Epsilon Archive for Student Projects

Abstract

Sustainability has become a central part of corporate communication, with companies being expected to communicate how sustainability is integrated into their activities, strategies and operations. Corporate communication is also affected by the world around them, and in a time characterised by armed conflicts, trade wars and competition between great powers, geopolitical instability has consequently become a part of the conversation. Geopolitical instability affects energy systems, can cause disruptions in supply chains and creates uncertainties, which have reshaped the conditions under which many companies operate. Since sustainability is not a fixed or clearly defined concept but can be articulated in different ways depending on context, examining how sustainability is framed within corporate communication becomes interesting, especially in a changing geopolitical landscape. Previous research has explored the relationship between geopolitical instability and sustainability outcomes, however less attention has been directed towards how sustainability itself is articulated within corporate sustainability communication under conditions characterised by geopolitical instability.

This thesis examines how sustainability is framed in annual and sustainability reports produced by four companies based in Sweden, as well as how, or if, these framings are articulated in relation to geopolitical instability. The study draws on a constructivist and interpretive perspective together with frame theory. Empirically, the thesis analyses annual and sustainability reports from Volvo Group, LKAB, Stora Enso and Vattenfall. Through a qualitative content analysis followed by a frame analysis, six recurring sustainability framings were identified throughout the material.

The findings show that sustainability is rarely articulated as a fixed or clearly defined concept. Instead, sustainability is repeatedly connected to themes such as competitiveness, resilience, technological development, resource management and future growth. Sustainability is further articulated through transitions connected to electrification, fossil-free production and energy systems, where investments, infrastructure and technological development are described as central for the progress of these transitions. Responsibility for enabling the transitions nevertheless often remains diffuse and distributed across multiple actors. Further, geopolitical instability appears in discussions related to supply chains, energy dependence and resource access, as well as the need to reduce vulnerability under uncertain conditions.

The study therefore illustrates how sustainability can take on different meanings depending on the contexts and the organisational concerns it is articulated in relation to within corporate communication. The identified framings place emphasis on issues such as resilience, technological developments and competitiveness, while perspectives such as those related to structural transformation and limits to growth remain less visible.