Developing a balanced approach to sustainability communications
Eskola, Reeta (2023)
Eskola, Reeta
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051210455
https://urn.fi/URN:NBN:fi:amk-2023051210455
Tiivistelmä
Moving towards sustainable development and sustainable business practices is a complex and substantial challenge for companies. This thesis is based on the view that communication is an integral part of sustainability work, driving action and supporting companies in this challenge – not only about expressing current reality and past achievements. Different stakeholders are increasingly interested in sustainability and expect companies to mitigate their negative impact on society and the planet. For companies to succeed in sustainable business, their sustainability communication should at the same time be inspirational, factual, and transparent and avoid overpromising and greenwashing.
The objective of this thesis was to create an understanding of how sustainability communications should be planned and approached to support sustainability performance and reputation in the case organization, a globally operating group of sports and outdoor brands.
This thesis discusses various aspects of sustainability and sustainability communications. The literature review considers different definitions of sustainability, how sustainability and business are linked, what are the benefits of sustainable business, and how expectations towards companies are evolving. Aspects of sustainability in the sports and outdoor industry are covered. Sustainability communication is looked at from stakeholder and reputation points of view, and sustainability communication as action and aspirational talk is introduced. The literature review reveals the need to balance motives, strategies, and message types in sustainability communication. The Balanced sustainability communications approach is presented as a summary and a development framework.
The thesis is a case study that uses benchmarking and semi-structured interviews as research methods. Benchmarking was done using public communication contents of the case organization’s peers and interviews were conducted among sustainability and communication professionals from the case organization. The Balanced sustainability communications approach was used as a framework for structuring the interviews and analyzing the interview and benchmarking data. The elements of the Balanced sustainability communications approach are visible in the benchmarking and interview results, but a need for more structure and coherence was recognized.
As a conclusion, for communication to support the case organization’s sustainability performance and reputation, this thesis proposes using the Balanced sustainability communication approach in planning strategic sustainability communication. The recommendation is to improv stakeholder understanding as well as balance society-serving and self-serving motives, interactive and informing strategies, and different message types in sustainability communications.
The objective of this thesis was to create an understanding of how sustainability communications should be planned and approached to support sustainability performance and reputation in the case organization, a globally operating group of sports and outdoor brands.
This thesis discusses various aspects of sustainability and sustainability communications. The literature review considers different definitions of sustainability, how sustainability and business are linked, what are the benefits of sustainable business, and how expectations towards companies are evolving. Aspects of sustainability in the sports and outdoor industry are covered. Sustainability communication is looked at from stakeholder and reputation points of view, and sustainability communication as action and aspirational talk is introduced. The literature review reveals the need to balance motives, strategies, and message types in sustainability communication. The Balanced sustainability communications approach is presented as a summary and a development framework.
The thesis is a case study that uses benchmarking and semi-structured interviews as research methods. Benchmarking was done using public communication contents of the case organization’s peers and interviews were conducted among sustainability and communication professionals from the case organization. The Balanced sustainability communications approach was used as a framework for structuring the interviews and analyzing the interview and benchmarking data. The elements of the Balanced sustainability communications approach are visible in the benchmarking and interview results, but a need for more structure and coherence was recognized.
As a conclusion, for communication to support the case organization’s sustainability performance and reputation, this thesis proposes using the Balanced sustainability communication approach in planning strategic sustainability communication. The recommendation is to improv stakeholder understanding as well as balance society-serving and self-serving motives, interactive and informing strategies, and different message types in sustainability communications.