Studiens syfte är att skapa en annonsserie som bryter mot normen kring överkonsumtion. Detta görs genom en kvalitativ intervjustudie där fokus är att förstå hur företag resonerar kring utformningen av inredningsannonser, som sedan ligger till grund för vårt skapande. Målet med projektet är att bidra med ett alternativ till marknadsföringens grundidéer om överkonsumtion. Studien använder sig av socialsemiotik, diskursteori, CSR och hållbarhetskommunikation som teoretiskt ramverk. Resultaten av studien visar att yrkesverksamma inom kommunikation av inredningsprodukter förespråkar annonsering som fokuserar på att förmedla företagets värderingar och locka en kundgrupp som är intresserade av dessa. De visar också att sanningsenlig kommunikation av företagets hållbarhetsinsatser är eftersträvansvärd. Utifrån detta skapade vi fyra annonsbilder och en reel åt ett fiktivt hemtextilsföretag som kan agera exempel för företag som vill utveckla sin hållbarhetskommunikation. Budskapet i annonserna är att företaget finns när kunderna behöver dem och att deras produkter passar med det de redan har hemma, i syfte att inte bidra till överkonsumtion. / The aim of this study is to create a series of advertisements which break the norm of over- consumption. This is done through a qualitative interview-study which focuses on understanding organisations’ reasoning behind how they create advertisements for interior decor products, which then is the basis for our creative process. The study uses social semiotics, discourse theory, CSR and sustainability marketing as its theoretical framework. The results of the study show that professionals in the field of communicating interior decor products advocate for marketing which focuses on conveying the organisation’s values and attracts consumers who are interested in those. They also show that authenticity is key for communicating sustainability efforts. On this basis we created four images and a reel as advertisements for a fictional home-textile company. These can act as examples for organisations who wish to develop their sustainability marketing. The message in these advertisements is that the company is there when they are needed and that their products fit with the things consumers already own, not contributing to over-consumption.

This is a study about the identity work of managers working for sustainable enterprises. Contrary to CSR managers who are constantly managing tensions between achieving social and environmental goals while working at a company whose aim is to maximise profits, the identities of managers working for sustainable enterprises, do not indicate that they are experiencing contradictions between sustainable and commercial discourses. We show how the managers' self values and beliefs are aligned with their role and the organisational goals of the company. These managers, above all, focus on facilitating sustainability and use commercial and economic tools to reach their goals. In addition, our study shows a dominant theme of self- actualization that surrounds and influences the managers' identities. Drawn by the sustainability field, these managers seem to have found in their workplaces, a perfect platform to fulfil themselves. Finally we show how these managers become political actors directing their actions towards changing systems in society. We argue that our findings can be an example of a broader shift towards sustainable discourses in businesses, where we can also see reflexivity gaining ground as a form of managerial practice in organisations. We suggest that there can be hope found in these new organisations, and that it might be possible to strive towards social, environmental and economic goals at the same time.