Sustainability kommunikation i lyset af FN's 17 Verdensmål: Et casestudie af Mærsk og Ørsteds sustainability rapportering

Marie Bach Madsen & Mille Egelund Henriksen

Studenteropgave: Kandidatafhandlinger


The 17 Sustainable Development Goals was presented by the United Nations in 2015. The goals address the most pressing environmental, social and economic global challenges that our world faces. In this thesis we seek to investigate how the Sustainable Development Goals are implemented in strategic sustainability communication and howthis communication influences the Sustainable Development Goals themselves. We investigate this by adopting a case study design of Mærsk and Ørsteds sustainability reports from 2018, where we analyse communicative tools such as autocommunication, transparency and aspirational talk. Here we adopt the perspective of Karl Weick (1979) in regards tosensemaking and in particularly his notion of enactment. Lastly,we discuss the influence of Mærsk and Ørsteds communication on the Sustainable Development Goals and how this influence is enhanced by the institutional notion of isomorphism. Throughout the thesis we draw on the research tradition that regards communication as performative and thereby challenge the Sustainable Development Goals as a static phenomenon.This thesis concludes that in the light of the 17 Sustainable Development Goals, new norms and trends are establishing in the field of corporate social responsibility/sustainability. Sustainability activities are moving closer to the core business and the need for transparent communication and aspirational talk are evident, due to increasing pressure and expectations from a well-informed environment. This is a development that is driven by different societal actors, but in particularly global corporations such as Mærsk and Ørsted.

UddannelserCand.merc.kom Erhvervsøkonomi og Virksomhedskommunikation, (Kandidatuddannelse) Afsluttende afhandling
Antal sider111
VejledereLars Thøger Christensen