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Communication on sustainable practices by controversial companies

Vander Steen, Héloïse
(2025)

Files

VanderSteen_36021800_2025.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 2.16 MB

Details

Supervisors
Swaen, Valérie
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
The emergence of sustainability reflects the growing environmental and community awareness in today's society. This qualitative research explores how controversial companies implement and communicate their sustainable practices. After a thorough study of the concepts of sustainability, communication, and controversial companies, the empirical study identifies links and insights into the communication strategies employed by such companies. The sustainability communications of AB InBev and Syngenta were analyzed, supplemented by interviews with sustainability employees from Philip Morris and FN Browning Group. Additionally, the expertise of two sustainability specialists enriched the analysis and provided a broader perspective. The study offers key recommendations for controversial companies, including prioritizing authenticity and humility in their messaging, focusing on material topics relevant to their operations, and avoiding over-communicating their sustainability efforts. These insights aim to help controversial companies communicate their sustainable practices more effectively and meaningfully to their stakeholders.