Driving Change: The Power of Strategic Sustainability Storytelling in the Automotive Industry
(2024) SKOM12 20241Department of Strategic Communication
- Abstract
- This master thesis investigates the use of strategic sustainability storytelling by four automotive companies in Sweden. The study aims to explore how these organizations implement sustainability storytelling in their external communication to contribute to organizational legitimacy. This thesis has been conducted through a qualitative analysis approach where we compared the case studies qualitatively, applying a narrative thematic analysis method. Narrative thematic analysis methods helped identify four main story themes which constitutes the analysis; Driving Sustainable Innovation, Partnership for Sustainable Progress, Organizational Accountability and Call to Action. The findings indicate that these companies primarily emphasize the... (More)
- This master thesis investigates the use of strategic sustainability storytelling by four automotive companies in Sweden. The study aims to explore how these organizations implement sustainability storytelling in their external communication to contribute to organizational legitimacy. This thesis has been conducted through a qualitative analysis approach where we compared the case studies qualitatively, applying a narrative thematic analysis method. Narrative thematic analysis methods helped identify four main story themes which constitutes the analysis; Driving Sustainable Innovation, Partnership for Sustainable Progress, Organizational Accountability and Call to Action. The findings indicate that these companies primarily emphasize the story theme of Driving Sustainable Innovation in their sustainability storytelling. In addition, the results indicate that when automotive companies emphasize values that resonate with their audiences and incorporate real-life descriptions, they enhance the authenticity of their sustainability storytelling. Strategic sustainability storytelling plays an essential role in enhancing organizational legitimacy, as it fosters trust and engagement with stakeholders while contributing to a positive image and reputation. The study contributes to public relations theory, a discipline within strategic communication, by highlighting the importance of aligning storytelling approaches with societal values and preferences and underscores the need for continuous reflection and refinement of storytelling strategies. Practical implications suggest that automotive companies can effectively engage stakeholders, build trust, and drive positive change through strategic sustainability storytelling. Ethical considerations are essential to prevent greenwashing and uphold ethical standards in sustainability communication. Overall, the findings emphasize the significance of strategic sustainability storytelling as a powerful public relations tool for automotive companies to communicate their commitment to sustainability and enhance their organizational legitimacy. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9156053
- author
- Favre, Kimia LU and Latrach, Nadja LU
- supervisor
- organization
- course
- SKOM12 20241
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- public relations, storytelling, sustainability, organizational communication, automotive industry, audience engagement.
- language
- English
- id
- 9156053
- date added to LUP
- 2024-06-14 16:21:46
- date last changed
- 2024-06-14 16:21:46
@misc{9156053,
abstract = {{This master thesis investigates the use of strategic sustainability storytelling by four automotive companies in Sweden. The study aims to explore how these organizations implement sustainability storytelling in their external communication to contribute to organizational legitimacy. This thesis has been conducted through a qualitative analysis approach where we compared the case studies qualitatively, applying a narrative thematic analysis method. Narrative thematic analysis methods helped identify four main story themes which constitutes the analysis; Driving Sustainable Innovation, Partnership for Sustainable Progress, Organizational Accountability and Call to Action. The findings indicate that these companies primarily emphasize the story theme of Driving Sustainable Innovation in their sustainability storytelling. In addition, the results indicate that when automotive companies emphasize values that resonate with their audiences and incorporate real-life descriptions, they enhance the authenticity of their sustainability storytelling. Strategic sustainability storytelling plays an essential role in enhancing organizational legitimacy, as it fosters trust and engagement with stakeholders while contributing to a positive image and reputation. The study contributes to public relations theory, a discipline within strategic communication, by highlighting the importance of aligning storytelling approaches with societal values and preferences and underscores the need for continuous reflection and refinement of storytelling strategies. Practical implications suggest that automotive companies can effectively engage stakeholders, build trust, and drive positive change through strategic sustainability storytelling. Ethical considerations are essential to prevent greenwashing and uphold ethical standards in sustainability communication. Overall, the findings emphasize the significance of strategic sustainability storytelling as a powerful public relations tool for automotive companies to communicate their commitment to sustainability and enhance their organizational legitimacy.}},
author = {{Favre, Kimia and Latrach, Nadja}},
language = {{eng}},
note = {{Student Paper}},
title = {{Driving Change: The Power of Strategic Sustainability Storytelling in the Automotive Industry}},
year = {{2024}},
}