The general awareness of the sustainability challenge and the urgency to act is increasing. However, the actions being taken do not seem to be sufficient, nor the communication about sustainability effective enough, to ensure a sustainable future. For our research, we looked at the work of sustainability practitioners using a scientifically robust framework called the Framework for Strategic Sustainable Development (FSSD). The research focuses on the interaction between the sustainability practitioner and the audience when communicating the FSSD. It is guided by its central inquiry, how the practice of storytelling can support sustainability practitioners in their work context. A literature review and a total of 13 interviews with sustainability and storytelling practitioners comprise the basis for this analysis. Based on our findings we map out the current practices of storytelling used by sustainability practitioners in the field and offer recommendations with the intention of enhancing this practice. Our research showed that sustainability practitioners practice and benefit from storytelling throughout their work in various ways. We consider this research with all its limitations as an awareness raiser and invitation to deepen the conversation and the exchange of experience and knowledge around the topic of storytelling for sustainability.

The fashion industry has faced a radical change in how the market has been operating towards a more digitized landscape, and several fashion brands have started developing greater customer experiences as well as engaging the consumers with conveyance of authentic content. Since fashion collaborations can increase awareness and have an immense impact on the consumers’ perception, the concept of creating sustainable collaborations have become an ideal way to meet the needs of the millennial consumers. The topic of sustainable fashion collaborations has started to emerge and the way it is perceived by consumers appears to be unstudied, which makes it very fascinating to analyse. The purpose of this study is to investigate consumers’ response towards sustainable fashion collaborations and how these co-branding projects are marketed to and perceived by millennials. On the basis of this purpose, the following research questions have been formulated: How are sustainable fashion collaborations communicated in the consumers’ eyes? How is the response of millennial consumers towards sustainable fashion collaborations? This study was conducted with an abductive approach, and data was obtained from literature and interviews. A qualitative method was applied, with the definition of four case studies to analyse through semi-structured interviews conducted with twelve millennial consumers. Messages and campaigns can not be superficially developed and need to be explanatory to the eyes of consumers, in order to avoid greenwashing and generating the need to fill in communication gaps. In this sense, storytelling also resulted to be a positive addition to the communication of sustainable fashion collaborations, creating an emotional connection with consumers. Since positive sustainable associations to a brand can only be developed through recognition, this aspect is also fundamental when communicating sustainable products. Moreover, millennial consumers require brands to have a balanced communication in terms of sustainability and fashion content, even when it comes to sustainable fashion collaborations. To conclude, it can be said that millennial consumers are definitely drawn to social media communication, but if brands want to reach a wider audience with their products and sustainability efforts, millennials themselves suggest the use of other communication channels. This study can, in the long-term, contribute to the knowledge and strategies of fashion companies and understanding the needs and expectations of consumers towards the communication of current matters like sustainability.

The fashion industry is the second dirtiest industry that pollutes the planet. H&M is one of many fashion brands that strive to improve the environment by introducing sustainable products and initiatives. This research aims to study how H&M communicate sustainability in the fashion industry context during the selected period. The data is mainly collected from Instagram, the most popular communication platform in the fashion industry and supported by data from brick-and-mortar stores, the website and the semi-structured interview. To fully understand the case, this research identifies H&M brand identity and brand extension in sustainability. The fashion brand communication and sustainability communication are the main theoretical framework of the study. The methods of the study are semi-constructed interview and content analysis. The brand identity of H&M is found to be positivity, collectivity, and inclusivity and openness, trendsetter and youthful. The brand extension at H&M can be found in several levels from the establishment of the H&M Foundation to Conscious collection and Conscious Exclusive collection. H&M applies several of fashion brand communication strategic tools to communicate sustainability. The obstacles and limitations of H&M are found to be a conflict of interest between the business and sustainability, downplayed by the nature of fast fashion, an inconsistency of communication, and difficulty to access to the sustainability information. It is found that the unique characteristics of the fashion industry and the creation of brand identity can solve the normalisation paradox of sustainability communication discourse, as well as overcome five barriers from greening. At the same time, the weakness is the decreasing of potential to create reflexivity of sustainability issues which is due to the language and tone of communication. Another weakness is the decreasing potential of sustainability to be normalised in the fashion industry which is due to the number of information available from the brand.

