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

In: Nachhaltiges Markenmanagement

Author

Listed:
  • Sylvia Chan-Olmsted

    (IU Internationale Hochschule)

  • Lisa-Charlotte Wolter

    (University of Florida)

  • Elisa Dorothee Adam

    (IU Internationale Hochschule)

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.

Suggested Citation

  • Sylvia Chan-Olmsted & Lisa-Charlotte Wolter & Elisa Dorothee Adam, 2023. "Rethinking Sustainability Communication: Meeting New Audience Needs with a Comprehensive Framework," Springer Books, in: Gabriele Schuster & Lisa-Charlotte Wolter (ed.), Nachhaltiges Markenmanagement, chapter 0, pages 53-70, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42569-2_4
    DOI: 10.1007/978-3-658-42569-2_4
    as

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