Abstract
This study explores how communication professionals in South Africa’s construction sector purposefully communicate their organisations’ sustainability efforts. As sustainability becomes central to corporate agendas, communication professionals are increasingly responsible for translating complex environmental, social, and governance (ESG) issues into accessible messages that resonate with diverse stakeholders. The study adopted a qualitative approach and used thematic analysis to examine data gathered from interviews with communication managers across five construction organisations. Grounded in the Theory of Change framework, this research offers insights into how strategic communication shapes corporate sustainability narratives and engages stakeholders effectively.
The introduction establishes the context of sustainability in the construction sector and emphasises the importance of transparent communication to build trust and manage public expectations. The literature review explores relevant concepts, including corporate sustainability, stakeholder engagement, and the risks of greenwashing – underscoring the need for authentic and data-driven communication strategies.
The research methodology entails a qualitative design and focuses on semi-structured interviews with communicators. The use of thematic analysis to uncover patterns and align findings with the Theory of Change is discussed.
The findings and discussion suggest that while sustainability is increasingly perceived as being integral to business strategy, organisations struggle with internal collaboration, message tailoring, and stakeholder engagement when it comes to the company’s sustainability activities. Additionally, the limited use of co-creation practices with stakeholders reduces the impact of sustainability communication. Moreover, the absence of robust measurement frameworks and the pressure to meet stakeholder expectations are challenges that raise the risk of greenwashing.
The conclusion and recommendations offer actionable insights for improving sustainability communication, including enhancing training, fostering collaboration between departments, and developing more effective measurement frameworks. Recommendations for future research include expanding sectoral scope and exploring the role of co-creation in sustainability communication.
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The research contributes to the field of strategic communication by highlighting the role of communicators in promoting sustainability and offers practical strategies for organisations to align their sustainability messaging with stakeholder expectations.