JultikaUniversity of Oulu repository

Abstract

Sustainability and sustainable development are common concepts today although they are complex and difficult to define. The complexity of sustainability has translated to sustainability reporting through which companies seek to communicate about their sustainability-related actions to their stakeholders. Especially in the apparel industry consumers are increasingly demanding more transparent and clear communication about sustainability as they find it difficult to understand currently.

This research therefore examines how sustainability discourse is presented in a sustainability report and how the presentation attempts to affect the stakeholders’ perceptions of the case company’s sustainability. The aim of the study is to demonstrate the importance of adequate presentation of sustainability-related information. The study is conducted as a critical discourse analysis, and it utilizes a sustainability report of an apparel company as its data.

The analysis demonstrates that the sustainability discourse is formed through various characteristics. Most of the characteristics seek to influence the way in which the stakeholders view the company’s sustainability, but objective language is used as well. While objective language is otherwise desirable in a sustainability report to ensure clear presentation of information, together with influencing characteristics it increases unclarity. There is however also a positive finding as the sustainability report of the case company also seeks to create dialogue with the stakeholders, which is recommended by the previous research. When the findings of the study are reflected against a wider political situation, it is concluded that with proper presentation of information, sustainability reports can drive sustainability transformation through collaboration between states, companies, and consumers.