O objeto desta tese é o mapeamento das variáveis no processo da comunicação para a sustentabilidade em organizações do terceiro setor. O ponto de partida são os estudos que defendem o potencial da comunicação para conscientizar, engajar e empoderar os públicos sobre a necessidade de criação de uma sociedade mais justa e equilibrada. A justificativa está na proposta de reforçar as pesquisas sobre comunicação em uma perspectiva transformadora, resgatando a função social da área. Outra justificativa é a necessidade de pesquisas que estabeleçam convergências entre comunicação e sustentabilidade para ampliar a qualidade de vida das pessoas e preservar a natureza. O objetivo geral é pesquisar e analisar como a comunicação organizacional é desenvolvida no terceiro setor e quais seriam os impactos das ações dessas organizações direcionadas à sustentabilidade para o benefício da sociedade. Os procedimentos metodológicos reúnem processos cientificamente desenvolvidos que fundamentam o percurso do processo de pesquisa com base em recursos quantitativos e qualitativos de aplicação de questionários e entrevistas em profundidade. A tese de doutorado está fundamentada nos seguintes eixos temáticos: comunicação organizacional, sustentabilidade e terceiro setor. O trabalho foi iniciado com a pesquisa quantitativa, sendo um questionário utilizado como instrumento de coleta. O universo foi composto com a montagem de um banco de dados com base nas organizações que atuam com sustentabilidade listadas no portal da Abong e no site ONGs Brasil. De forma complementar, a pesquisa qualitativa foi feita com entrevistas em profundidade com especialistas e gestores de organizações de referência envolvidas diretamente com a temática. Acredita-se em uma formatação planejada para que o discurso seja assertivo, sendo possível ampliar resultados mapeando públicos e analisando os efeitos da comunicação, o que envolve um trabalho responsável de comunicação com a elaboração de materiais de conteúdos bem fundamentados e produtos acessíveis aos públicos, desenhados em uma linguagem própria para gerar significado às pessoas envolvidas. Com um modelo sistematizado de comunicação para a sustentabilidade, será possível ampliar o conhecimento dos cidadãos sobre como manter condições sustentáveis para o futuro. / The subject of this thesis is the mapping of variables in the communication process for sustainability in third sector organizations. The starting point are the studies that defend the potential of communication to raise awareness, engage and empower the public about the need to create a fairer and more balanced society. The justification lies on the proposal to strengthen research on communication in a transformative perspective, rescuing the social function of the area. Another justification is the need for research that establishes convergences between communication and sustainability to increase people\'s quality of life and preserve nature. The general objective is to research and analyze how organizational communication is developed in the third sector and what would be the impacts of their actions aiming sustainability for the benefit of society. The methodological procedures bring together scientifically developed processes that base the course of the research process based on quantitative and qualitative resources of application of questionnaires and in-depth interviews. This thesis is based on the following thematic axes: organizational communication, sustainability and third sector. The research started with the quantitative aproach by applying a questionnaire used as a collection instrument. The universe was composed by the assembly of a database based on the organizations that act with sustainability listed in the Abong´s portal and the ONGs Brazil website. In a complementary way, the qualitative research was carried out with in-depth interviews with specialists and reference managers from relevant organizations directly involved with the theme. It is believed in a format designed to assert the discourse, and it is possible to expand results by mapping audiences and analyzing the effects of communication, which involves responsible communication work with the elaboration of well-informed content materials and products accessible to the public, designed in a language of their own to generate meaning for the people involved. With a systematized model of communication for sustainability, it will be possible to increase citizens\' knowledge about how to maintain sustainable conditions for the future.

