The aim of this study was to examine how a company within the aircraft industry communicates environmental sustainability. We have therefore chosen to investigate the airline SAS - partly because it is an aircraft industry and partly because the airline is criticized today for its negative environmental impact. The purpose of this study has been answered based on two questions (1) How does SAS produces environmental sustainability through linguistic means and (2) How does SAS speaks to its audience through its sustainability communication? Furthermore we have based this study on theories about discourses, critical discourse analysis and sustainability communication. As well as we have used the theoretical perspective of critical discourse analysis, it has also been used as a method in this study. We have based our analysis on the three-dimensional model of Fairclough together with the linguistic and rhetorical tools modality, intertextuality/interdiscursivity, interpellations, ethos, pathos and logos. Our material consisted of social media posts from SAS’s Twitter, Facebook and Instagram that significantly concerned environmental sustainability as well as the sustainability section of their website. The analysis resulted in three recurrent themes (1) Sustainability as a vision of the future (2) Sustainability together with SAS and (3) Sustainability as innovation. Therefore we have found that the focus is shifting from the environmental sustainability of the aviation industry as a dilemma, to being perceived as a long-term solution for us to being able to continue to fly. Thus, SAS is constantly indicating how the airline industry will continue to exist but sustainability aspects should be integrated into the business. We have also discovered how the audience is interpelled as ethical travelers - partly when SAS positions itself as a sustainable alternative for us to choose, and partly by offering us opportunities to act together with them for environmental sustainability.

Sustainability communication have in the wake of a wider discussion about climate change been a subject of great exponential growth. This study, The sustainable hotel - A critical discourse analysis of Scandic Sweden´s sustainability communication, aims to present how one of the largest companies in the hotel industry in Scandinavia presents sustainability communication within their system of media. This study relies on a theoretical framework based on Mcluhan´s theory of medium, Bauman´s idea on the society of consumption and the theory of sustainability. With the method of critical discourse analysis combined with rhetorical analysis, we studied Scandic hotels sustainability communication in the context of Fairclough´s three dimensions: textual, discursive practice and social dimension. Furthermore, we analysed how each channel within Scandic Sweden´s media system were used for sustainability communication in the light of Mcluhan´s broad definition of medium. This study makes a number of interesting findings of how sustainability communication mediates from a industry-leading company in regards of sustainability. Scandic hotels make use of vague and broad statements on social media platforms while they communicate about sustainability extensively on their website and in policy documents. This indicates that Scandic construct and presents their sustainability communication differently depending on which medium they make use of.

Hållbarhetsfrågor får allt större betydelse i dagens samhälle, vilket även inkluderar företags arbete. Tidigare forskning om hållbarhetskommunikation har däremot mestadels ett konsumentperspektiv. Samtidigt anses hållbarhetsrapportering vara ett tillvägagångssätt för att kommunicera hållbarhetsarbete till fler intressenter. Inom hållbarhetsrapportering sker kommunikationen genom både textuell information och visuella element, såsom diagram, grafer och tabeller, ikoner, fotografier, infografik och layout. Tidigare forskning har framför allt genomförts om textuell information i hållbarhetsrapporteringen, samt separat för respektive visuellt element. En gemensam uppfattning är dock att respektive visuellt element kombinerat med textuell information är att föredra. Med anledning av bristfällig forskning av de visuella elementen i hållbarhetsrapporteringen samt dess betydelse, kommer studien därför undersöka hur och varför dessa används separat och gemensamt. Syftet med studien är därmed att undersöka företags användning av visuella element för att kommunicera hållbarhetsarbete genom hållbarhetsrapportering. I studien redogörs hållbarhetskommunikation, hållbarhetsrapportering och de fem visuella elementen som identifierats. För att besvara studiens syfte genomfördes en fallstudie med fem fallföretag från olika branscher, samt inriktade mot konsument respektive andra företag. Data samlades in genom en dokumentstudie av fallföretagens hållbarhetsrapportering upprättade under år 2020 eller 2020/2021, där de visuella elementen granskades. Dokumenten var ett komplement till studiens fem kvalitativa intervjuer med sex respondenter anställda på fallföretagen, med kunskap om hållbarhetsrapportering. Studiens resultat indikerar några gemensamma orsaker till användningen av visuella element i hållbarhetsrapporteringen såsom att förenkla för läsaren, samt en genomtänkt utformning. Kombinationen mellan visuella element och textuell information påvisas betydelsefull, men enligt studiens resultat bör visuella element ses som ett komplement i kommunikationen genom hållbarhetsrapporteringen. I huvudsak återfinns däremot skilda anledningar till användningen av respektive visuellt element samt helheten, vilket kan bero på olika branschtillhörighet, samt inriktad mot konsument respektive andra företag. / Sustainability issues are becoming more important in today’s society, which also includes companies’ actions. On the other hand, previous research regarding sustainability communication has mainly a consumer perspective. At the same time, sustainability reporting is a way to communicate sustainability activities to more stakeholders. Communication through sustainability reporting can be performed via both textual information and visuals, such as diagrams, graphs and tables, icons, photographs, infographics, and layout. Previous research has mainly been carried out regarding textual information in sustainability reporting, and separately about each visual. However, a common perception is that each visual combined with textual information is preferable. Due to inadequate research of the visuals in sustainability reporting, and its importance, the study will therefore examine how and why these are used separately and combined. The purpose of the study is thereby to examine companies use of visuals to communicate sustainability activities through sustainability reporting. The study presents sustainability communication, sustainability reporting and the five identified visuals. To answer the purpose of the study, a case study was conducted with five case companies from different industries and directed to consumers and other companies. Data were collected through a document study of the case companies’ sustainability reporting created during the year 2020 or 2020/2021, where the visuals were reviewed. The documents were a complement to the study’s five qualitative interviews with six respondents employed at the case companies, with knowledge about sustainability reporting.  The results of the study indicate some common reasons for the use of visuals in sustainability reporting, such as simplifying for the reader and well thought out design. The combination of visuals and textual information is indicated to be important, but according to the results of the study, visuals should be seen as a complement in communication through sustainability reporting. On the other hand, there are mainly different reasons for the use of each visual and itscomposition, which may be due to different industries, and aimed at consumers and other companies.

