Sustainability has over the years been of interest and not least to the fast fashion industry. The phenomenon of sustainability reports has therefore occurred by small and large companies produced for society today. Companies present a list of past, present and future sustainable activities to suppliers, competitors, shareholders and customers. Furthermore, the fast fashion industry has grown and consumption tends to be higher than ten years ago. The information shared is therefore important to see how these activities are communicated to society, not at least to customers. Sustainability awareness is today a valuable tool for sustainable trust in companies. Thus, the purpose of this thesis was to investigate which sustainability issues are presented  in sustainability reports by companies and by customers. Empirical results were obtained using a qualitative multi-method, where Critical Discourse Analysis was adopted by the authors to interpret sustainability reports from seven Swedish companies interpreted as fast fashion. The authors then analysed the results of CDA of sustainability reports with the aim to find out how the sustainable issues are presented to society in variants, differences, images and language. In addition, semi-structured interviews with questions based on CDA and literature review were conducted to gain perspectives and a deeper understanding of the customers.The conclusion of this thesis showed that customers can be involved in companies' sustainable activities, although it tends to differ. Customers perceived sustainability reports in today's situation as low transparency and the trust is not as high as it could be. The GIOIA method was therefore conducted to see how these first concepts from customer interviews relate to the second theme of CDA. Furthermore, four dimensions could be constructed with further suggestions for companies that produce sustainability reports to customers on the issues of trust, transparency, customer awareness and important sustainable issues. The thesis further identified both general factors and problems within sustainability reports that can be used for future guidance and implementation of sustainable awareness for customers in the fast fashion industry.

Vikten av hållbarhetsredovisning kan ses genom den uppmärksamhet ämnet har från företag, media, myndigheter och den ökande regleringen genom införandet av nya direktiv och lagstiftning. Att manuellt analysera företags hållbarhetsredovisningar är en tidskrävande process. En automatiserad analys av hållbarhetsredovisningar skulle innebära ekonomiska och tidsmässiga vinster när viktiga insikter tas fram relaterat till större företags påverkan på sin miljö och omgivning. Denna studie syftar till att utforska möjligheterna till en automatisering av en befintlig manuell arbetsmetod. Prototypen som utvecklats tillämpar moderna språkbehandlingsmetoder, ett område inom maskininlärning, för att realisera denna vision. Studiens implementation uppnår för de utvärderade språkmodellerna upp till 96% precision för majoritetsklassen vid bearbetning av grunddatat respektive 55% precision för minoritetsdataklassen vid bearbetning av grunddata jämfört resultat från den manuellt genomförda metoden. Slutsatsen är att en automatiserad version av den befintliga manuella analysmetoden kan konstrueras och även förbättras med den snabba utveckling som sker inom teknologi och språkmodeller, om ytterligare resurser avsätts. Resultaten visar hopp om potentialen för en metodik som utvecklas i vidare arbeten. / The importance of sustainability reporting can be observed by the attention directed towards the subject from companies, media and authorities’ continuous new directives and laws. To manually analyze companies’ sustainability reports is a time-consuming process. An automated approach analyzing sustainability reports would give advantages regarding both time and economics when important insights related to companies’ operations are brought into light. This study aims to explore possibilities in automating an existing manual method related to analyzing sustainability reports. The developed prototype applies modern language models and methods related to machine learning to realize this vision. For the evaluated language models, the study’s implementation achieves up to 96% precision for the majority class, while the minority class achieves up to 55% precision in processing of data, when compared to reference results from the manual evaluation method. The work’s conclusion indicates that an automated version of the existing manual method for analysis can be constructed with sufficient resources, and even further improved as the area of technology further advances. The results are positive for the potential for a more sophisticated method that can be developed in further work.

This thesis analyses the concept of Corporate Social Responsibility (CSR) with Husqvarna Group's sustainability reports as empirical basis. The concept of CSR has been studied and attempted to be understood by several previous researchers, but what remains is that it still is an unexplored concept. The aim of the study is to improve the understanding of the concept of CSR and its associated practices over time. To this aim, discourse analysis was identified as a relevant methodological approach. The purpose with discourse analysis is to interpret the written text, and this thesis is therefore based on the author's interpretations of the empirical material collected from Husqvarna Group's sustainability reports from 2010, 2017, and 2023. The empirical material has been analysed based on Carol Bacchi's "What’s the problem represented to be-approach" as well as the addressed theoretical frameworks, Carroll's pyramid of CSR and the neo-institutional concept of legitimacy. Through discourse analysis and the analysis tools, different discourses have been identified that account for mainly the social aspects of CSR. Diversity and innovation both compose an important part of Husqvarna Group's framing of CSR. In the empirical material, an inclusion discourse and an efficiency discourse were identified. Where the inclusion discourse aimed to solve an identified diversity problem, while the efficiency discourse aimed to solve an identified innovation problem. By, amongst others, attracting more women to the company, they contributed to increased diversity within the company. Through partnerships they believed that increased innovative solutions could be established. To follow the expectations and social norms during the given period, their work regarding diversity and innovation has in an unaffected way shifted over time, and thereby also their work regarding the concept of CSR.

Syftet med denna studie är att lämna förslag till Luossavaara-Kiirunavaara aktiebolags (LKAB i fortsättningen) arbetssätt för framtagning av hållbarhetsmål på koncernnivå. Två frågeställningar har konstruerats för att kunna besvara studiens syfte. Frågeställningarna undersöker hur LKAB arbetar idag med att ta fram hållbarhetsmål på koncernnivå och hur ett optimerat arbetssätt med framtagning av hållbarhetsmål skulle kunna se ut. Datainsamlingen består av intervjuer med olika medarbetare som på ett eller annat sätt har varit involverade i framtagning av förslag till hållbara mål. Resultatet visar att LKAB har arbetet med identifieringen av hållbarhetsmål utifrån ett projektbaserat arbetssätt. Detta är studiens första slutsats. Analysen visar att arbetssättet med framtagning av koncernmål skulle kunna genomföras utifrån ett processbaserat arbetssätt. Analysen och diskussionen i den här studien visar att ett optimerat arbetssätt skulle kunna uppnås genom att dela huvudprocessen till två och utveckla ett processbaserat arbetssätt för varje huvudprocess. Detta är studiens andra slutsats. / The purpose of this study is to submit proposals to the company Luossavaara-Kiirunavaara (LKAB) and its mythology of identifying sustainability goals at group level. two questions have been created in order to be able to answer the study´s purpose. The questions examine LKAB´s mythology of identifying sustainability goals at group level and how an optimized mythology of identifying sustainability goals could look like. The data collection consists of interviews with various employees who have been involved in the identifying of sustainability goals. The results shows that LKAB´s mythology of identifying sustainability goals has formed on a project-based approach. This is the first conclusion of this study. The analysis shows that the mythology of identifying sustainability goals could be implemented with a process-based mythology. The analysis and the discussion in this study show that an optimized mythology could be achieved by dividing the main process into two main processes and developing a process-based mythology for each main process. This is the second conclusion of this study.