Bakgrund: I dagens samhälle blir hållbarhet allt viktigare, vilket innebär att företag måste ta ett större ansvar när det kommer till hållbarhet. Det har i tidigare forskning inte framkommit hur e-handelsföretag i Sverige kan kommunicera hållbarhet med kund och stat. Genom intern och extern kommunikation vill vi undersöka hur den kommunikationen kan bidra till företags strategiska hållbarhetsarbete. Forskningsfrågor: Hur kommunicerar företagen sitt hållbarhetsarbete internt? Hur kommunicerar företagen och staten med varandra vid olika förändringar? Hur sker kommunikationen av hållbarhet mellan företagen och kund? Hur reagerar företagen strategiskt på den externa kommunikationen? Syfte: Syftet med uppsatsen är att förstå och analysera hur intern och extern kommunikation kan bidra till e-handelsföretags strategiska hållbarhetsarbete genom att jämföra två företag. Slutsats: Resultatet av studien visar att intern och extern kommunikation bidrar till företags strategiska hållbarhetsarbete. Det är viktigt för företag att ha en tvåvägskommunikation med staten, för att på så sätt hålla sig uppdaterad om nya lagar eller förordningar införs. Att använda kommunikationskanaler för att kommunicera företags hållbarhet till kund samt att lyssna på kunders efterfrågan är ytterligare en slutsats om företags externa kommunikation. Vidare bidrar den interna kommunikationen till företags strategiska arbete, genom att ha bra hållbarhetsrutiner och processer så kan företag snabbt reagera på det som kommuniceras externt. Kunskapsbidrag: Genom att belysa vilken roll den interna och externa kommunikationen har och hur viktigt det är att kommunicera med sina externa intressenter bidrar studien till en ökad förståelse hur intern och extern kommunikation kan bidra till företags strategiska hållbarhetsarbete. / Background: Today, sustainability is of more importance, which means that companies must take a bigger responsibility when it comes to sustainability. In previous research, no one has studied how Swedish e-commerce can communicate sustainability to customers and government. Through internal and external communication, we want to examine how this type of communication, can contribute to a corporate strategic sustainability work. Research questions: How do the company communicate sustainability internally? How do the company communicate with the government when it comes to changes? How do the company communicate sustainability with customer? How does the company react strategically on external communication? Aim: The aim of this study is to understand and analyze how internal and external communication can contribute to corporation´s strategic sustainability work by comparing two companies. Conclusion: The result of the research shows that internal and external communication contributes to corporate strategic sustainability work. It is important for companies to have a two-way communication with the government, in order to be updated if new laws or regulations are introduced. Using communication channels to communicate corporate sustainability work to customers as well as listening to customer demand, is another conclusion regarding corporate external communication. Furthermore, internal communication contributes to corporate strategic sustainable work, by having good sustainability routines and processes, can companies quickly respond to what is communicated externally. Research contributions: By highlighting the role of internal and external communication and the importance of communicating with its external stakeholders, the study contributes to an increased understanding of how internal and external communication can contribute to a corporation´s strategic sustainability work.

O objeto desta tese é o mapeamento das variáveis no processo da comunicação para a sustentabilidade em organizações do terceiro setor. O ponto de partida são os estudos que defendem o potencial da comunicação para conscientizar, engajar e empoderar os públicos sobre a necessidade de criação de uma sociedade mais justa e equilibrada. A justificativa está na proposta de reforçar as pesquisas sobre comunicação em uma perspectiva transformadora, resgatando a função social da área. Outra justificativa é a necessidade de pesquisas que estabeleçam convergências entre comunicação e sustentabilidade para ampliar a qualidade de vida das pessoas e preservar a natureza. O objetivo geral é pesquisar e analisar como a comunicação organizacional é desenvolvida no terceiro setor e quais seriam os impactos das ações dessas organizações direcionadas à sustentabilidade para o benefício da sociedade. Os procedimentos metodológicos reúnem processos cientificamente desenvolvidos que fundamentam o percurso do processo de pesquisa com base em recursos quantitativos e qualitativos de aplicação de questionários e entrevistas em profundidade. A tese de doutorado está fundamentada nos seguintes eixos temáticos: comunicação organizacional, sustentabilidade e terceiro setor. O trabalho foi iniciado com a pesquisa quantitativa, sendo um questionário utilizado como instrumento de coleta. O universo foi composto com a montagem de um banco de dados com base nas organizações que atuam com sustentabilidade listadas no portal da Abong e no site ONGs Brasil. De forma complementar, a pesquisa qualitativa foi feita com entrevistas em profundidade com especialistas e gestores de organizações de referência envolvidas diretamente com a temática. Acredita-se em uma formatação planejada para que o discurso seja assertivo, sendo possível ampliar resultados mapeando públicos e analisando os efeitos da comunicação, o que envolve um trabalho responsável de comunicação com a elaboração de materiais de conteúdos bem fundamentados e produtos acessíveis aos públicos, desenhados em uma linguagem própria para gerar significado às pessoas envolvidas. Com um modelo sistematizado de comunicação para a sustentabilidade, será possível ampliar o conhecimento dos cidadãos sobre como manter condições sustentáveis para o futuro. / The subject of this thesis is the mapping of variables in the communication process for sustainability in third sector organizations. The starting point are the studies that defend the potential of communication to raise awareness, engage and empower the public about the need to create a fairer and more balanced society. The justification lies on the proposal to strengthen research on communication in a transformative perspective, rescuing the social function of the area. Another justification is the need for research that establishes convergences between communication and sustainability to increase people\'s quality of life and preserve nature. The general objective is to research and analyze how organizational communication is developed in the third sector and what would be the impacts of their actions aiming sustainability for the benefit of society. The methodological procedures bring together scientifically developed processes that base the course of the research process based on quantitative and qualitative resources of application of questionnaires and in-depth interviews. This thesis is based on the following thematic axes: organizational communication, sustainability and third sector. The research started with the quantitative aproach by applying a questionnaire used as a collection instrument. The universe was composed by the assembly of a database based on the organizations that act with sustainability listed in the Abong´s portal and the ONGs Brazil website. In a complementary way, the qualitative research was carried out with in-depth interviews with specialists and reference managers from relevant organizations directly involved with the theme. It is believed in a format designed to assert the discourse, and it is possible to expand results by mapping audiences and analyzing the effects of communication, which involves responsible communication work with the elaboration of well-informed content materials and products accessible to the public, designed in a language of their own to generate meaning for the people involved. With a systematized model of communication for sustainability, it will be possible to increase citizens\' knowledge about how to maintain sustainable conditions for the future.

