| Abstract [eng] |
Understanding sustainability agenda is highly important for corporate communication professionals in aligning the strategy with global sustainable development goals. This is especially relevant for textile industry, which has significant environmental and social impact. Stakeholder engagement is an integral part of any sustainability strategy. This study examines what strategies large textile companies, the acknowledged leaders of the industry, H&M and UNIQLO use for sustainability communication on their websites. Utilizing a complex mixed-method content analysis of websites, environmental, social and economic topics were analyzed combined with stakeholder-specific messages. The findings reveal that companies from Europe and Asia approach sustainability communication differently and emphasize distinct TBL pillars, using stakeholder messaging each in their own way. Swedish H&M tends to be more environmentally-focused in their sustainability topics, while Japanese UNIQLO is clearly more socially-oriented. In terms of stakeholder focus, H&M addresses suppliers in the first place, emphasizing environmental footprint, whereas UNIQLO communication is more employee-oriented, providing information on labor practices, human rights and management approach. The research could provide insights to communication practitioners and academia of best practice of sustainability communication for stakeholder engagement to inform strategies and approaches of sustainability communication. The significance of this research lies in making an attempt of connecting stakeholder theory and business practice, which is highly relevant. |
