The Absence of Internal Sustainability Communication in Sustainable Organizations

Abstract: Title: The Absence of Internal Sustainability Communication in Sustainable Organizations Seminar date: 2023-06-02 Course: FEKH49, Degree Project Undergraduate level, Business Administration, 15 University Credits Points or ECTS‐cr Authors: Janisse Magnusson, Veronika Ringblom, Lucy Wang Supervisor: Emilie Hesselbo Key words: Sustainability, Sustainable Organizations, Internal Branding, Internal Communication, Value Alignment Research question: How do sustainable organizations view the role of sustainability in their internal branding effort? Purpose: The study aims to explore how sustainable organizations conduct internal branding with regard to sustainability, as well as to theoretically refine and challenge existing theories on internal branding, internal communication, and the utilization of sustainability within these strategies. Methodology: To achieve the purpose of the study, a qualitative approach was adopted, specifically an abductive approach. The empirical data is based on semi-structured interviews conducted with eight employees from sustainable companies. Theoretical perspectives: In line with the research question, the study takes its starting point in exploring theories regarding the importance of sustainability in business contexts, internal brand building, internal communication, and ultimately illustrating the utilization of sustainability within these theoretical strategies. Result: The empirical findings indicate that sustainable organizations do not engage in internal brand building or incorporate sustainability into internal communication. This phenomenon seems to stem from a trust in the inherent value of "sustainability," which automatically creates value alignment and ultimately renders internal brand building efforts unnecessary. Whether the inherent value of “sustainability” is strong enough to rationalize the absence of sustainability in their internal branding efforts is further discussed with two different perspectives: firstly that the non-usage is fruitful and secondly that it is problematic. Conclusions: The current literature emphasizes the importance of internal branding and communication for sustainability in organizations. However, our findings suggest that sustainable organizations either neglect internal branding or they rely on sustainability itself for motivation and commitment. Sustainability’s persuasive power challenges the need for explicit internal strategies. While sustainability alone may create cohesion, and sustainable organizations’ current internal strategies may present challenges as the industry evolves. Thus, future research should explore the unique strategies of sustainable organizations and their impact on internal branding.