MENINGSSKAPANDE KRING HÅLLBARHET GENOM INTERN KOMMUNIKATION. En kvalitativ studie om den interna hållbarhetskommunikationen på företaget Boehringer Ingelheim

Sammanfattning: This paper aims to give an understanding of how internal communication and sustainability can contribute to sensemaking through different theories about communication, for employees at a global pharmaceutical company. This through top-down management, internal sustainability strategies, together with the usage of different types of channels, messages, and cultures. The study was conducted at the pharmaceutical company Boehringer Ingelheim and their employees in Sweden. The method of qualitative semi-structured interviews forms the basis for the collection of empirical data. Furthermore, the method of qualitative content analysis is used for the analysis of the material. In summary, the company has an internal communication strategy, the OMNI Channel Strategy, initially developed by Corporate – the German head office, and then cascaded through the company's regions and countries. The company utilizes various communication channels, including both activities and digital, verbal, or visual channels. The strategy involves methods for pushing and pulling information from different sources to reach all employees and ensure they are well-informed. The organization acknowledges the value of internal communication by using a multitude of channels, leading to a well-functioning internal communication strategy. The company also promotes a Speak Up Culture where open and transparent communication is encouraged both formally and informally. This culture can be viewed as a tool for the internal sustainability strategy, contributing to social control in line with the theory of strategic communication and sensemaking. The company also champions an internal sustainability strategy, Sustainability for Generations (SD4G), divided into three blocks: More Health, More Green, More Potential, also developed at the level of Corporate. Linking these blocks to the Global Sustainable Development Goals (SDG) creates clear connections for employees, fostering understanding and meaning. Integration of the sustainability strategy into the company's internal communication aims to establish a shared understanding and purpose regarding sustainability. The internal sustainability communication can therefore be seen as sensemaking, contributing to a common understanding and attitude toward sustainability communication and strategy. Sensemaking can also occur in the pursuit of coordinated actions, highlighting the high value Göteborgs Universitet Kandidatuppsats Institutionen för journalistik, medier och kommunikation Höstterminen 2023 placed on sustainability and the implementation of a shared understanding. Boehringer Ingelheim Living Values (BILIV) is highlighted as part of the internal sustainability strategy, representing initiatives originating from employees, to create a common foundation and purpose around social sustainability. BILIV can be looked at as an organizational tool for social control to successfully communicate values, norms, and cultural aspects. BILIV can therefore also contribute to the success of the organization's sustainability strategy. Corporate's top-down internal communication strategy is considered valuable for providing transparency, continuity, and efficiency. Local adaptations in the strategy are seen as crucial to meet specific needs, cultural differences, and make communication meaningful and effective. The internal communication strategy requires adaptation and translation to ensure content effectively reaches its recipients and to avoid unintended meaning-making. Local translations, including linguistic adjustments, demonstrate a well-structured and highly valued internal communication strategy. Challenges for the company therefore include balancing global and local needs in communication and ensuring that messages from the global sustainability strategy reach all levels within the organization. At the same time, local adaptation and communication continuity are emphasized to avoid misunderstandings and create a strong company culture.