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Exploring Strategic Sustainability Communication in Vattenfall (2019-2023): A European Reporting Case Study

Janineh Rivera, Mirna Gabriela LU (2024) SKOM12 20241
Department of Strategic Communication
Abstract
This thesis explores strategic sustainability communication within the energy sector, focusing on Vattenfall's practices from 2019 to 2023. It investigates how Vattenfall employs strategic aspirations, diverse sustainability communication modes (including Communication of, about, and for Sustainability), and legitimization strategies to position itself as a leader in the Net Zero transition. By examining the shift from aspirational ideals to normative expectations following the Paris Agreement, this research addresses a significant gap in understanding how companies transition from aspirational messaging to achieving tangible legitimacy while avoiding greenwashing. Through qualitative content analysis and a case study methodology, the... (More)
This thesis explores strategic sustainability communication within the energy sector, focusing on Vattenfall's practices from 2019 to 2023. It investigates how Vattenfall employs strategic aspirations, diverse sustainability communication modes (including Communication of, about, and for Sustainability), and legitimization strategies to position itself as a leader in the Net Zero transition. By examining the shift from aspirational ideals to normative expectations following the Paris Agreement, this research addresses a significant gap in understanding how companies transition from aspirational messaging to achieving tangible legitimacy while avoiding greenwashing. Through qualitative content analysis and a case study methodology, the study critically examines Vattenfall’s sustainability reports to assess the company's communicative strategies and their impact. The findings suggest that Vattenfall’s strategic use of aspirational narratives and performative communication fosters a perception of progress and leadership. However, this approach risks being perceived as superficial unless backed by substantive actions. This research contributes to understanding how high-impact industries navigate sustainability transitions, emphasizing that effective strategic communication must be matched with authentic actions to maintain legitimacy. It also underscores the need to balance aspirational messaging with concrete results to avoid the pitfalls of normative pressures in promoting sustainability, introducing the concept of "NormActivism" to describe this dynamic. (Less)
Please use this url to cite or link to this publication:
author
Janineh Rivera, Mirna Gabriela LU
supervisor
organization
course
SKOM12 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Strategic Communication, Sustainability, Aspirational Communication, Strategic Ambiguity, Energy Sector, Sustainability Communication
language
English
id
9173707
date added to LUP
2025-02-12 11:11:25
date last changed
2025-02-12 11:11:32
@misc{9173707,
  abstract     = {{This thesis explores strategic sustainability communication within the energy sector, focusing on Vattenfall's practices from 2019 to 2023. It investigates how Vattenfall employs strategic aspirations, diverse sustainability communication modes (including Communication of, about, and for Sustainability), and legitimization strategies to position itself as a leader in the Net Zero transition. By examining the shift from aspirational ideals to normative expectations following the Paris Agreement, this research addresses a significant gap in understanding how companies transition from aspirational messaging to achieving tangible legitimacy while avoiding greenwashing. Through qualitative content analysis and a case study methodology, the study critically examines Vattenfall’s sustainability reports to assess the company's communicative strategies and their impact. The findings suggest that Vattenfall’s strategic use of aspirational narratives and performative communication fosters a perception of progress and leadership. However, this approach risks being perceived as superficial unless backed by substantive actions. This research contributes to understanding how high-impact industries navigate sustainability transitions, emphasizing that effective strategic communication must be matched with authentic actions to maintain legitimacy. It also underscores the need to balance aspirational messaging with concrete results to avoid the pitfalls of normative pressures in promoting sustainability, introducing the concept of "NormActivism" to describe this dynamic.}},
  author       = {{Janineh Rivera, Mirna Gabriela}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Exploring Strategic Sustainability Communication in Vattenfall (2019-2023): A European Reporting Case Study}},
  year         = {{2024}},
}