Background: Since the 2030 Agenda for Sustainable Development establishment in 2015, the UN member nations have pressured organizations to improve their sustainability engagements in order to enable the nations to meet their agreed sustainable development goals. To ensure organizational transparency regarding an organization’s sustainability engagements, a regulation regarding non-financial reporting entered into force in 2016. However, the non-financial reporting is principally external-driven, and the communicated information is not received by the ones realizing these sustainability engagements, namely the internal stakeholders. Problem: The fact that external communication of an organization’s sustainability engagements improves the consumption from consumers, together with the regulation of non-financial reporting, there is no coincidence that a lot of the sustainability communication from organizations is directed to external stakeholders rather than internal stakeholders. Furthermore, the internal communication of an organization’s sustainability engagements is an insufficiently researched topic, although it is of great importance to foster employee engagement. Purpose: This study aims to discover how organizations within the food retail industry communicate their sustainability engagements internally throughout the levels of the organization, from top management down to all employee levels.  Method: The research is conducted through a qualitative research design with six semi-structured interviews. The interviewees represented three different levels of two different food retail organizations. Findings were analyzed and compared to previous research within the topic. Conclusion: Findings show that the examined organizations do communicate their sustainability engagements to their internal stakeholders. However, this communication is done through communication channels where the actual information is not received by its intended receivers. This results in internal stakeholders being unaware of their organization’s sustainability engagements. Since awareness is a prerequisite for engagement, preferred communication channels from the receiver’s perspective and an organizational structure that enables top management to reach its intended receiver are identified as vital components to engage the internal stakeholders with its organization’s sustainability engagements.

As concern regarding the environmental impact of the regular tourism industry grows, tourists are increasingly seen carrying out activism actions and rallying others to create changes in the industry. A segment of the tourism industry that meets the demand is ecotourism, a more sustainable form of travelling that is seen as environmentalism in and of itself. Despite growing demand and communication efforts, ecotourism bookings remain low. Activism from ecotourists should be able to turn this around, but very little research has been done on this. Interviews show that ecotourists see ecotourism as activism, perform activism actions, but have difficulty with self-identifying as activists. The reasons for this are a negative connotation with activism or an unachievable high set bar. Despite self-identifying as an ecotourist, ecotourists’ ecotourism knowledge is low. According to them, communication regarding ecotourism is too limited and not disseminated sufficiently enough. This makes it difficult for ecotourists to be informed about ecotourism while other topics such as sustainability and activism do not even require an active attitude to be informed. Ecotourists get their information on sustainability, ecotourism and environmentalism mainly from online, news and audio-visual sources.