Sustainable urbanization is crucial for the Agenda 2030. The purpose of this study is to provide insights into how organizational structures of public institutions can be optimized for sustainable urban development.  This study utilizes an explorative research design. A cross-case analysis had been chosen to investigate cross-sector collaboration for environmentally sustainable urban development by studying two areas in Malmö: Västra Hamnen and Sege Park. Cross-sector Collaboration and Community Governance theories are selected as a foundation of the study. Empirical data was collected through semi-structured interviews with municipality representatives, residents, representatives of the third organizations, and external experts in sustainable urban development. Thematic coding was used to identify patterns in the interviews, and was followed by the empirical analysis.  The present study uncovered key findings related to public governance, sustainability evaluation, cross-sector collaboration and communication in complex sustainable development projects. The findings indicate that balancing stakeholder interests with project’s requirements and embodying the responsibilities of each actor in formal agreements followed by interim follow-ups are vital for successful cross-sector collaboration in sustainable development. Another finding suggests that sustainability should be a central element in a municipality's strategy, as politics and power dynamics play a significant role. In the studied cases the use of climate-friendly materials in construction fell short due to industry lobbying and the lack of national regulations. Finally, the research reveals contradictions between environmental and economic sustainability, as well as environmental and social sustainability. These contradictions, though, are arguably solvable with proper project management and cross-sector communication. Overall, there is room for improvement in recognizing the need for socially just and inclusive development that prioritizes the desires and well-being of the people. These findings shed light on the complex nature of sustainable urban development and emphasize the importance of aligning diverse interests to achieve long-term environmental and social goals.

Sustainability has become increasingly important in global debates and in world politics, where the UN has formulated 17 sustainability goals. This has led to increased pressure on companies to focus more on sustainability. However, sustainability is a broad and difficult concept, where there is a lack of understanding of sustainable working methods. The purpose of the thesis is thus to study how companies transforms strategic approaches into something concrete and how it is communicated to organizations. Through a case study of a sustainability-leading IT consulting company, the research questions; "How does management translate sustainable strategies into concrete initiatives for communicating sustainable approaches?" and "What can be understood about the challenges of communicating sustainable ways of working through the organisations internal communicative processes?", is being answered. Based on the theoretical framework of the thesis, on Sensemaking and Double Loop Learning, the communication process has been mapped within the company, through semi-structured interviews supplemented with qualitative document analysis. The results show three main challenges: (1) to concrete sustainability and sustainable working methods; (2) to communicate and establish a unified understanding of sustainability and sustainable working practices throughout the organization; (3) to establish systems thinking for sustainable working methods.