A framework for effective online sustainability communication strategies
Falck, Sandra (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504096022
https://urn.fi/URN:NBN:fi:amk-202504096022
Tiivistelmä
This study focuses on developing a clear framework to evaluate the sustainability narratives and green claims in online communication. The framework assesses key factors such as transparency, credibility, clarity and disclosure, helping companies review their sustainability messaging and align it with stakeholder expectations and economical goals.
A mixed-methods approach was used, combining qualitative analysis of online sustainability communication with quantitative data and scoring of content across various platforms. The data collection included sustainability reports, social media posts, websites and other online marketing materials. This approach allowed for a thorough review of how sustainability claims are made, supported and understood. The framework’s scoring system identified areas where communication could be clearer and more trustworthy, as well as potential risks of greenwashing.
The framework reveals strengths and weaknesses in each presented case company, highlighting the risks of greenwashing and the importance of authentic storytelling, transparent actions, and collaborative engagement. The results show that the framework helps companies find areas of improvement in their sustainability communication, offering practical sustainability communication strategy suggestions.
The study also proposes future enhancements, such as using automated tools to make evaluations more objective. This research provides companies with a practical way to review and improve their online sustainability messaging, making it more transparent and reliable.
A mixed-methods approach was used, combining qualitative analysis of online sustainability communication with quantitative data and scoring of content across various platforms. The data collection included sustainability reports, social media posts, websites and other online marketing materials. This approach allowed for a thorough review of how sustainability claims are made, supported and understood. The framework’s scoring system identified areas where communication could be clearer and more trustworthy, as well as potential risks of greenwashing.
The framework reveals strengths and weaknesses in each presented case company, highlighting the risks of greenwashing and the importance of authentic storytelling, transparent actions, and collaborative engagement. The results show that the framework helps companies find areas of improvement in their sustainability communication, offering practical sustainability communication strategy suggestions.
The study also proposes future enhancements, such as using automated tools to make evaluations more objective. This research provides companies with a practical way to review and improve their online sustainability messaging, making it more transparent and reliable.