Konsumenter idag visar stort intresse för hållbarhet, vilket blir en allt viktigare fråga i dagens modeindustri. Hur modeföretag på den svenska marknaden väljer att marknadsföra och kommunicera sitt hållbarhetsarbete har stor inverkan på konsumenters attityder och köpintentioner. Syftet med studien är att undersöka hur dessa attityder och köpintentioner påverkas av svenska modeföretags hållbarhetskommunikation. Konsumenterna som undersöks är kvinnor i åldrarna 20-40, som handlat på den svenska marknaden under de senaste 12 månaderna. Utifrån studiens syfte har frågor formulerats, vilka undersöker hur populationen i fråga uppfattar det marknadsförda hållbarhetsarbete som svenska modeföretag framställer, samt vilka attityder och köpintentioner som finns utifrån detta. För att undersöka konsumenters attityder till hållbarhetsarbete har empiriskt material samlats in genom en onlinebaserad enkätundersökning, vilken blivit besvarad av totalt 113 respondenter. Resultatet av studien visar att konsumenter anser att hållbarhet är en viktig del av svenska modeföretags arbete. Den marknadsföring som svenska modeföretag idag kommunicerar anses vara otydlig och inte tillräckligt transparent. Studien visar även att konsumenter i vissa fall kan tänka sig betala ett högre pris för en vara som är hållbart producerad, men att det finns andra faktorer som har större inverkan på köpintentioner än just hållbarhet. Slutsatsen av studien visar att engagemanget växer från konsumenternas sida när det kommer till att handla hållbart producerat mode, samt att de ställer högre krav på modeföretagen.

Sustainability is a highly discussed subject in today’s society. One industry that is facing big challenges when it comes to its environmental effect is the fashion industry. The pressure to live up to the society’s norms regarding sustainability can lead to greenwashing. Greenwashing arises when a company's positive communication regarding their sustainability does not match with their actual environmental impact. When it comes to how companies want to portrait themselves and communicate they can choose to focus on either creating a good reputation or be legitimate. These two ways of communicating can end up in conflict since it is important to differentiate from competitors but also show that you follow expected norms. This essay’s purpose has been to investigate how two of the world’s highest valued fashion companies, H&M Group and Inditex, focus on reputation or legitimacy for their sustainability communication. The essay shows that H&M Group and Inditex are very similar in their use of both reputation and legitimacy for their sustainability communication. The study shows that both companies focus slightly more on creating a better reputation than legitimacy though. The essay also shows that both companies possibly could be using greenwashing to strengthen their reputation and legitimacy. / I dagens samhälle är hållbarhet ett högst aktuellt ämne. En bransch som står inför stora utmaningar när det gäller dess påverkan på miljön är modebranschen. Pressen att leva upp till omgivningens normer kring hållbarhet kan leda till greenwashing. Greenwashing uppstår när företags positiva kommunikation kring sitt miljöarbete inte stämmer överens med det faktiska miljöarbetet. När det kommer till hur företag vill porträttera sig och kommunicera kan de fokusera på att antingen skapa ett gott anseende eller vara legitima. Dessa två sätt att kommunicera på kan hamna i konflikt då det är viktigt att vara konkurrenskraftig men också visa att man följer förväntade normer. Denna uppsats syfte har därför varit att undersöka huruvida två av de högst värderade modeföretagen, H&M Group och Inditex, fokuserar på anseende eller legitimitet i sin hållbarhetskommunikation. Uppsatsen visar att H&M Group och Inditex är mycket lika i sin användning av både anseende och legitimitet i sin hållbarhetskommunikation. Studien visar dock att företagen fokuserar aningen mer på att öka sitt anseende än sin legitimitet. Uppsatsen visar också att båda företagen möjligtvis använder sig av greenwashing för att stärka sitt anseende och legitimitet.

