Et speciale om bæredygtighedskommunikation i møbelbranchen: Et casestudie af Fritz Hansen og IKEA

Abstract

This thesis investigates how two prominent furniture companies, Fritz Hansen and IKEA, operating in the Danish market, communicate their sustainability initiatives. The study aims to provide insights into the strategies these companies use to inform their audiences about their efforts in sustainability, focusing on environmental and social aspects. The methodology employed includes a critical discourse analysis (CDA) of selected web pages from the companies' official sites. The analysis examines textual elements to understand the underlying messages and intentions behind their communication strategies. The study also incorporates a PESTEL analysis to contextualize the findings within broader political, economic, sociocultural, technological, environmental, and legal frameworks affecting the furniture industry. The main findings reveal that Fritz Hansen predominantly focuses on environmental sustainability, employing a factual and neutral tone in its communication. This approach is supported by external certifications and adherence to initiatives like the UN Global Compact, which help establish the company’s credibility and sense of responsibility. However, this approach may also render Fritz Hansen somewhat passive in its sustainability efforts. In contrast, IKEA integrates both environmental and social sustainability into its communication, using a more proactive and engaging style. IKEA's strategy includes educational content aimed at guiding consumers towards more sustainable living practices. The use of inclusive language and direct consumer engagement positions IKEA as a dynamic and responsible actor in promoting sustainability. The thesis concludes that while both companies effectively communicate their sustainability initiatives, their distinct approaches reflect their target audiences and brand strategies. Fritz Hansen's method appeals to a niche market valuing high-quality, environmentally focused products, whereas IKEA's broader, more interactive strategy aims to reach a diverse and extensive consumer base. The perspectives of this study suggest that there is potential for both companies to enhance their sustainability communication further. Fritz Hansen could adopt a more active stance, and IKEA could continue to innovate in integrating sustainability across its operations and communications. This research contributes valuable knowledge for consumers interested in sustainable furniture choices and for other companies seeking to improve their sustainability communication strategies.