Hej realizes participative annual report for Migros
Hej designed a new approach to reporting for Migros. Apprentices and trainees meet to talk with the president of the administration and the president of the general management and further develop the annual report.
Migros has always been a pioneer in this field. The retailer has always been an early adopter of social developments, including in its reporting, and twelve years ago was the first major Swiss company to publish a purely online report. With the 2021 annual report, Switzerland's largest private employer is now opening up its report to the active participation of the next generation and giving apprentices and trainees from Migros some of the responsibility for annual reporting.
More emotional, accessible and understandable for all
Together with the agency Hej, Migros has launched the Reporting Academy. Young talents from Migros will develop the Migros annual report of the future in the coming years, accompanied by the reporting experts from Hej.
The guiding questions for this future lab are: how does Migros have to report so that the next generation is also reached and so that the annual report is relevant and attractive for the approximately 100,000 employees of the Migros Group? Which topics are of particular interest to Generation Z? Inspired by the 15 theses of Migros' founding couple Gottlieb and Adele Duttweiler, the Reporting Academy has drawn up twelve theseshow Migros should report on its business activities in the future.
Future viability, sustainability and appreciation
As its first new format, the Reporting Academy produced a video interview with Ursula Nold and Fabrice Zumbrunnen. Nine apprentices and trainees asked the President of the MGB Administration and the President of the MGB General Management how the 2021 financial year went and what they always wanted to know.
The result is a review of the year that is intended to convey closeness and authenticity. The making-of film is also an integral part of this year's Migros Annual Report. The Reporting Academy will be expanded in the coming years, with further new formats and content to be developed.
Condensed content and visuals, state of the art technology
In the course of the redesign of the Migros Annual Report, the content structure, texts and design were also condensed with the aim of optimizing the conveyance of information. The reduced color and type set is designed for reading habits on the screen, orange accents establish the reference to Migros. With the switch to the "Ns.wow" publishing tool developed for online reports, the Migros annual report is now also technically equipped for the future.
Responsible at Migros: Annina Arpagaus (Secretary General of the Federation of Migros Cooperatives), Nicole Hess (Deputy Secretary General of the Federation of Migros Cooperatives); Responsible for Hej (concept and design): Janine Widler (overall responsibility, consulting), Helm Pfohl (design direction), Nina Marti (consulting, deputy project management), Selina Theiler (art direction), Cédrine Speck (UX design), Sara Wirz (content office). Publishing: NeidhartSchön: Elvira Hürlimann (project management). Film production: Filmgerberei: Flavio Gerber (director), Marike Löhr (producer), Silvio Gerber (camera); Lea Filadoro (editor). Portrait and reportage photography: Claudia Link. Translations: Supertext: Jenny Herzog (Head of Project Managers).
