Sustainability Communication in Global Consumer Brands

In light of the alarming climate change situation, focus society on sustainability has been enhanced. The recent initiatives at national and international levels to significantly lower greenhouse gas emissions transition carbon-neutrality have highlighted urgency. For a more sustainably oriented society, an important shift is needed; hence, we need invest in creating knowledge about importance with different stakeholders, appropriate marketing communication strategies can make big difference. Changes happen all sectors society. wood furniture industry, textiles, car industry produce products that consumers daily, namely, furniture, clothes, vehicles. These industries also similar amounts harmful their manufacturing processes, which considerably contribute pollution. Our objective was investigate understand how chosen communicate sustainability. three-pillar paradigm sustainability—economic, environmental, social—was studied. We chose compare these as they are among those emissions, end-consumer made from materials. Furthermore, representative companies global brands strong brand name presence. uses natural materials, while textile limited this regard, even if use some for example cotton. Communication selected mentioned analyzed by applying qualitative content analyses existing online communication. were based previously defined criteria—the size company, geographical location, value. An analysis demonstrated mostly environmental topics webpages, less frequently social economic issues. although utilizing renewable communicates similarly other two studied sectors. This gives rise suggestions improvements sector could give them leading role narrative social,