How to make effective sustainability communication in the changing world
Sirén, Kaisu (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060722756
https://urn.fi/URN:NBN:fi:amk-2023060722756
Tiivistelmä
Sustainability communication can have significant value for the company reputation. Growing requirements for companies’ sustainability performance increase the need for sustainability communication and the importance of it. As the sustainability field is evolving rapidly, the objective of this thesis was to investigate sustainability as a phenomenon and find out requirements and recommendations that today support effective management and implementation of sustainability communication. The thesis concentrates on sustainability communication in the mode of external corporate communication on digital channels.
Theoretical framework of the thesis covered definitions and perspectives of sustainability and responsible business, communication management and sustainability communication. Based on the literature review, sustainability communication should flourish from inside the organization and have a strategic approach. To avoid pitfalls, it should be built on real achievements, trust and transparency. Engaging top management, knowing target audiences, and setting clear and measurable objectives are important. Digital platforms have changed the communication landscape and companies should be ready to react and discuss to enable dialogue through which they can engage their audiences and get feedback for further development of their sustainability communication approach.
This thesis has a constructive research approach with qualitative research methods. Data was firstly collected through a theoretical framework. Key recommendations for effective sustainability communication derived from it were compiled in a table which was used in preparation for the empirical part. The table was completed with the data collected through semi-structured interviews among sustainability experts. The qualitative data was analyzed by using deductive and thematic content analyses.
The results of the study show that management and implementation of sustainability communication is a specialty that requires paying attention to many factors. In the empirical part a broad understanding of the constantly evolving sustainability field including increasing impact of regulation was highlighted as well as importance of communicators’ internal networks and getting involved to sustainability projects early enough. Communicators should also ensure understandable messaging that is relevant for the target audiences and touches them. The work requires high ethics and even courage. Guidance for company spokespersons and all employees as sustainability ambassadors was found important.
This thesis was commissioned by a large B2B company operating in Finland. Description of the target organization has been excluded from the published version. The study was started in the beginning of November 2022 and completed in early June 2023. As a concrete output of the thesis a structure of recommendations for successful sustainability communication was produced.
Theoretical framework of the thesis covered definitions and perspectives of sustainability and responsible business, communication management and sustainability communication. Based on the literature review, sustainability communication should flourish from inside the organization and have a strategic approach. To avoid pitfalls, it should be built on real achievements, trust and transparency. Engaging top management, knowing target audiences, and setting clear and measurable objectives are important. Digital platforms have changed the communication landscape and companies should be ready to react and discuss to enable dialogue through which they can engage their audiences and get feedback for further development of their sustainability communication approach.
This thesis has a constructive research approach with qualitative research methods. Data was firstly collected through a theoretical framework. Key recommendations for effective sustainability communication derived from it were compiled in a table which was used in preparation for the empirical part. The table was completed with the data collected through semi-structured interviews among sustainability experts. The qualitative data was analyzed by using deductive and thematic content analyses.
The results of the study show that management and implementation of sustainability communication is a specialty that requires paying attention to many factors. In the empirical part a broad understanding of the constantly evolving sustainability field including increasing impact of regulation was highlighted as well as importance of communicators’ internal networks and getting involved to sustainability projects early enough. Communicators should also ensure understandable messaging that is relevant for the target audiences and touches them. The work requires high ethics and even courage. Guidance for company spokespersons and all employees as sustainability ambassadors was found important.
This thesis was commissioned by a large B2B company operating in Finland. Description of the target organization has been excluded from the published version. The study was started in the beginning of November 2022 and completed in early June 2023. As a concrete output of the thesis a structure of recommendations for successful sustainability communication was produced.