Hållbarhet och hållbar konsumtion får allt större uppmärksamhet samtidigt som influencer marketing blivit en framgångsrik marknadsföringskanal till en ökad försäljning för företag. Studiens syfte är därmed att undersöka modeföretags hållbarhetskommunikation genom influencer marketing, samt kartlägga om kommunikationen stämmer överens med företagens hållbarhetsrapporter. Detta kommer att analyseras genom tillämpning av en modifierad version av Schannon och Weavers (1949, s.7) modell över kommunikation. Metod: Metoderna som använts i denna studie är dokumentanalys samt innehållsanalys. Vid urval av företag fanns tre kriterier: svenska modeföretag, ha en aktuell hållbarhetsrapport samt använda sig av influencer marketing. Kodboken gjordes utifrån dokumentanalyser av hållbarhetsrapporterna för att göra en innehållsanalys på samarbetsinlägg på sociala medier. Resultat: Resultatet visar att enbart 10% av de insamlade inläggen från sociala medier stämmer överens med de studerade företagens definition av hållbarhet från hållbarhetsrapporterna. Det visar också på en avsaknad av hållbar konsumtion kopplat till FNs globala mål 12 då 66% av de insamlade inläggen uppmanar till köp genom rabattkod/tävling. Diskussion & Slutsats: Utifrån hållbarhetsrapporterna definieras tre aspekter av hållbarhet: people, product samt planet. Dessa är kopplade till social hållbarhet, hållbar produkt samt miljömässig hållbarhet. Av de analyserade samarbetena förekommer bara hållbarhet i 15% av fallen, men enbart 10% stämmer överens med företagens definition av hållbarhet. En slutsats som kan dras av resultatet är att hållbarhetskommuniktionen brister vid användning av influencer marketing, och kommunikationen fastnar i ett brus. Denna uppsats är skriven på svenska. / Sustainability and sustainable consumption are gaining more attention and simultaneously influencer marketing have become a successful marketing channel for companies to increase their sales. This study’s purpose is thereby to research fashion companies sustainability communication through influencer marketing, and see if the communication matches the companies sustainability reports. This will be analyzed through the application of a modified version of Schannon och Weavers (1949, s.7) model of communication. Method: The methods used within this study are document analysis and content analysis. In the selection process of companies there were three criterias: Swedish fashion company, having an updated sustainability report, and utilizing influencer marketing. The codebook was made through analyzing the documents of the sustainability report to create a content analysis of partnership posts on social media. Findings: The findings show that only 10% of the collected partnerships on social media matches the investigated companies definition of sustainability from their sustainability reports. It also shows a shortage of sustainable consumption connected to FNs global goals 12, since 66% of the collected posts urge consumption through discount codes/competitions. Discussion & Conclusion: The sustainability reports defines three different aspects of sustainability: people, product, and planet. These aspects are connected to social sustainability, sustainable product, and environmental sustainability. Of the analyzed partnership posts, sustainability occurs only i 15% of the material, but only 10% matches the companies definitions of sustainability. Through looking upon the result a conclusion can be made that sustainability communication fails to be communicated through the use of influencer marketing, and the information gets stuck in the noise. This thesis is written in swedish.

The food retail industry's Scope 3 GHG emissions significantly contribute to global GHG emissions. Furthermore, it is widely acknowledged that a company's leadership style and effective stakeholder communication are critical for GHG abatement. Nevertheless, research on stakeholder communicationto persuade them to become more active in a company's sustainability process beyond current regulations is scarce. Based on a qualitative study on a case company, the thesis aims to underline the importance of effective stakeholder communication and leadership in the decarbonization process, focusing on Scope 3 GHG emissions of the company’s own brands upstream supply chain in the field of animal products. It examines and identifies communication hinders and drivers that can be influencedby leadership. Furthermore, measures of how to improve stakeholder communication along the upstream supply chain for practitioners are developed. Conclusively, the thesis displays that stakeholder communication is important due to the complexity of Scope 3 GHG emission reporting and the lack of a common language among stakeholders. It is further confirmed that leadership is key to eliminating stakeholder communication barriers. Most barriers have been identified due to inconsistent communication, making communication the primary motivator for Scope 3 GHG emission reporting. Finally, measures to improve stakeholder communication and thus Scope 3 GHG emission reporting for Company X’s in the Austrian food retail sector are presented. Moreover, the necessity for joint governmental regulations to reach climate targets set by the Paris Agreement and the SBTi is highly emphasized. As a final step, theoretical contributions, as well as directions for future research, are identified.

In the last few years, the concept of lifestyle minimalism has gotten more and more attention. Since discussions about climate change and sustainability have gotten louder, negative aspects of consumption have surfaced. Minimalism seems to be the answer to the problem of consumption and its unsustainable aspects, so why is there so little communication about it when it seems to be a simple way to improve life and live more sustainably? This study examines how minimalism is communicated and defined by generations X and Z by conducting semi structured qualitative interviews within a framework in the areas of minimalism, sustainability, consumption, and well-being. The outcomes are that there is no difference in the perception of minimalism when it comes to the generations, but there are differences depending on how someone is already involved in topics like sustainability and minimalism. With these findings, a model was developed to visualize the “bubble process”, which explains how people find their way into the bubble of sustainability/minimalism and can extend it.