Promoting Diamond Sustainability: Marketing and Communications Actions in Finnish Jewelry Companies
Nikkinen, Lotta (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052214198
https://urn.fi/URN:NBN:fi:amk-2024052214198
Tiivistelmä
This thesis explores, through qualitative research, how Finnish jewelry companies communicate transparency in diamond supply chains and the responsible factors related to its sourcing to consumers. It also examines how the challenges related to diamond supply chains have influenced companies' responsibility communication and the extent to which they have wanted and been able to communicate openly about the diamond industry. Small and medium-sized jewelry companies manufacturing jewelry in Finland were interviewed to this study.
The theoretical part of the thesis discusses about the meaning and objectives of responsibility communication. The study reveals the challenges related to diamond sourcing and their effects on Finnish jewelry companies' responsibility communication. Their approach is characterized by caution: although they are open and willing to discuss diamond origins with customers in face-to-face meetings, they tend to avoid diamond-related conversations on social media platforms. This reluctance is influenced by the often polarizing and exaggerated discussions typical on social media, which companies aim to avoid. Despite the challenges in responsibility communication, most companies have set themselves ambitious sustainability goals and plan to progressively adopt more transparent communication practices in the industry.
The theoretical part of the thesis discusses about the meaning and objectives of responsibility communication. The study reveals the challenges related to diamond sourcing and their effects on Finnish jewelry companies' responsibility communication. Their approach is characterized by caution: although they are open and willing to discuss diamond origins with customers in face-to-face meetings, they tend to avoid diamond-related conversations on social media platforms. This reluctance is influenced by the often polarizing and exaggerated discussions typical on social media, which companies aim to avoid. Despite the challenges in responsibility communication, most companies have set themselves ambitious sustainability goals and plan to progressively adopt more transparent communication practices in the industry.