A taxonomy of sustainability topics: a guide to set the corporate sustainability content on the web

Maria Giovanna Confetto,Claudia Covucci

doi:10.1108/tqm-06-2020-0134

Abstract

PurposeThe objective of this paper is to propose a taxonomy of sustainability communication (SC) topics that provide digital content managers with a guide for setting a sustainability content agenda and for fostering stakeholder engagement mechanisms on environmental, social and economic issues that increasingly characterize conversations on social media of all stakeholder groups.Design/methodology/approachTaxonomy is a conceptual and qualitative way used to classify and represent the corporate sustainability (CS) domain of knowledge. The taxonomy categories of SC topics are both theoretically and empirically derived, combining an in-depth literature review with a thematic content analysis of 300 web pages of the corporate websites of the top ten sustainable brands selected in “The 2019 GlobeScan-SustainAbility Leaders Survey.”FindingsThe analysis of the results led to the construction of a hierarchical dictionary of tags that categorizes all sustainability topics based on a new, four-dimensional conceptual structure: planet, people, profit and governance. Each dimension is organized in four groups of sustainability themes, which, in turn, group multiple topics, considered the smallest communication unit to develop the SC content.Practical implicationsThe taxonomy provides a concise and immediate conceptual framework on all those topics of broader interest, which, suitably modulated, can act as touch points with several groups of stakeholders. Drawn upon the best practices of thematic organization of SCs via the web, the taxonomy represents a guide for programming an editorial plan based on environmental, social, economic and governance issues from a sustainability content marketing perspective. The taxonomy of sustainability topics also finds application as a framework for a content intelligent system, providing a dictionary of tags that can be used for the indexing and retrieval of SC web content.Originality/valueThe study represents the first attempt at reaching a taxonomic organization of the sustainability aspects from a communicational perspective, supporting a new way of thinking and managing SC in the digital realm. Moreover, the results highlight, for the first time, that the Triple Bottom Line (TBL) theory, applied to corporate communications, lacks the governance aspect, which is essential to pursue sustainability consistently and effectively.

Highlights

Principles and concerns related to environmental sustainability, ethical and social impact and the critical future of the planet, in the last few years, are guiding the choices of businesses, consumers and other stakeholders
The topics relating to the impact of CO2 emissions, global warming and consequences of deforestation or transport on the health of the air all refer to the general theme of climate change, seen as a consequence of these factors
Conclusions and further research The paper contributes for enriching the academic literature relating to corporate sustainability (CS) and sustainability communication (SC), strengthening the prolific link that exists between the latter and digital content marketing practices

Summary

Introduction

Principles and concerns related to environmental sustainability, ethical and social impact and the critical future of the planet, in the last few years, are guiding the choices of businesses, consumers and other stakeholders. A new sustainability mindset is emerging (Nielsen, 2018; Piligrimiene_ et al, 2020) together with the so-called “mindful consumer” (Bahl et al, 2016; Shet et al, 2011), who actively uses the Internet and social media to obtain information on the sustainable characteristics of products and services (Onete et al, 2013) Starting from this assumption, it is essential that companies adopt a strategic approach to sustainability, showing a consistent commitment in the dissemination of practices and content aimed at creating “shared value” between company and stakeholders—consumers in particular— taking advantage of the discussion on sustainability to trigger inclusive and participatoryprocessesof stakeholder engagement. Highlighting the emotional essence of messages could help in establishing an empathic relationship with users and pushes them to be more inclined to share among them such content online (Araujo and Kollat, 2018)

Objectives

Methods

Results

Discussion

Conclusion