How do companies communicate sustainability? a systematic literature review

Abstract

Sustainability is a topic that is increasingly discussed in society and organizations, leading many companies to adopt communication strategies focused on this theme. The objective of this article was to identify in the literature the ways, means, or tools that companies use to communicate sustainability. This article was based on a systematic review of the literature on the topic, resulting in a final sample of 18 articles from 14 different journals. Seven potential topics were identified in the systematic review: (i) communication strategies, (ii) the relationship between communication and consumer behavior, (iii) communication and health benefits, (iv) sustainability and corporate social responsibility (CSR), (v) sustainable business models, (vi) sustainability and process optimization, and (vii) sustainability and environmental impact. The results obtained allowed us to conclude that the strategies that companies can use to communicate sustainability are as follows: use new technologies (internet, social networks, websites, etc.), make value propositions based on consumer behaviors, disseminate clear and consistent information, and ensure broader work teams, among others. These results contribute to the advancement of scientific literature and to the definition and implementation of more efficient and effective public policies that facilitate communication between companies and consumers. Finally, this paper offers practical suggestions to formulate sustainable communication strategies.