Sustainability as a Soft Power Tool: A Case Study of Saudi Arabia

Abstract

In an era where traditional forms of power are met with increasing resistance, soft power has become a vital component of international relations. This thesis explores how sustainability can be utilized as a tool of soft power, focusing on Saudi Arabia’s Vision 2030. The research question guiding this study is: “How can sustainability be utilized as a tool of soft power?”. Through a qualitative mono- method case study, employing abductive reasoning, interpretivist approach, and thematic analysis, the research examines the integration of sustainability into Saudi Arabia’s national strategy. Vision 2030, with its ambitious goals of economic diversification and social modernization, aligns with global sustainability trends and aims to enhance Saudi Arabia’s international influence as well as global image, through transforming and modernizing the country. The thematic analysis identified five recurring themes in Vision 2030: 1) economic prosperity and internationalization, 2) technological progress, 3) energy sources of the future, 4) social and cultural development, and 5) preserving traditionalist cultural identity. The findings reveal that sustainability initiatives under Vision 2030 serve multiple purposes: reducing oil dependency, promoting cultural diplomacy, and attracting foreign investment. Additionally, these initiatives enhance Saudi Arabia’s international image and influence while acting as a tool for legitimacy-building of the regime. However, this thesis has also found that there is a discrepancy between the sustainability commitments that Saudi Arabia has published in Vision 2030 and the actual empirical outcomes of these commitments. This gap between stated objectives and empirical outcomes suggests that sustainability initiatives may be more about enhancing soft power capabilities and international image rather than achieving genuine goals of environmental sustainability. This discrepancy underscores the strategic use of sustainability as a tool for international influence and legitimacy-building. This thesis contributes to the understanding of sustainability as an asset in international relations, highlighting its role in building a progressive and influential global image.