Strategic Corporate Sustainability Communications of MNCs in Local Contexts: The Case Study of Stakeholders’ Co-Creation of Dove’s Award-Winning #LetHerGrow Campaign in Thailand

Chanapa Itdhiamornkulchai () and Parichart Sthapitanonda ()
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Chanapa Itdhiamornkulchai: Chulalongkorn University
Parichart Sthapitanonda: Chulalongkorn University

A chapter in Strategic Sustainability Communication, 2025, pp 303-319 from Springer

Abstract: Abstract In the Sustainable Development Goals (SDGs) era, stakeholders place increased values on sustainability communication and expect measurable actions from organizations toward sustainability. Hence, multinational corporations (MNCs) must adapt their sustainability initiatives, including corporate social responsibility, to the local contexts of host countries where they operate and communicate effectively at local, national, and global levels. To enhance the understanding of sustainability communication of MNCs in local contexts, this chapter is organized into four parts. Part 1 provides an overview of existing sustainability-related terminologies, followed by proposing conceptualizations of three terms coined by the authors: (1) strategic corporate sustainability communications, (2) “glocal” sustainability communication (“think global, act local”), and (3) “lobal” sustainability communication (“think local, act global”). Part 2 identifies “glocal” and “lobal” strategic corporate sustainability communications that Dove and Unilever used in Dove’s local award-winning #LetHerGrow campaign in Thailand as a part of Unilever’s global “Purpose in action” on “Equity, Diversity, and Inclusion” that aims to contribute to SDG#5 and SDG#10. To explore the benefits of dialogic communication, Part 3 analyzes stakeholders’ co-creation of Dove’s #LetHerGrow campaign by applying stakeholder information, stakeholder response, and stakeholder involvement strategies, as well as communication of sustainability (CoS: one-way communication), communication about sustainability (CaS: two-way communication), and communication for sustainability (CfS: CaS and/or CoS with measurable sustainable actions). In Part 4, the authors propose The Glocal and Lobal Infinite Interaction Model for strategic corporate sustainability communications of MNCs. This model offers theoretical implications for future research and practical implications for organizations to develop communication strategies.

Date: 2025
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DOI: 10.1007/978-3-031-89486-2_18

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