Rethinking Sustainability Communication: Meeting New Audience Needs with a Comprehensive Framework

Sylvia Chan-Olmsted (), Lisa-Charlotte Wolter () and Elisa Dorothee Adam ()
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Sylvia Chan-Olmsted: IU Internationale Hochschule
Lisa-Charlotte Wolter: University of Florida
Elisa Dorothee Adam: IU Internationale Hochschule

Chapter Kapitel 4 in Nachhaltiges Markenmanagement, 2023, pp 53-70 from Springer

Abstract: Summary Sustainable brands take action and communicate messages in line with their ethical values and missions. Contemporary integrated corporate communications requires the alignment of all communication in content, form and time (Bittner-Fesseler & Weicht 2020). In the context of sustainability communication, an increase in brand skepticism demands trust and transparency supported by appropriate messages, adequate communication strategies and carefully selected media channels. Based on a literature review, five elements of sustainable media (communication, consumer, media, brand and producer) were identified. Subsequently, a model of sustainability communication was developed that considers the alignment of brand, message, media and target group, which is discussed across different types of sustainability communication. The model is fundamental for exploring the dynamic issue of alignment in sustainability communication.

Keywords: Sustainability Communication; Sustainable media; Messaging-audience targeting; Brand-messaging alignment; Media-messaging fit (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-658-42569-2_4

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