressure off your team.
Read more →Report SOPs
Your production process documented so it does not live in one person's memory: roles, workflows, checklists and sign off protocols.
Read more →