ESG performance and brand image : the case of employee well-being in consumer brands

Abstract

This thesis investigates how employee well-being, as part of the Social Pillar of Environmental, Social, and Governance (ESG), is used by consumer brands to shape brand image and build trust. The way companies treat and communicate about their employees has become visible and relevant to brand perception. The main objective of this study is exploring how employee-centred ESG initiatives are framed and presented by consumer brands. The study used a qualitative case study approach, focusing on three consumer brands operating in Finland: Fazer, Valio, and IKEA Finland. The source material consists of sustainability reports and corporate website content. The data were analysed using thematic content analysis to uncover recurring patterns in how employee well-being and ethical labour practices are communicated and linked to brand identity. The findings show that employee well-being is presented as a core part of brand identity rather than as an internal management issue. The brands highlight safety, inclusion, and employee development, which is supported by measurable indicators such as safety metrics, inclusion indices, or absenteeism data. This data-driven communication strengthens credibility and supports trust by reducing the gap between stated values and observable practices. The study concluded that the social pillar of ESG functions as a branding tool when the wellbeing of the employees is presented through clear and transparent communication and as part of the brand’s core values. The thesis contributes to understanding how ESG communication plays a central role in modern brand building and trust building.